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Multi-channel campaigns

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Your multi-channel campaign checklist

Send 2 email campaigns per week to your engaged segment.

•  47% open rate
•  2.15% click rate
•  0.41% order rate

•  Maintain a 7% SMS click rate

Best practices & strategic guidance

Your content strategy and style ultimately depend on your business goals, industry norms, and brand voice. But 3 types of campaigns can help every brand establish a differentiated cadence to drive traffic and conversion.

Campaigns that feature traffic-driving events

Campaigns that mainly promote products

If you do nothing else: Send 12 campaigns per month

The fastest-growing brands send an average of 12 campaigns per month across email and SMS. Examples include flash sale announcements, new product drops, holiday-specific offers, company wins, or community highlights.

Launch your campaigns

More inspiration & use cases 

3 ways to increase email & SMS frequency from Aura Bora, Proozy, & Linksoul

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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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Automated flows

Drive more revenue

Your automated flow checklist

Aim for an average flow order rate of 2.6%.

•  Welcome series
•  Abandoned cart
•  Post-purchase
•  Review request

•  Welcome series
•  Abandoned cart
•  Browse abandonment
•  Win-back
•  Review request
•  Post-purchase
•  Back-in-stock

•  Welcome series
•  Abandoned cart
•  Browse abandonment
•  Win-back
•  Review request
•  Post-purchase
•  Back-in-stock
•  Cross-sell flow
•  +2 specific to bespoke integrated

•  +2 specific to bespoke integrated

Best practices & strategic guidance

To get the most out of your flows, keep these best practices in mind when setting them up.

Treat your flow strategy 

Think of your flow strategy as a nurture program to grow LTV. Flows drive incremental revenue by engaging with every customer as they show increased or decreased interest with the brand.

Subscribe

View product

Add to cart

Start checkout

Purchase

Use product

Become a fan/promoter

Become a churn risk

Customer research

Site bounce

Welcome series

Browse

Cart

Checkout

Review

Review thank you: Positive review

UPSELL

THANK YOU

CUSTOMER WINBACK

Negative review response

Review thank you: Negative review

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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

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

Across channels, top-performing brands send at least 12 campaigns per month.

Campaigns that offer snackable content

What: Write short but attention-grabbing blog posts that reference your products and offer novel value to your subscribers. Educating customers on how to use a product, or giving subscribers inspiration on trends related to your product line, can generate excitement and interest. Examples:
 

What: Drive traffic to your website by sending marketing campaigns that promote something new and different, or introduce a sense of urgency—without offering a discount. Examples:

 

What: It's important to regularly promote your products—individually, together, and by category. Product promotion campaigns can include discount promotions or other incentives that support your business needs. Examples:

 

For entrepreneurs: Set up at least 2-4 flows to capture and convert traffic. Those flows should be:

For small businesses: The fastest-growing small business accounts on Klaviyo have these 7 flows in common:

For enterprise brands: The fastest-growing enterprise accounts on Klaviyo have 10 or more flows live. To get to 10, create flows that support brand investment in integrations—like your loyalty program, price drop alerts, and more. 

Visit site

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:

Why: Subscribers are more likely to stay subscribed, and engage with your content, if you don’t exclusively promote what you sell in every interaction. Pair useful information like this with traffic-driving events and conversion-driving promotions, and you’ll strengthen your relationships with consumers in a way that translates to higher customer lifetime value (LTV).

Why: The key to increasing average order value (AOV) and LTV is getting customers back on your website. Many brands default to leading with discounts and incentives to drive traffic, but that’s not always the best strategy. Send email and SMS campaigns without a discount incentive to diversify your marketing tactics, increase conversion opportunities, and protect your margins.

Why: The average person needs to see a brand, product, or service 7x in messages before they buy. Keeping your products top of mind using targeted email, SMS, and mobile push is critical for nurturing your customers and subscribers to buy.

Campaign optimization matters:

Campaign optimization matters:

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.

Build loyalty with your budding VIPs:

Use this logic in Klaviyo to build your main campaign audience: