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
Multi-channel campaigns
Fuel growth with
multi-channel campaigns
Across channels, top-performing brands send at least 12 campaigns per month.
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?”
Your multi-channel campaign checklist
Send 2 email campaigns per week to your engaged segment.
Send 4 additional segmented email campaigns for a total of ~12 sends per month.
Monitor and maintain high engagement with email campaigns:
Send at least 1 SMS campaign per week.
Monitor and maintain high engagement with SMS campaigns:
• 47% open rate
• 2.15% click rate
• 0.41% order 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 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:
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).
When and how: Aim for 1-2 emails a month that focus on novel content (not squarely product promotion) and adapt your cadence and promotion channels based on engagement. Snackable or long-form content, such as blogs, are best to promote via email. If your brand is active on social media, try promoting a new Instagram story or content-based post via SMS.
- Beauty tutorials for hair and makeup products
- Styling guides for clothing
- Dog park etiquette for pet products
- Birthday party ideas for kids’ products
- A weekly cleaning schedule for cleaning products
Campaigns that feature traffic-driving events
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:
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.
When and how: Aim for 2+ messages a month that focus on traffic-driving events. Experiment with email and SMS to see which channel drives the highest RPR for your brand. SMS can be a great way to capture attention and drive subscribers back to your site.
- Company updates
- New product launches
- New seasonal collections
- Announcing low inventory on a favorite product
- Announcing a product that has become a new trend or is a new bestseller
- Price drops on products or collections
- New collaborations
- Press highlights
Campaigns that mainly promote products
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:
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.
When and how: These campaigns will be a consistent part of your weekly marketing cadence. Each week, pick two products or product categories to promote. Draft a campaign template that visually features the product, alongside a hook that piques interest by communicating why someone should buy. Experiment with highlighting a really strong product review or a description of the product that highlights key benefits. Depending on the size of your customer base, you can use segmentation to send these campaigns only to those most likely to express interest based on recent activity levels, past product views, or purchases.
- Sell off inventory you’d like to move
- Drive up sales for an exclusive time period
- Increase conversions with an audience that may need an extra push
If you do nothing else: Send 12 campaigns per month
Campaign optimization matters:
The top 10% of brands drive a 2.54% median click rate and a 0.52% order rate with campaigns. A/B test, segment, and optimize to make your campaigns more impactful.
Need help planning your calendar?
Follow our strategy guide for best practices on building your campaign calendar.
Campaign optimization matters:
The top 10% of brands drive a 2.54% median click rate and a 0.52% order rate with campaigns. A/B test, segment, and optimize to make your campaigns more impactful.
Need help planning your calendar?
Follow our strategy guide for best practices on building your campaign calendar.
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
Learn more
Start driving more impact today. Sign up to get started with Klaviyo, or upgrade your account to get more sends.
Get started now
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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
Segmentation
Segment to increase order rate
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.
Your segmentation checklist
Send 3/4 of campaigns to segments rather than lists.
Use 8 or more unique segments per month for campaign sends.
Use a tiered engagement segmentation strategy, or an RFM segmentation strategy.
Best practices & strategic guidance
Segmentation is a highly useful tool for achieving 3 key priorities:
PRIORITY #1
PRIORITY #2
PRIORITY #3
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.
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.
If you’re new to segmentation, start here:
Build loyalty with your budding VIPs:
Create a segment of customers who have purchased at least 3x. Then, foster a more personal relationship that will also increase their future average order value (AOV) and lifetime value (LTV).
You can do this by sending them advanced notice of new releases or promotions, allowing them to pick out their own bundle of 2+ products to receive 5% off the bundle, inviting them to feature their favorite products on their social media in exchange for a free gift, sending them a survey to ask what more they would like to see from your marketing content, or sending them a survey to ask what products or services they most need right now in your company’s product category.
Launch location-specific campaigns:
As you grow your customer base, begin to segment your audience by location. Send emails about an upcoming pop-up location to your Brooklyn base, if that’s where you will be. Or, let folks in Texas know they can find your new goods in H-E-B.
Keep baseline relationships in both email and SMS:
Make sure each person on your email and SMS list, no matter how you are segmenting, is getting at least one message in that channel each week.
Quick tip
Use this logic in Klaviyo to build your main campaign audience:
Is consented to receive email marketing AND has been created in the last 90 days OR has opened at least one email in the last 90 days OR has clicked at least one email in the last 90 days
- Has been created in the last 90 days
OR
Has opened at least one email in the last 90 days
OR
Has clicked at least one email in the last 90 days
Build your main campaign audience
For small businesses
For regular weekly campaign sending, implement a tiered engagement segmentation strategy that looks like this:
Send 70% of campaigns to engaged profiles:
Send 20% of campaigns to a broader audience:
Send 10% of campaigns to the whole list:
Here's what to send to this segment:
Here's what to send to this segment:
Here's what to send to this segment:
- Standard snackable content
- Less targeted promotions
- Highly relevant or unique content, such as content from a guest writer or influencer campaign content
- Large promotions
- Large traffic-driving events
- Most promotions
- Most traffic-driving events
For enterprise brands
When shaping a more advanced campaign strategy and building your audiences around engagement, consider recency, frequency, and monetary value (RFM).
As you build Klaviyo-recommended RFM segments, remember that segmentation is only half the battle. You also need to alter the language in your messages for that specific segment. Here are a few examples.
When shaping a more advanced campaign strategy and building your audiences around engagement, consider recency, frequency, and monetary value (RFM).
As you build Klaviyo-recommended RFM segments, remember that segmentation is only half the battle. You also need to alter the language in your messages for that specific segment. Here are a few examples:
As you build Klaviyo-recommended RFM segments, remember that segmentation is only half the battle. You also need to alter the language in your messages for that specific segment. Here are a few examples:
For “nearly theres” (prospects):
Be more assertive. Know the pain points, highlight the value prop, and be persuasive to ask for that click
For potential enthusiasts and potential high rollers (customers):
Be more delicate with your messaging. Entice them to come back for more, or for similar products.
For high rollers and brand enthusiasts (VIPs):
Prioritize advocacy and continued nurturing to ensure ongoing loyalty and repeat sales. Keep them coming back for more.
Core marketing audience
75% of your time goes here
High rollers
Retain and leverage
Perks, exclusivity, advocacy prompts
Recent
Frequent
High value
Recent
Frequent
Low value
Brand enthusiasts
Increse average order value
Related products, volume discount
Potential High rollers
Increase frequency
Tease perks, replenishment
Recent
Not frequent
High value
Recent
Not frequent
Low value
Potential enthusiasts
Increse AOV or frequency
Best sellers, related products
Recent
Frequent
Recent
Not frequent
Nearly theres
Nudge over the line
Sell value, FOMO, mild discounts
Waiting for wows
Push over the line
Limited deals, best offers
If you do nothing else: Make segmentation a critical part of your campaigns
Segmenting by engagement level matters:
Top-performing brands often implement a tiered engagement segmentation strategy in which they send 70% of campaigns to engaged profiles, 20% to a broader audience, and 10% to the whole list.
Not sure where to start?
Pick a few high-value segments, like repeat purchasers, new shoppers, or high-value customers, and craft campaigns specifically for them. Find more ideas in our best practices guide on creating an engagement-based sending strategy.
The top 10% of fast-growing brands make segmentation a critical part of their campaigns, which keeps their spam and bounce rates low.
Build more segments
More inspiration & use cases
3 successful SMS & email segmentation use cases from Jenni Kayne, Huda Beauty, and Compass Coffee
Learn more
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
List growth
Build your audience faster
The bigger your audience, the more revenue you can bring in.
You should have at least two sign-up forms live on your website, 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.
Your list growth checklist
Launch at least two on-site forms deployed (i.e., pop-up with teaser plus embed).
Maintain an average monthly submit rate > 3.0%.
Collect consent at check-out.
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
Launch an exit intent pop-up form:
Trigger a pop-up form on exit intent to incentivize sign-up by offering updates on new products and promotions alongside a discount.
Why? For new site visitors who have not yet subscribed or become “identified” to your business, capturing their information for future marketing is critical to building your brand’s audience. Once you have their email, you can work to convert these visitors into paying customers through flows and campaigns.
What: Ask for an email address and a phone number for SMS marketing. Offer a promotional discount your brand is comfortable with to acquire this new lead (common incentive: 10% off a first purchase, with an expiration of 7 days to create urgency). If there’s information that would help you personalize future marketing—pet type, skin care problem, etc.—you can also collect that here. Adding more fields to your form may reduce completion rates, so A/B test before committing to a direction.
Note: Consider using an exit intent pop-up for first-time visitors. Always use a teaser-style form to improve opt-in rates as shoppers continue returning to your site.
Add a footer form:
For site visitors who scroll to the bottom of your website, incentivize sign-up by offering updates on new products and promotions.
Why? This is a non-obtrusive, low-commitment, but effective way to encourage a new site visitor to express interest in building a relationship with your brand.
What: Given the footer form’s position on the website, ask for an email address only to improve the volume of opt-ins. Consider offering a promotional discount to new subscribers here if you also offer one in other lead capture methods.
Ask for email consent during check-out:
This is a method to collect email marketing consent at the time a shopper is placing an order.
Why? When customers complete the check-out process, they already have to enter their email address. This is an excellent opportunity to ask customers if they would also like to receive email marketing.
What: Include a checkbox, default unchecked, where a customer can indicate they would like to receive marketing follow-up from your brand––for both email and SMS.
Quick tip
- Sync your subscriber list to a custom audience in Meta and Google, then create a lookalike audience to find similar shoppers. This will drive more high-quality traffic to your website.
Coordinate your use of ad networks with Klaviyo
- If you’re using Meta, Google, or other channels for acquisition, create an on-site form targeting traffic coming from those platforms. This way, you can create a consistent experience from your ad back to your website. For example: If you are offering a 5% discount on your Facebook ad, create a pop-up form that reiterates that offer for traffic coming to your site from Facebook.
For small businesses
Prioritize experimentation within your mainstay forms.
Experiment with your homepage sign-up form:
Drive the majority of your new sign-ups with your homepage sign-up form by adjusting:
Pop-up timing: how soon the form appears after a visitor lands on your site
Content: different incentives, or no incentive
Targeting: different forms for customers who have not opted into marketing vs. net-new leads
Experiment with different types of forms:
Consider A/B testing fly-out forms to grab attention and promote key products or bundles when existing customers land on your website. Target these forms to segments for cross- or up-sell opportunities, where the CTA is to view a given item or add to cart. This is a great and low-lift way to personalize your web experience.
Optimize your forms with AI:
Klaviyo AI’s forms display optimization feature tests multiple versions of your form to find the highest-converting display time. No need to run A/B test after A/B test to find the best display time—Klaviyo AI does this for you, then sets the winning form live.
For enterprise brands
Take advantage of your high visitor volume and drive incremental conversion gains by experimenting with more nuanced aspects of your forms.
- Use UTM targeting to personalize form experiences based on the source of new traffic.
- Introduce quizzes for more sophisticated lead capture.
- Prioritize forms and quizzes for progressive profiling, to collect more information on both new and existing subscribers and enhance omnichannel personalization.
Quick tip
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.)
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.)
If you do nothing else: Publish at least two forms to expedite list growth
Form conversion rate matters:
The top 10% have a 3.6% conversion rate—and they’re continually optimizing it.
What to do next:
Launch at least two forms on your site—one for new visitors and another targeting email subscribers, encouraging them to join your SMS list. Then, A/B test offers to increase conversion. Learn how to build and customize your sign-up forms.
High-growth brands have at least two forms live on their site—typically one pop-up and one embedded form.
Launch more forms
More inspiration & use cases
4 list growth use cases from Creekside Nursery, Bear Paw, Caden Lane and Leonisa
Start driving more impact today. Sign up to get started with Klaviyo, or upgrade your account to get more sends.
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Upgrade now