Table of Contents
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Executive summary
Multi-channel campaigns
01
05
SMS marketing
Automated flows
02
06
List growth
Priority checklist
03
07
Segmentation
What’s next?
04
08
Executive summary
Best practices from top-performing brands
Add more automated flows
Flows drive the most revenue per recipient (RPR) because they send automatically based on someone’s behavior. One secret to flows is more flows, not necessarily complex flows. Maximize flow revenue by adding more automations across the customer journey. Start with welcome flows for email and SMS, browse and cart abandonment, post-purchase, win-back, sunset, and VIP flows.
Drive more revenue with campaigns
Across channels, top-performing brands send at least 12 campaigns per month across email and SMS. You can drive more growth with even just one campaign per week, and easily increase campaign volume with segmentation. Campaigns with an element of urgency work best, like product launches and limited-time offers. Gut-check your campaigns by asking, “Would I want to receive this?”
Segment your campaigns
Segmentation increases click rates, order rates, and deliverability. Your active profiles are the most important part of your list. Active profiles are subscribers who have engaged in the last 180 days. Keep that part of your list growing, and active, with segmentation. Creating more segments helps you increase your campaign volume by sending smaller, more targeted campaigns to specific audiences.
Grow your list(s)
The bigger your audience, the more revenue you can bring in. You should have at least two sign-up forms live, but don't stop there. Encourage your email subscribers to join your SMS list, build a VIP audience, and add consent at check-out to get started. Use forms to grow your list and your first-party database so you can segment even further.
If you aren’t using SMS, start now
Quickly grow your owned marketing revenue by launching SMS, and sending weekly SMS campaigns. Launch a pop-up form targeted to your email subscribers encouraging them to join your SMS list. Set up an SMS welcome series and send at least one campaign per week.
The fastest-growing brands on Klaviyo are seeing over 240% annual growth in Klaviyo-attributed value (KAV). Here’s what these brands are doing to drive those results—and how you can do the same.
Grow your
list(s)
If you aren’t using SMS, start now
Segment your
campaigns
Drive more revenue
with campaigns
Add more
automated flows
Quarter-over-quarter engagement rates are relatively steady—especially in email.
Q1
Q2
Q3
Q4
Most industries saw only marginal changes from one quarter to the next across average open rate, click rate, and placed order rate.
The exception to this: some industries, like food and beverage, saw higher placed order rates and revenue per recipient in Q4 2023, but the largest increases are less than $0.04 in RPR, primarily in SMS marketing.
What does this mean for the wider ecommerce industry?
These days, shoppers expect sales all year, not just on Black Friday—year round, brands often compete for consumer attention with clever discounts and limited-time offers.
Brands that want to excel beyond the average will need to go beyond discounts to develop smarter digital relationships. Effectively using customer data for smarter segmentation and better personalisation is key to standing out. (Keep an eye out—more tactical advice on this later in the report.)
Most of the strategic recommendations in this guide are based on your brand’s list size:
Entrepreneur
Small business
Enterprise
20K
20-200K
200K+
A list size under 20,000 subscribers.
A list size between 20,000 and 200,000 subscribers.
A list size bigger than 200,000 subscribers.
See the best practices in action
Otherland grows revenue from Klaviyo flows 157% in first quarter with Klaviyo SMS
Bearpaw grows their email list 48% YoY
with Klaviyo
Marine Layer grows revenue 40% YoY using email, SMS, and POS integration
Otherland increased flow KAV 157%, grew their welcome flow revenue 3.3x after adding SMS, and drove 3.8x the median SMS campaign RPR for accounts like theirs.
Implementing targeted pop-ups increased form conversion rate to 2.7x the median for their closest 100 peers, and a custom SMS welcome flow helped contribute to a 40% growth in KAV.
An omnichannel marketing approach with Klaviyo as the hub has helped Marine Layer sustain growth for nearly a decade.
Start driving more impact today. Sign up to get started with Klaviyo, or upgrade your account to get more sends.
Get started now
Upgrade now
Table of Contents
Get started now
Upgrade now
Executive summary
Multi-channel campaigns
01
05
SMS marketing
Automated flows
02
06
List growth
Priority checklist
03
07
Segmentation
What’s next?
04
08
Data-backed steps to grow faster with email & SMS
best practices based on
an analysis of 143k brands
We analyzed 143K brands to better understand the actions that are driving growth and success.
Now, we’re giving you data-backed best practices and next steps you can use to drive impact right away.
Table of contents
01
Executive summary
Best practices from
top-performing brands
02
SMS marketing
Maximize your SMS revenue
03
List growth
Build your audience faster
04
Segmentation
Segment to increase order rate
05
Multi-channel campaigns
Fuel growth with multi-channel campaigns
06
Automated flows
Drive more revenue per recipient
07
Priority checklist
Start growing like
top-performing brands
08
What’s next?
How Klaviyo helps you succeed
Start driving more impact today. Sign up to get started with Klaviyo, or upgrade your account to get more sends.
Get started now
Upgrade now