What actually makes your omnichannel campaigns stand out?
Learn how to craft impactful omnichannel campaigns that resonate with audiences. With these best practices, you’ll be well on your way to creating campaigns that actually convert and drive revenue.
Build your next campaign with 4 core steps
Let’s break this down a bit: follow these 4 core steps to begin crafting in Klaviyo’s omnichannel campaign builder. Follow along to help you not only draft content, but to build a campaign strategy that converts subscribers into customers.
Determine your call-to-action (CTA)
Ask yourself:
What is the promotion that is tying together multiple audiences and messages?
Perhaps this is a:
- New product launch
- Limited-time sale
- Upcoming event
- New store opening
Prepare all the elements that go into this campaign, such as templated designs, imagery, coupon codes, and a clear, on-brand narrative. This will be your through-line throughout your omnichannel campaign, from start to finish.
Choose your audience
Ask yourself:
Who do I want to send messages to?
Common segments to target:
- VIP shoppers (e.g., those who spent over a certain amount or fall within your Champion RFM group within Klaviyo’s Marketing Analytics).
- New subscribers (e.g., recent sign-ups, say within the last 30 days).
- Churn risks (e.g., Have not placed orders in your typical buying cycle).
Build your channel cadence
Ask yourself:
What is the most effective strategy for reaching a particular audience?
Consider which channels will engage each segment you target, and determine how much you are willing to spend on each audience group per campaign.
Using the example segments from the last tab, you may create the following cadence for an exciting week-long sale:
- VIP shoppers:
- Day 1: Early access text
- Day 2 Morning: Launch email
- Day 2 Afternoon: Reminder push notification
- Day 4: Email with added discount
- Day 5: Final email
- Churn risks:
- Day 2: Launch email
- Day 5: Final email
- New email and text subscribers:
- Day 2: Launch email
- Day 3: Reminder text
- Day 4: Email with added discount
- Day 5: Final email
Personalize content
Ask yourself:
What is the best content for a specific message, knowing it has a relationship to other messages?
For each type of content and audience, consider what to say within the message.
Remember what each channel is best for:
- Email: Cheaper than mobile, allows for longer messages, allows for dynamic block content, good for all audience types, least direct channel.
- Text: More expensive, shorter content, best for your most engaged audience members, the most direct channel to a user.
- WhatsApp: More expensive, can spur conversation, best for engaged audience members across regions globally, relatively direct communication with greater interactivity and conversational elements.
- Push: Inexpensive, shorter content, only available to app-users, relatively direct communication.
Update your strategy to improve your next campaign
After sending an omnichannel campaign, keep a close eye on its performance throughout its sending timeline. To do so, head to your omnichannel campaign and click Show performance to expand insights for each step of your campaign.
Use this data to make strategic adjustments in your next campaign. Let’s go through a few examples of best practices to improve your campaigns based on common outcomes.
High unsubscribe rates from a particular channel
This is a sign that recipients are facing message fatigue, meaning they’re overwhelmed by either excessive, repetitive, or poorly timed communications.
Cut back on either the length of your message paths or the use of too many messages via the same channel for a single topic.
For instance, if you see a spike in unsubscribes after texting an audience twice in one path, then remove the second text in your next campaign. Instead, swap the second text with an email, or opt to re-target these subscribers via ads on social media.
Increased revenue attributed to a specific path
If you see significant revenue attributed to a channel within a particular timeframe (e.g., push notifications drove 40% of sales on Day 2 morning), then take note of which segments resonated with this content, channel types, and message frequency.
More specifically, you can duplicate this path for future use. Swap out the content with fresh material when you are ready to plan and schedule, but keep the channels and cadence the same.
For example, if the initially successful path was the launch of your winter sale items, you may duplicate this path and prepare new, exciting content for spring. Update the promotions, copy, and CTAs of your content while maintaining the overarching sending strategy.
Low performance for certain pathways
This indicates that you must change either the audience you’re targeting or the content you show to this audience.
First off, adjust the inclusion and/or exclusion criteria for key segments, or create new, more granular segments based on engagement metrics. Beyond that, take a closer look at where and how the audience is engaging with your path to adjust future campaigns.
Let’s say your “window shoppers” segment (e.g., those who browsed your site but never bought) has a low open rate and high unsubscribe rate for an email that sends on Day 2 of the promotion, but a subset of that group clicks through a “Final Sale” email on Day 5.
In your next campaign to this group, remove content between the initial sale launch and the final sale alert. Beyond that, you could hone in on a more detailed segment that targets those window shoppers who opened your campaign last time, but still didn’t convert, with one final, even more enticing deal to convert this time, for one day only, to get them to act fast.
High click rate, low conversions
This can signal a few things:
- That the audience is interested in the deal but needs another push to buy, or
- That your CTA in the message is not accurately reflecting what audiences see on the page.
First and foremost, investigate the second issue. Test your message content and confirm:
- Is your CTA leading to the right landing page?
- Does the promotional copy adequately describe where you are taking them?
- Are there any issues on your landing page that are halting someone from converting (e.g., excessive steps to purchase or a slow loading time)?
Once you confirm that the shopping process is optimized, it’s time to revise your message path. Perhaps someone was distracted or not yet ready to buy after clicking your link. Follow up with the next best message in future iterations of this campaign. Perhaps send:
- A time-sensitive or “last chance while supplies last” email to email subscribers.
- A direct message via mobile-centric channels (text, WhatsApp, or push) to those subscribers with a clear and compelling reason to buy now (an even better deal or perhaps a push to shop within the next hour to access savings).
If you struggle to determine what CTAs are most compelling for your audience, then run an A/B test. For example, you may experiment with 2 unique offers in the same campaign: "15% off" vs. "$10 off" to test if value perception is a barrier to purchase.
Increased channel-specific revenue on a specific day or time
You can examine the campaign channel engagement over time to identify specific points in your campaign timeline that drive higher revenue. This can inform when to send each channel in future multi-day campaigns.
For instance, your campaign may include several text messages over the course of 1 week. You find that the text sent on the final day of your promotion yields the highest revenue, whereas earlier text messages fail to elicit that level of engagement.
You may determine that text is best saved for last-chance offers rather than multi-day reminders, swapping lower-cost messages like email and push instead.
In summary, you should revise the timing of your path content to drive the highest engagement possible and maximize your overall return on investment for each channel in future campaigns.