List growth
Build your audience faster
Your list growth checklist
Launch at least two on-site forms deployed (i.e., pop-up with teaser plus embed).
Best practices & strategic guidance
Follow the best practices below to grow your list size and collect more first-party data that you can use to personalize both your retention and acquisition strategies.
Select a segment to dive deeper:
For entrepreneurs
Small businesses
Enterprise brands
For entrepreneurs
Quick tip
Coordinate your use of ad networks with Klaviyo
For small businesses
Prioritize experimentation within your mainstay forms.
For enterprise brands
Take advantage of your high visitor volume and drive incremental conversion gains by experimenting with more nuanced aspects of your forms.
Quick tip
Personalize ever further with Klaviyo's API
Use embedded Klaviyo forms to personalize banners or sections of your site, or leverage Klaviyo’s group membership APIs for more robust and holistic web personalization powered by Klaviyo data. (Note: This feature requires Klaviyo CDP.)
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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?
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Segmentation
Segment to increase order rate
Your segmentation checklist
Send 3/4 of campaigns to segments rather than lists.
Best practices & strategic guidance
Segmentation is a highly useful tool for achieving 3 key priorities:
For email, maintaining a good “sender reputation” so your emails land in
recipient inboxes
For SMS, segment your most engaged SMS subscribers, and send messages to them multiple times per week
Across both channels, personalize
messages to drive higher
engagement rates
If the majority of your recipients do not open or click your emails, inbox providers will assume you’re sending spam and start to filter your emails to spam folders for all recipients. Using segmentation to only send to your engaged subscribers, or to simply exclude those who’ve stopped engaging from regular sends, is key to maintaining strong email deliverability.
Don’t ignore the rest of your SMS subscriber list, though. Aim for at least one SMS message to folks on your SMS list each week, monitoring engagement rates to see which parts of your audience respond best to which types of messages––and build segments from there.
Personalized emails and texts have significantly higher engagement rates compared to generic, one-size-fits-all marketing. Your key to personalized marketing is creating tailored audiences for strategic sends. By using segmentation to define a specific audience that you believe will be most interested in specific content you have prepared, you can deliver more personalized messages at scale.
PRIORITY #1
PRIORITY #2
PRIORITY #3
Select a segment to dive deeper:
For entrepreneurs
Small businesses
Enterprise brands
For entrepreneurs
Focus on a “less is more” approach when developing a segmentation strategy and target your fully engaged audience—those recently subscribed, or often opening and clicking emails—to maximize reach.
Quick tip
Build your main campaign audience
For small businesses
High rollers
Retain and leverage
Perks, exclusivity, advocacy prompts
Brand enthusiasts
Increse average order value
Related products, volume discount
Recent
Recent
Potential High rollers
Increase frequency
Tease perks, replenishment
Potential enthusiasts
Increse AOV or frequency
Best sellers, related products
Recent
Recent
Nearly theres
Nudge over the line
Sell value, FOMO, mild discounts
Waiting for wows
Push over the line
Limited deals, best offers
Recent
Recent
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Table of Contents
Get started now
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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
SMS marketing
Maximize your SMS revenue
Your SMS marketing checklist
Launch at least 1 form collecting SMS consent. Use click to text for mobile forms.
• Drop the contact card a few messages into your welcome
Launch at least 2 flows actively sending SMS. Besides the SMS welcome series, which should be SMS-only, these can be SMS-only or combined email & SMS flows. Prioritize the following flows:
• Welcome series
• Back-in-stock
Best practices & strategic guidance
Follow the best practices below to grow your SMS list, optimize your SMS flows, build SMS campaigns, and drive more revenue.
SMS forms and list growth
Use a multi-step form to collect both email and phone numbers.
Quick tip
Regulatory risk & importing SMS consent
People who initially consented to SMS but later unsubscribed pose regulatory risk. To minimize risk, aim to import your SMS subscribers into Klaviyo as soon as you download the list from your previous provider.
SMS flows
For attribution purposes, always include a shortened or branded link in SMS messages within flows. In Klaviyo, the “automatically shorten links” button is checked by default in your account. Do not uncheck it, and you’ll be good to go.
For attribution purposes, always include a shortened or branded link in SMS messages within flows. In Klaviyo, the “automatically shorten links” button is checked by default in your account. Do not uncheck it, and you’ll be good to go.
Klaviyo compliance settings
The Klaviyo defaults are set with compliance in mind. The compliance settings are best handled by teams with an outside counsel that want to adjust their SMS marketing to match regional normals. If you are new to SMS marketing, you'll find leaving the defaults enabled makes it easier.
Quick tip
SMS campaigns
For attribution purposes, always include a shortened or branded link in SMS campaign messages. In Klaviyo, the “automatically shorten links” button is checked by default in your account. Do not uncheck it, and you’ll be good to go.
For attribution purposes, always include a shortened or branded link in SMS campaign messages. In Klaviyo, the “automatically shorten links” button is checked by default in your account. Do not uncheck it, and you’ll be good to go.
Quick tip
How to improve your SMS campaign click rates:
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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
The bigger your audience, the more revenue you can bring in.
Experiment with different types of forms:
Optimize your forms with AI:
Segmentation increases click rates, order rates, and deliverability. Your active profiles are the most important part of your list.
Launch location-specific campaigns:
Keep baseline relationships in both email and SMS:
Quickly grow your owned marketing revenue by launching SMS, and sending weekly SMS campaigns.
Build loyalty with your budding VIPs:
Add a footer form:
Ask for email consent during check-out:
Use this logic in Klaviyo to build your main campaign audience:
Write shorter SMS messages.
Launch an exit intent pop-up form:
Experiment with your homepage sign-up form: