Draft personalized messages
When you use Klaviyo’s messaging channels wisely, you can drive customer loyalty and more repeat purchases. Let’s run through how to personalize each content type based on someone’s response to custom review questions.
Use email to:
Send multiple offers or detailed recommendations that relate to their review, spurring a follow-up purchase. With ample space to show off images or gifs, you have plenty of opportunities to catch a recipient's attention.
Best practices:
- Tailor your subject line and preview text to align with the response, mentioning a collection of interest or an action they’ve taken.
- Drag in a dynamic product block to show off items the recipient may specifically be interested in based on properties about them (e.g., skin type, eye color, preferences, etc.).
- Within a blocks’ Display settings, edit the show/hide functionality to only show certain promotions to a specific audience who relates to this topic; then show a different promotion for anyone else.
- Enhance your marketing emails by adding real and relevant customer reviews that highlight your products' key benefits.
- Use dynamic reviews in event-triggered flows to feature feedback on products customers recently interacted with.
- When a product has no reviews, you can customize the review quote block to show alternative content. For example, you can adjust it to show general store reviews or a hand-picked product review, ensuring customers always see trust-building content.
Want detailed guidance for building a personalized email template? Bookmark this resource to reference as you build.
SMS
Use SMS to:
Send time-sensitive, action-oriented content, such as texts that launch a 24-hour sale on an item someone rated highly. While this text should tie back to their review, you should also get right to the point (i.e., prove why they should shop again).
Best practices:
- Draw attention with an image or gif of an item that they may be interested in based on their review response.
- Use active voice to get right to what someone should do and why.
- Ask additional questions as needed with custom keywords (as shown in this example.) Learn more.
- Include an image or emoji that relates to the item or collection they are interested in.
- Insert their first name in the copy, and any other dynamic content that aligns with the message.
Push
Use push to:
Alert customers about exclusive mobile app offers that relate to their review: say, a buy one, get one promotion on items similar to what they rated highly or that align with their size or style preference.
Best practices:
- Keep the message short and skimmable (e.g., 1 impactful, action-oriented sentence).
- Add dynamic information such as first name to catch a mobile user's attention.
- Link directly to the promotion or recommendation that best applies to them in your mobile app.
- Only send to those who you know it will resonate with.
Send targeted campaigns
Once you’ve drafted the content for your campaign, it’s time to send. Let’s run through some best practices for sending review-related campaigns.
Target the right audience
Use the reviews segments you’ve created wisely. How so?
- Send to relevant audiences
Choose which segment to send to based on their answers to questions and past shopping behavior. If SWAK builds an email about their newest perfectly pink lip gloss, they may send it to those who have rated their products highly in the past, have not yet purchased this color, and who noted that they would be interested in content like this in the future. - Send to those who consent to receive marketing
With segments, you can hone in on who exactly has consented to receive marketing from the channel you are sending (email, SMS, or push). This helps you to properly assess how many people will actually receive this message. - Exclude certain segments from receiving content
Do not send to those who will not enjoy this content, are unengaged, or have unsubscribed. For instance, exclude low-star reviewers from messages that promote products that they did not enjoy in the past.
Tag your campaign
As you build out campaign content, be sure to tag your campaign. For example, SWAK tags any campaigns that are sent to reviewers who share that they have sensitive skin as Sensitive skin. If the campaign is for a specific holiday or promotion they may also add an additional tag to further organize this content (e.g., they tag any Valentine’s Day content with the tag: Valentines).
So, what’s the point of using tags? Adding tags will help you to:
- Organize related content across Klaviyo.
- Streamline your workflow if multiple team members create, locate, and monitor content.
- Analyze performance in custom reports (since you can filter and group results by tag).
Note: If you have already begun sending to reviewers without using tags, you can add them retroactively to each relevant message in Klaviyo.
Review your content calendar
Once you’ve scheduled or sent a campaign, click Calendar in the Campaigns tab. There, review your full content calendar. Here you can even filter by tag, so if you created a tag that relates to reviews, you can hone in on what sends are coming up for reviewers.
SWAK used the tag: “Sensitive skin” to organize campaigns sent to reviewers who share this skin type. They plan to send this audience an email promoting a new SWAK moisturizer.