Achieve brand authenticity at scale
Klaviyo allows you to send all kinds of communications to your customers and prospects. You can engage them with sign-up forms, emails, texts, and push notifications. Every single touchpoint is an opportunity to build trust with customers, so it's extremely important that every message feels cohesive and consistent. But what's the key to creating a successful and scalable content strategy?
Choose the right channel for your message
Each marketing channel adds value to your omnichannel strategy in different ways. The gallery below focuses on maximizing the effectiveness of email, text, mobile push, WhatsApp, and social media. Review the strengths, common use cases, and sending frequencies for each channel.
Use email for:
Newsletters, catalog or multi-product launches, blogs, and shareable content.
Content elements:
- Branded header and footer
- Long-form content
- Ability to have one main CTA, and multiple secondary CTAs
- Attachments and resources
- An array of images and design elements
Sending cadence:
2-5x per week (to varied segments).
Note: Customize your sending schedule based on a recipient's level of engagement with your emails. While we will cover recommended segments to send to next, you can also bookmark the steps to create your own. Learn how to schedule based on email engagement.
Use text messages for:
Early sale access, shipping updates, VIP discounts, and limited-time promotions.
Content elements:
SMS/MMS:
- Brief text (i.e., 160 characters for SMS, under 1,600 for MMS) .
- 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).
RCS:
- Brief text (up to 3,072).
- Rich cards and carousels.
- Media (image, video, GIF, PDF).
- Buttons and quick replies.
Sending cadence:
1-2x per week (to varied segments).
Note: Sending frequency will vary by company and industry. Discover how to create your own schedule based on message engagement.
Use mobile push for:
Exclusive promotions to drive app traffic, subscription reminders, and shipping updates.
Content elements:
- Brief message.
- 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
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.
Use social for:
Marketing subscription initiatives, product launches, brand updates, user-generated content campaigns.
Content elements:
While these depend on the social platform you’re using, you’ll typically have:
- Media (static image, carousel, video).
- Brief description or caption.
- Clear CTA linkout.
Sending cadence:
Varies per channel, but generally 3-5x per week (Source: Buffer) across your suite of social channels.
Differentiate deliverability across channels
Click the dropdowns below to learn how deliverability differs for email, text messages, mobile push notifications, and WhatsApp.
What is it?
Email deliverability is the ability for your email to reach a subscriber’s inbox, and relies heavily on your sender reputation. Inbox providers (e.g., Yahoo and Gmail) may move emails to spam or block them altogether if your audience is highly unengaged or your content does not add up to their standards. They pay attention to whether or not your recipients open and click, indicating if content is welcomed and safe to be sent.
How to improve?
- Pay close attention to your deliverability score within Analytics > Deliverability and make adjustments as soon as you notice room for improvement.
- Enable double opt-in for your lists and global unsubscribes.
- Make sure your unsubscribe link is clearly visible in every email.
- Avoid spam-related terms (e.g., “free money”, misspelled subject lines, all capitalization, etc.).
- Clean your email list regularly and send mainly to engaged segments.
- Set up a sunset flow to remove unengaged or fake emails from your list.
For more recommendations to improve email deliverability, bookmark our Deliverability certificate to take next.
Text message
What is it?
Text message deliverability measures the likelihood that your text will be sent to a recipient's phone rather than filtered out or blocked by wireless carriers, like AT&T or Verizon.
3 main factors determine whether or not your message will send:
- Klaviyo (i.e. your text message service provider)
Klaviyo blocks texts from sending to those who have not consented to text. Moreover, you cannot send content related to sex, hate, alcohol, firearms, or tobacco (SHAFT) or other illegal activity and substances, like CBD. - Wireless carriers
Wireless carriers ensure compliance (e.g., that the text does not mention illegal terms in the content or link). and assess whether or not you’re a trustworthy sender. They monitor your sender reputation, looking at things like your sending number, recipient engagement, and unsubscribe rates; then, they’ll filter your texts as they see fit. - Recipient’s mobile device
If a phone is turned off or lacks service, this can also delay or restrict your sending. Android devices can also filter messages into a spam folder, rather than showing them in the main text inbox if you are not seen as a trusted sender.
How to improve?
- Turn on double opt-in for your text messaging lists.
- Send consistently (at most, 1-2 times per week when you first ramp up with texting, then expand as time goes on based on engagement).
- Make sure recipients know who the message is coming from, such as by mentioning your organization's name in your message or using a branded sender ID.
- Use a trusted sending number, such as a short code or verified toll-free number.
- Include a link or specific language on how to opt out in each text.
Learn more about text message delivery.
Mobile push notifications
What is it?
Deliverability does not apply to push notifications, since, as long as someone has enabled push on a device, your message will be sent until they opt out. The only time a push may not deliver to a subscriber is if there is an issue with delivery, such as if the size of the payload is too large or there’s a service error.
Learn more about push notification delivery.
What is it?
For WhatsApp, your focus is on delivery, or in other words, whether the recipient receives your message.
A number of factors affect whether your messages are delivered, including:
- Message limits
WhatsApp limits the number of conversations you can initiate within 24 hours. - WhatsApp quality ratings
WhatsApp rates the quality of your overall account and your individual templates. Furthermore, you must get templates approved prior to sending. - User consent
This is a non-negotiable. You must get explicit consent to send WhatsApp; otherwise, your message will not be delivered.
Learn more about WhatsApp delivery.