Get the most out of Klaviyo channels
We discussed the why, but now let’s discuss the how. With Klaviyo, you have full control of your owned channels. But what channels should you use and when?
Each marketing channel adds value to your omnichannel strategy in different ways. The gallery below focuses on maximizing the effectiveness of text, email, mobile push, and reviews. Review the strengths of each channel, common use cases, and typical sending frequencies.
Use email for:
Newsletters, catalog or multi-product launches, blogs, and shareable content.
Content elements:
- A branded header and footer
- Long-form content
- A branded header and footer
- Multiple CTAs
- Attachments and resources
- An array of images and design elements
Sending cadence:
2-5x per week
Note: Customize your sending schedule based on a recipient's level of engagement with your emails. While we will cover segments to send later in this certificate, you can also bookmark the steps to create your own schedule based on email engagement.
Text
Use text messages for:
Early sale access, shipping updates, VIP discounts, and limited-time promotions.
Content elements:
- Brief text (i.e., 160 characters or less for SMS)
- Direct link to your CTA onsite
- Optional media, like an image or GIF (this then becomes an MMS, with more credits and a higher character limit).
Sending cadence:
1-2x per week.
Note: Sending frequency will vary by company and industry. Discover how to create your own schedule based on message engagement.
Mobile Push
Use mobile push for:
Exclusive promotions to drive app traffic, subscription reminders, and shipping updates.
Content elements:
- Brief message
- A clear CTA that instructs someone on what to do in-app
- Optional image to appear in alert
Sending cadence:
Limit notifications to 1-2x per week to prevent someone from removing your app or opting out of notifications.
Note: Requires app and development resources to build and maintain a mobile app.
Reviews
Use reviews for:
Driving sales with social proof, gathering constructive feedback, and collecting customer data for further segmentation.
Content elements:
When customers submit a review, they can select a variety of response types, such as:
- Star rating
- Contact information
- Space to provide feedback via written copy and optional media fields (i.e., photos)
- Custom questions (if configured by your brand)
Sending cadence:
Send a request for a review after a customer completes a purchase and has received their product. This is powered dynamically via flows in Klaviyo, which we will cover later.
Use WhatsApp for:
Product quizzes and recommendations, order updates, customer support follow-ups, flash sales, limited-time product drops, post-purchase care or tips.
Content elements:
- Base template that must be approved by Meta prior to sending
- Copy pertaining to your offer or message topic
- Optional media (i.e., image)
- Buttons for recipients to engage with
- Links to your CTA
Sending cadence:
Limit WhatsApp to about 1-2x a week, especially as you get started.
Note: There is varied regional adoption of this channel. Some areas use WhatsApp as their default mode of communication, while it is still relatively new in other locations. Start off small and test how this channel resonates with your recipients to determine the best cadence and audience targeting for WhatsApp.
Why use Klaviyo for these messages?
Creating a seamless omnichannel strategy depends on understanding your customers' journeys, from their initial interaction with your brand to becoming loyal fans. It's not just about reaching out; it's about building stronger connections with them every time you interact.
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 layers on data guidance, analytics, marketing automation, and customer profiles, just like adding walls and floors for stability. Atop this structure are your various marketing channels, all powered by Klaviyo’s robust data foundation. Each customer touchpoint fuels your automations, empowering you to create deeply personalized segments, flows, and more for your owned channels. And unlike a physical house, Klaviyo is infinitely scalable.
With this in mind, read through the following 4 core benefits of using the Klaviyo data platform to support your omnichannel marketing.
Simple and clean reporting
Forget the fragmented mess of analyzing buyer journeys across multiple marketing channels. Klaviyo unifies your customer data, allowing you to see what truly drives sales growth.
Did a customer receive a text, see an email, and fill out a form on your landing page before buying? 3 separate tools would claim credit, potentially masking the bigger picture. Klaviyo shows the combined impact, helping you avoid channel confusion and wasted investment.
AI driven decision making
Klaviyo’s robust data foundation powers AI-driven decision-making across our platform. Klaviyo leverages AI to:
- Generate personalized content across email and text.
- Predict customer behavior using the millions of data points you feed into Klaviyo.
- Automate tasks like optimizing your signup form’s display settings, suggesting segments, and flagging potential issues.
All of this is possible because of how we built our platform: by deeply focusing on Klaviyo’s foundational data layer, it can power incredibly powerful insights.
Lower total cost of ownership (TCO) and higher return on investment (ROI)
Managing multiple tools is expensive and hinders coordinated marketing efforts. Klaviyo offers a consolidated solution that reduces costs and streamlines your workflow. Recent research reveals over 80% of marketers struggle with data consistency and integrations across their tech stack, impacting ROI.
Klaviyo minimizes these issues, letting you focus on creating impactful campaigns, not troubleshooting integrations.
A deeper omnichannel experience
Let's examine 2 unique customer interactions: Sally hates flooded email inboxes and ignores SWAK's promotions via that channel. However, she engages heavily with text messages. Jeff prefers push notifications and avoids texts and emails altogether. Thus, SWAK should speak to them differently.
Klaviyo's single platform lets you craft seamless, personalized interactions across your customers' preferred channels. Deliver engaging campaigns that resonate regardless of how your customers choose to connect.
Key takeaway: Unlike these "house of cards" competitors, Klaviyo is built on a scalable, data-driven foundation. This flexibility allows us to seamlessly integrate new channels and features, keeping your tech stack unified and your data accessible.
What about integrations?
Klaviyo data platform 🤝 integrations. In our next lesson, we will walk through how Klaviyo can support your full tech stack.