Analyze client performance across Klaviyo
Are you familiar with Klaviyo’s robust analytics toolset?
- If yes:
Proceed to the dropdowns below this video for specific strategies for proving success and sharing key insights with clients outside of your growth review conversation. - If no:
Watch the video below before proceeding further through content. In this video, we walk through a handful of Klaviyo’s powerful analytics tools so you can feel confident gathering this data for clients.
Build in-app reports for your clients
Let’s now hone in on a few specific reports that you can build for clients to prove success over time. You can incorporate data from these reports in your quarterly growth review conversations, as well as share this information asynchronously for clients.
Access a monthly (or weekly) message breakdown
Build a custom report to focus on monthly campaign or flow performance. Then, schedule this to send to yourself and your client on an ongoing basis. Note that you can adjust the timeline here as needed, send yourself weekly, monthly, quarterly, or yearly updates instead if that better matches your needs.
Instructions: Learn how to build a campaign performance report or a flow performance report.
Example:
ABC Agency is building a 30-day campaign performance breakdown for their client Beantown. In particular, Beantown just invested in SMS and are wary of its success thus far. To stay on top of this in the first few months, ABC Agency has a plan to send them monthly reports of their text message marketing performance in comparison to email.
They built Beantown the following campaign performance report that specifically focuses on SMS message performance and is filtered to only show texts from the last 30 days. They’ve scheduled it to send to both their own agency’s team and Beantown's at the end of each month.
Monitor seasonal business performance
When it comes to monitoring seasonal business trends and how your client compares to others during peak sales seasons, you can:
- Use custom reports to monitor business trends:
Then, schedule said reports to send to your team members and your client. Since clients are often motivated by monetary business trends, this can serve as a continuous reminder of business growth and the clear value of their investment in Klaviyo and your agency services. - Share benchmarks:
When proving the success of your efforts to a client, it is important to give them examples of what “good” looks like. This is where benchmarks come in. In Klaviyo’s Benchmarks tab, you can access data that helps you set better goals, back up your success with industry-specific proof, and uncover where to direct your attention in the future.
Instructions: Learn how to build a product performance report or review benchmarks pages.
Example:
Beantown Coffee was so impressed by the SMS campaign performance report that ABC Agency built for them that they wanted to gain another, this time specific to their performance around their seasonal coffee bean and holiday merchandise.
This BFCM, ABC Agency built them the following product performance report to map out which products were top sellers, and set it to send after their final Black Friday and Cyber Monday sales concluded.
They also peruse each benchmarks page to see what areas their client is excelling in and where they may be missing the mark and should be fixed ahead of this busy time.
Share a clear deliverability score
Deliverability should be top-of-mind for any brand employing an email marketing strategy. Don’t let your client forget how important this is for long-term success, as this will influence their ability to send and for messages to successfully reach the inbox.
How can you keep this top-of-mind?
Share their deliverability score with them. This score will range from 0 to 100, and is populated by Klaviyo based on the client’s deliverability performance in the last 30 days.
To find this score:
- Click Analytics > Deliverability.
- Choose the Email tab as your focus.
- Navigate to Score.
Instructions: Learn how to use all of the tools within Klaviyo's Deliverability hub.
Example:
ABC Agency adds this score to Beantown's next growth review deck and shares updates around score progress regularly with key stakeholders. They are actively working towards improving their sender reputation, so ABC Agency wants to keep the importance of this score front and center in each growth review until they are back on track.
Access your client’s business review dashboard
Did you know Klaviyo automatically populates a business review dashboard for you directly in your client’s account? This takes the manual pressure off of you to build additional views that monitor overall business health; all the while, it’s a great one-stop-shop to send your client if they want to easily visualize recent conversion trends.
Instructions: Learn how to get started with the business review dashboard.
Example:
The Beantown team loved their latest growth review call with ABC Agency, and their Marketing Director vocalized that they wish they had a place where they could look at their customer’s buying trends more frequently, say weekly when they report out weekly growth to their full team.
ABC Agency uses this as an opportunity to fill the team in on this business review dashboard, encouraging them to access this as needed and take note of any questions the team has that they can address together in their next growth review call.
Monitor trends in list growth
List growth is a great indicator of how well your acquisition strategies are performing. Based on your insights, adjust the strategies connected to growing these lists, sign-up form content and placement, third-party lead acquisition (e.g., Facebook lead ads or on-site quizzes), search engine optimization, etc.
Instructions: Learn how to review list growth in Klaviyo.
Example:
For next year, Beantown is really focused on growing their SMS list, since this is their newest marketing channel. Because this is a high priority, ABC Agency includes charts from the list growth report into follow up emails after their growth review call with links to this tool in Klaviyo.
They can easily see how many people were added and removed from their designated SMS list last month and use that as an indicator to set goals for the following month (e.g., aim to increase list size by 5%, reduce churn by 2%).