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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

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

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: