Implement new tech stack improvements in Klaviyo

How to…

…make your marketing strategy cohesive? You must merge your client’s owned channels (emails, SMS, mobile push) with the data and capabilities available through their new integration.

This often means that you will:

1. Launch new acquisition strategies in and outside of Klaviyo.
2. Retain new customers with your flow pathways and triggers based on integration-specific metrics.
3. Increase conversions by targeting segments (built with the metrics syncing through your integration) with relevant campaign content.

In the sections below, we’ll highlight a mock example of how ABC agency helped their new client SWAK Cosmetics uses several common integrations to facilitate a few stages of the customer journey in particular: acquisition, conversion, retention, and advocacy.

Tip: There are hundreds of integrations out there that you may be working with; use this as an example to learn from and refine the strategies based on your client, the integration, and their unique use case.

Gain new subscribers

While not every new integration focuses on acquisition, many open new doors for how you can expand your acquisition strategy. Consider: What data is now flowing into Klaviyo that can improve sign-up form content and targeting; or can I create a new funnel for how prospective customers learn about this brand?

Let’s review how ABC agency helps SWAK gain subscribers using both Facebook Advertising and Jebbit. Note that Klaviyo also integrates with other social media (e.g., TikTok, Pinterest, and Google Ads, which includes YouTube) and quiz platforms (e.g., Okendo, Digioh, etc.).

1. Provide clear value:
With Facebook Advertising, ABC Agency creates lead ads that draw attention with a clear lead magnet (i.e., incentive to share contact details). They offer a quiz, using a tool called Jebbit, that pairs shoppers with their perfect makeup palette. Other lead magnets include: ebooks, discount codes, webinars, etc.

2. Target the right person:
ABC Agency puts ad spend to good use via targeting. They sync a VIP segment from Klaviyo into Facebook, and build a lookalike audience (that closely resembles their VIPs). This helps put ad content in front of those most likely to convert.

3. Get ready to retain:
A golden rule of acquisition: fulfill the promises you make. ABC Agency builds a flow that sends once someone fills out SWAK's lead ad. They even split the flow based on if someone shops.

Learn how a real brand, Pair of Thieves worked with a Klaviyo agency partner, MuteSix, to grow their brand via Klaviyo’s Facebook Advertising integration. Read the case study.

Automate a smoother shopping experience

Integrations open the doors to stronger automations. Create new flows based on the data syncing into Klaviyo, or build distinct flow pathways that directly relate to actions a recipient has taken in the tool.

Let’s take a look at how ABC Agency uses flows to facilitate the shopping experience for SWAK Cosmetics customers. In particular, they weave in data syncing from Recharge (to offer makeup subscriptions) as well as Aftership (to track shipping updates).

1. Trigger new flows:‍

Use integration data to build metric-triggered flows. ABC Agency uses Recharge data in particular to send a message when someone starts or cancels a subscription, as well as when an order is on it’s way. They also integrate Klaviyo with Aftership to send non-subscription order updates.

2. Incorporate integration data into existing flows:

You should have flows for each stage of the customer journey, including welcome, abandoned cart, post-purchase, winback, etc. ABC Agency incorporates integration data into these flows to further customize them. For instance, they split SWAK's post-purchase flow based on if someone has or has not signed up for a Recharge subscription. Those who have not are encouraged to sign up now.

Learn how Klaviyo customer, Splash Wine uses Recharge to retain customers. Read the case study.

Drive loyalty through integrations

Outside of automated flows, you can also use integrations to send more targeted content via campaigns throughout the year. How? Use the data syncing from your integration to build robust segments. Then, target these segments with relevant content in Klaviyo.

Let’s say ABC Agency has helped SWAK Cosmetics boost conversions with a focus on brand loyalty; they may use integrations like Smile.io to incentivize consistent shopping and Gatsby to promote their brand across social media.

1. Create segments with integration data:

Now that you have new metrics syncing from your integration, build relevant segments based on what someone has or has not done in the tool. ABC Agency has a base-level VIP segment, that is used to trigger a VIP loyalty flow. This flow will encourage someone to join their VIP program to gain loyalty points via Smile and incentivize them to post on social media (this data will then sync to Klaviyo via Gatsby). They also use engagement data from these tools (e.g., number of times they mentioned SWAK on social, or number of loyalty points gained) to build more robust segments of their VIP audience.

2. Send targeted campaigns:

Target your new segments with campaigns that directly relate to them. ABC Agency uses their unique loyalty segments to target an upcoming summer savings email. One variation of the email features a show/hide block that encourages someone with a lot of loyalty points (over 500) to use them up on their newes summer products. Show/hide blocks allow you to target specific content blocks to either appear or not appear based on information about your recipient, so each will receive a highly personalized email. Learn more about show/hide blocks.

Learn how Klaviyo x Gatsby integration transforms Kulani Kinis’ fanbase into a powerful brand ambassador program. Read the case study.