Create an effective campaign schedule

Exit criteria automatically remove someone from a campaign once they’ve completed a specific goal action, such as making a purchase. In an omnichannel campaign, this means that if a recipient converts after receiving one message, they won’t continue receiving the remaining messages in that campaign. Instead of continuing to send follow-ups tied to the same promotion or objective, the campaign stops messaging that person because they’ve already taken the desired action.

Using exit criteria helps keep your sending strategy relevant and customer-focused. By removing people who have already converted, you avoid sending unnecessary or repetitive messages, which can improve the overall customer experience and help maintain trust with your audience. It also allows your campaign to focus on subscribers who still need the reminder or incentive to take action, making your messaging more efficient and aligned with each customer’s journey.

Personalized Send Time automatically schedules campaign messages to send at the time each individual recipient is most likely to engage. Instead of sending a campaign to everyone at the same moment, you choose a delivery window and Klaviyo predicts the best time within that window for each profile. Messages are then delivered in the recipient’s local time when they are most likely to open, click, or convert based on their past engagement and patterns from similar profiles.

Using Personalized Send Time can help improve the effectiveness of your sending strategy by making timing more relevant for each subscriber. Because customers engage with messages at different times of day, sending at a single “average” time can miss moments when individuals are most active. Personalized Send Time removes the guesswork by automatically optimizing delivery for each recipient, helping your messages reach people when they’re most likely to pay attention. This can lead to stronger engagement and conversions while saving marketers time on manual scheduling decisions.

Note: This is only available for customers with Marketing Analytics.

In Klaviyo, you can easily add a follow up message to your single-channel email sends or in your omnichannel campaigns that target a specific subgroup of your original audience. Follow up messages can be sent to those who did not open your original message.

For example, you may choose to send a follow-up message to your sale announcement only to those who did not open your original message, and have engaged with other emails from you in the last 30 days. You may try tweaking the subject line of this email, putting the offer front and center, to encourage these subscribers to open it and convert.

The Campaign planner helps you build a structured campaign strategy by automatically generating a suggested campaign calendar skeleton based on details about your business. After answering a few questions about your brand, the planner creates a calendar with placeholders that recommend different types of campaigns, how often to send them, and which channels to use (such as email or text). These recommended placeholders act as guides, helping you visualize and organize your messaging plan before you start creating and scheduling messages.

Using the Campaign Planner makes it easier to plan a consistent and balanced sending strategy. Instead of deciding what to send each week from scratch, marketers can use the planner’s suggested mix of content (like promotions, product features, and educational messages) to map out their campaign schedule in advance. This helps teams maintain a steady cadence, ensure a variety of content types, and stay organized around upcoming campaigns, making it easier to deliver thoughtful, well-timed communication to their audience.