Access predictive analytics
You need the following to access predictive analytics:
- At least 500 customers have placed an order
- You have an ecommerce integration or use our API to send placed orders
- You have at least 180 days of order history and orders within the last 30 days
- You have customers who have placed 3 or more orders
Research your customer base and determine your customer personas
Before you begin messaging your customers, you first need to better understand how customers view your business and what they want from your brand.
Identify how you measure up against competitors
To understand how your customers think of you, you need to be aware of other players in your space that customers likely compare to you. Research your competitors to gain insight into why customers would choose you over another business, and vice versa.
Track how customers interact with your brand
It’s essential to track the metrics that are important to your business goals. Make sure you review and adjust your metrics in Klaviyo, to send all of the customer actions you want to know into Klaviyo. This information also helps inform your predictive analytics.
Ask customers what they want from you
Unsure about what your customers are looking for? Go right to the source! Consider conducting surveys or running interactive quizzes to gain better insight into your customers’ needs. Save this information as profile properties in Klaviyo to later help you build segments and send targeted messages.
Organize your customers by likely behaviors and characteristics
Once you get a better sense of who your customers are and how they interact with your brand, you can go a step further and predict what they’re likely to do next using historical data and predictive analytics in Klaviyo. Create segments using predictive analytics that will empower you to send more relevant messages.
Categorize customers based on their spend potential
Use predicted CLV (customer lifetime value) analytics to group your customers by the amount they’re likely to spend in the next year. You can create segments based on AOV (average order value) to gauge which customers fall above and below the fold of average spend, and use these segments to target appropriate products and incentive programs.
Uncover what customers are likely to buy from you
Create segments based on what your customers have purchased from you in the past, and use these segments to promote similar or relevant products. Incorporate predicted gender into these segments to further specify your content.
Anticipate churn-risks before they fall off
Churn risk prediction and expected date of next order are predictive analytics that are helpful indicators for identifying disengaged customers. Create a segment of customers whose predicted date of next order is very far in the future, or nonexistent, for re-engagement efforts.
Lead with personalization in your messaging
Use your refined segments to create more targeted sign-up forms and campaigns, and use predictive analytics to trigger flow messages to send at the optimal time.
Promote hyper-relevant content
Use your targeted segments to send proactive messages about content your customers are likely to be interested in. Try promoting specific products they’re likely to purchase based on product type and price range. Strategically optimize your discounting for customers who are likely to convert only with an incentive.
Assuage potential blockers and drop-off points
When you use predictive analytics to identify churn risks, you can effectively re-engage customers with proactive marketing. Try delivering an incentive to these customers, ask for feedback, or reinforce the value of your brand through social proof.
Trigger messages to send when they’re likely to make the most impact
Schedule your messages and branch your flows by predicted expected date of next order analytics, so you reach your customers right when they’re itching to shop with you again. Use the average time between orders insights to identify a messaging cadence that works for all of your customers.
Continuously monitor performance and iterate on your strategy
Your customer base is always changing, and to continue to be proactive, you need to consistently monitor your marketing efforts and adjust your strategy accordingly.
Measure performance of your messages
Analyzing the performance of your proactive marketing helps you understand what’s resonating and what needs to change. Familiarize yourself with your sign-up form, campaign, and flow metrics in Klaviyo to see where you’re hitting the mark and falling short.
Refine your targeted segments
If your recipients aren’t engaging with your messages, you may need to tweak your segments. Play around with the historical data and predictive insights you have to tighten or widen the scope of your segments to help make your messages relevant to the right people.
Adjust your content to better meet your customers’ needs
Continue to iterate on your messaging strategy so you can adapt to the ever-changing needs of your customers. Proactive marketing is all about anticipating what your customers want and delivering it to them at the right time; allow your strategy to be agile to make sure your content always resonates.