What does an advanced strategy look like?
An advanced marketing strategy is personalized, targeted, and omnichannel.
As a marketer, you've likely heard about the power of omnichannel marketing, where all channels work together under 1 unified strategy. It takes an average of 6 touchpoints before someone purchases from your brand, so messages must stand out and compel them to buy, buy now, and buy from your brand specifically.
That said, what does a successful omnichannel strategy look like from start to finish? Learn how Klaviyo Master Elite Partner, Fuel Made, utilized an omnichannel strategy to drive 40% of SASNola's total revenue from Klaviyo.
Get started with a true omnichannel strategy
We hope the video above inspires you to try a few new strategies and to identify customer patterns as you do so.
Fuel Made’s success went far beyond tactics; rather, it was a culmination of all the following actions. Consider this a guide for how to expand your own strategy:
Openness to new tools and strategies
SASNola's willingness to try new tools and strategies led to successful outcomes. If you’re nervous to try anything new, start by A/B testing or conducting experimental sends with smaller segments. Being able to show results with a small sample size can encourage other stakeholders to be open to larger-scale experimentation.
If you’re testing a new channel, start small. Fuel Made gradually introduced texting for SASNola by first incorporating a text welcome flow. Once they saw great results, they built trust with their client. This paved the way for even more successful omnichannel campaigns later on.
Deeper personalization and targeting
Personalization and targeted communications are the crux of any advanced strategy. Fuel Made highlights the importance of personalization with strategies like targeted flows, including:
- A targeted welcome flow: They build message paths based on customer behavior and preferences. This drives a conversation with prospective customers and eventually converts them into buyers.
- A robust back-in-stock flow: This goes beyond 1 notification when an item is restocked. For example, if the item is still out of stock after 3 weeks, SASNola sends an email apologizing for the delay, sharing similar products the recipient may like, and offering a 10% discount as an expression of gratitude. This personal touch strengthens brand loyalty while promoting alternatives that the customer may not have considered.
Integration of multiple channels
Fuel Made emphasizes the importance of integrating channels such as email, mobile messaging, ads, and direct mail to create a cohesive omnichannel experience for customers.
For instance, Fuel Made and SASNola use both email and text to communicate delivery status. They also discovered that post-purchase communications serve a dual purpose:
- Provide essential updates
- Present relevant cross-sell opportunities
Leveraging customer excitement about their recent purchase, the team created messages to showcase complementary products on someone’s preferred channel, sparking interest and driving additional sales.
Build a positive experience pre- and post-purchase
Ensuring customers have a positive view of your brand at each stage of their buying journey is crucial.
This involves:
- Sending clear messages, such as delivery notifications via text.
- Engaging in real, natural conversations with potential buyers.
Connecting with the human element of your buyers creates a positive experience. You can do this through automated flows, channel-specific automations, deeper personalization within templates, and through advanced segmentation, and more.
Understand Klaviyo’s role in your strategy
You can imagine Klaviyo's data infrastructure as the foundation of a house 🏠.
Every data point you gather, whether through integrations or directly from customers, strengthens this foundation. Klaviyo then layers on analytics tools, omnichannel marketing, and robust service opportunities, just like adding walls and floors for stability… And unlike a physical house, Klaviyo is infinitely scalable.
With Klaviyo at the center of your omnichannel plan, you can:
- Track your return on investment (ROI).
- Gain a consolidated profile for each customer.
- Unite omnichannel efforts.
- Make data-driven decisions with AI.
- Consolidate and standardize reporting.
Throughout this certificate, you’ll learn how to improve your omnichannel strategy and review examples inspired by real Klaviyo customers and partners. Our goal? To help you build meaningful connections (and sell more products) in today's crowded digital space.
Continue onto the next lesson to learn more about how to use Klaviyo in alignment with all of the other core tools you use to unify your marketing strategy through integrations.