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Data-backed steps to grow faster with email & SMS

best practices based on 

Table of contents

01

Executive summary

Best practices from

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

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.

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Table of Contents

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Table of Contents

01

Executive summary

02

SMS marketing

03

List growth

04

Segmentation

05

Multi-channel campaigns

06

Automated flows

07

Priority checklist

08

What’s next?

Get started now

Upgrade now

Best practices from top-performing brands

Executive summary

Quarter-over-quarter engagement rates are relatively steady—especially in email.

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.

Q1

Q2

Q3

Q4

What does this mean for the wider ecommerce industry?

If you aren’t using SMS, start now

Grow your

Segment your

Drive more revenue

Add more

Most of the strategic recommendations in this guide are based on your brand’s list size:

Entrepreneur

20K

A list size under 20,000 subscribers. 

Small business

20-200K

A list size between 20,000 and 200,000 subscribers.

Enterprise

  200K+

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

Read their story

Read their story

Read their story

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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.

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.

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.

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?”

Add more automated flows

Table of Contents

Get started now

Upgrade now

Table of Contents

01

Executive summary

02

SMS marketing

03

List growth

04

Segmentation

05

Multi-channel campaigns

06

Automated flows

07

Priority checklist

08

What’s next?

Get started now

Upgrade now

We analyzed 143K brands to better understand the actions that are driving growth and success. 

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. 

 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.

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.) 

SMS marketing

Maximize your SMS revenue

Quickly grow your owned marketing revenue by launching SMS, and sending weekly SMS campaigns.