The power of omnichannel experiences
Klaviyo enables you to send omnichannel campaigns: multiple coordinated messages across channels (e.g., email, text message, WhatsApp, push notifications and social) to various audiences over time. This flexibility allows you to create a consistent brand narrative, more personalized experiences, and moments that foster engagement and retention.
More specifically, omnichannel campaigns enable you to:
- Plan, create, and analyze large campaigns via one easy-to-use canvas.
- Send emails, texts, WhatsApp messages, and push notifications within 1 campaign.
- Send multiple messages personalized to specific audiences, over multiple days.
No more second-guessing or shot-in-the-dark, one-off messages. Create true omnichannel campaigns that change the game.
Build an omnichannel campaign
Now that you know how impactful omnichannel campaigns can be, it’s time to build them. Watch the tutorial below to learn how to use the omnichannel campaign builder in Klaviyo.
Understand omnichannel campaign builder features
Understand the different components of Klaviyo’s omnichannel campaign builder and how you can use them to build experiences that drive subscriber action. To help you visualize this, we’ll use the analogy of an omnichannel campaign as a train station.
Paths
Paths are the individual tracks within your omnichannel campaign. Each path has its own audience and set of messages. You can think of these paths as the individual train lines you can access at your station.
You can have up to 10 paths within a single omnichannel campaign. In other words, there can be up to 10 train routes departing from your originating station.
Audiences
Audiences are groups of profiles that receive a path of messages in an omnichannel campaign. Think of audiences as the groups of people aboard each train.
Each audience can:
- Include lists and segments: Profiles who should receive the message.
- Exclude lists and segments: Profiles who should not receive the message.
If you’re worried about over-messaging your audiences, don’t worry: exit conditions will automatically remove profiles from getting the remainder of campaigns in your path once they successfully convert.
You can have up to 10 paths in an omnichannel campaign; thus, you can have up to 10 audiences in a single campaign. This allows you to customize the messaging journey for 10 distinct groups of people.
People who board the same train share a common characteristic: they want to reach one stop along that train route. Your omnichannel campaign audiences should share common characteristics, which allow you to better personalize your messages just for them.
Messages
Messages are the individual emails, texts, WhatsApp messages, and push notifications that make up your campaign. You can think of these as the individual stops on each train route; each location is a unique experience.
You can have up to 30 messages within a single campaign, or 30 total stops across each of your 10 train lines.
Metrics
Within your omnichannel campaign, you can see both message-specific and overall campaign metrics to understand how your content is resonating with recipients. You can see information such as:
- Open, click, and conversion rates (those who browsed tickets online, purchased tickets, and ultimately took the train).
- Revenue per recipient (cost of ticket).
- Total revenue (total revenue of tickets purchased).
Review omnichannel campaign use cases
Click through the gallery tabs below to see 3 examples of when to turn key brand moments into impactful omnichannel campaign experiences.
New product launch
SWAK Cosmetics is excited to release their spring lipstick line, the Bloom Collection. They create an omnichannel campaign to maximize the impact of the product drop. Here’s what they did:
Path 1:
- Audience: VIPs
- Messages:
- 1 week before drop: early access text message.
- Day of drop: email announcing new line.
- Mid-week: Nurture push notification
- 1 week post-launch: Reminder email
Path 2:
- Audience: Previous lipstick purchasers
- Messages:
- Day of drop: email announcing new line.
- Mid-week: Nurture text message.
- 1 week post drop: email with recommendations from the new line based on purchase history.
Path 3:
- Audience: Churn risks
- Messages:
- Day of drop: email announcing new line with a special discount code.
- 1 week post-launch: Reminder email.
Large annual sale
Nani Health is having a large sale on their skincare products, which they’re calling the Hydrated Summer Sale. To spread the word and encourage conversions, they create an omnichannel campaign:
Path 1:
- Audience: Previous sale shoppers
- Messages:
- 1 week before the event: email teasing upcoming sale prices.
- Day of event: email kicking off the sale.
- 1 week post-launch: Nurture RCS message.
Path 2:
- Audience: Window shoppers
- Messages:
- Day of event: email launching the sale with a special discount code.
- Day before sale ends: WhatsApp message to remind them to shop before it’s too late.
Path 3:
- Audience: Engaged in the last 90 days, based in UK
- Messages
- 1 week before the event: email teasing upcoming sale prices.
- Day of event: WhatsApp message reminding people to shop now.
- 1 week post-launch: Email reminder.
In-app order specials
During the month of October, Beantown Coffee offers 25% off any fall-flavored coffees ordered for pickup via the Beantown mobile app. Here’s how they spread the word:
Path 1:
- Audience: Engaged text message users, non-app users (Potential app users)
- Messages:
- 3 days before October: text message encouraging people to download the app
- Day of event: RCS reminder.
- 1 week into October: reminder text message to download the app to get the discount.
Path 2:
- Audience: Engaged app users
- Messages:
- First day of October, push notification prompting people to place an in-app order with the discount.
- Mid event: Reminder email.
- Last week of October: reminder push notification to purchase a fall-flavored coffee before the event ends.
Path 3:
- Audience: Previous fall coffee purchasers
- Messages:
- First day of October: email announcing sale prices in-app, highlighting popular fall flavors.
- 1 week into event: Email reminder.