10 Tips for Klaviyo Email Marketing Success

Klaviyo is popular with Shopify stores because it pulls in order and browsing data and makes it usable in emails, SMS and segments. The platform is powerful, which is also why many accounts are set up half-way. These tips focus on what moves revenue.

1. Build flows before campaigns

Flows are automated messages triggered by behaviour. Start with:

• Welcome series
• Abandoned checkout
• Browse abandonment
• Post-purchase (thank you, how to use, review request)
• Win-back for lapsed customers

Klaviyo's flow library has templates for each. Customise the copy; templates sound like templates.

2. Segment by engagement

Create segments such as "opened or clicked in the last 90 days" and send most campaigns there. Mailing unengaged contacts every week hurts inbox placement for everyone.

3. Use predictive analytics

Once you have enough order history, Klaviyo shows predicted next order date, predicted customer lifetime value and churn risk on profiles. Use them to time replenishment reminders and VIP offers.

4. Personalise beyond the first name

Dynamic product blocks, recently viewed items and conditional content by past purchase category feel more personal than "Hi Sam".

5. Write subject lines like a person

Short, specific and honest. A good subject line tells the reader what is inside. See 25 email subject lines that get opened.

6. Test one variable at a time

Klaviyo supports A/B tests on campaigns and flow messages. Change only one thing (subject, send time, offer, layout) and wait for enough recipients before calling a winner.

7. Protect deliverability

Authenticate your sending domain (SPF, DKIM and DMARC), use double opt-in where it makes sense, and suppress contacts who have not engaged in months. Gmail and Yahoo's bulk sender rules require authentication and easy unsubscribes.

8. Add SMS carefully

SMS works for time-sensitive messages and VIPs. Collect explicit consent, keep messages rare, and do not duplicate every email as a text.

9. Measure revenue honestly

Attribution windows decide what counts as email revenue. Look at placed order rate and revenue per recipient by flow, and compare against a holdout where possible, rather than celebrating attributed revenue alone.

10. Review flows every quarter

Products, offers and seasons change. Check each flow's performance, fix broken images and outdated discounts, and retire messages that no longer earn their place.

A first-week Klaviyo checklist

1. Connect your store and confirm data is syncing.
2. Authenticate your sending domain.
3. Build sign-up forms and connect them to a list.
4. Launch welcome and abandoned checkout flows.
5. Create an engaged segment for campaigns.
6. Send one campaign to that segment and review the results.

Then add browse abandonment, post-purchase and win-back flows over the following weeks.

Is Klaviyo the right tool for you?

It suits stores that will use segmentation and automation. Smaller stores may be fine with Shopify Messaging (formerly Shopify Email) or Mailchimp. Compare options in Klaviyo alternatives and ActiveCampaign vs Klaviyo.

Frequently asked questions

Does Klaviyo have a free plan?

Klaviyo has offered a free tier for small lists with a monthly email send limit. Plans and limits change, so check Klaviyo's pricing page for the current numbers.

How often should I email my list with Klaviyo?

Many stores send one to three campaigns a week to engaged subscribers and less often to less engaged segments. Frequency matters less than relevance and engagement.

What is a good open rate in Klaviyo?

Open rates are inflated by Apple Mail Privacy Protection, so treat them as a rough signal. Clicks, placed orders and revenue per recipient are more reliable.

Sources and further reading

• help.klaviyo.com/hc/en-us/articles/115002779071
• klaviyo.com/pricing

Platform features, prices and policies change. Check the official help pages linked above before you act on a detail that matters to your store.