Klaviyo is the best email marketing system in the marketing world today. Klaviyo enables deep personalization for each customer at all funnel stages and throughout the customer journey on their way to purchasing your product, helping to create a special and personalized experience for every customer. Klaviyo helps build an honest and genuine relationship with your customer, which is very important today across the digital world and e-commerce in particular. In the following article, we will review all the important and relevant steps, from properly opening a Klaviyo account to sending a campaign and building an infrastructure to generate additional revenue for your business using email marketing.
Step 1 - Creating a Klaviyo account and verifying via email
Go to the link here and complete a standard sign-up for Klaviyo email marketing. Choose the e-commerce system your website is connected to (in our case, WooCommerce), audience size, and email verification. A routine and simple step.
Step 2 - Connecting your e-commerce store to Klaviyo
Klaviyo allows you to integrate with almost all e-commerce platforms available today. Once you connect your store to Klaviyo, you can start collecting data and building personalization for each customer. It is very important that the integration with the e-commerce system your website runs on aligns with the organization’s marketing needs. Usually, you can simply connect your store during the Setup Wizard step upon initial registration with Klaviyo. I recommend enabling the 2 main tracking metrics:
- Active on site – detects when a user visits the website.
- Viewed product – detects when a user views a specific product.
There are other types of tracking that can be added using a snippet you will need to add to your website’s code.
Step 3 - Inviting your team
If you have team members who need access to the system, we recommend adding them in advance so they can assist you in setting up and building the account. To add a new member to the system: click on the account name at the top right and in the dropdown that opens, select Account. Then click on Settings, then on Users, and finally on Add New. From here, add the user’s details and choose an access level for the account. After you finish updating the user’s details, click on Add User.
Step 4 - Transferring all information and data from the previous email marketing provider
If you came from another email marketing platform previously, you should ensure that all subscribers and all their data are transferred correctly so that we do not lose our list and duplicate work.
For a detailed explanation on migrating from any platform to Klaviyo, click here
Step 5 - Creating the email list
It is important to add your main lists and your suppression list (those users who unsubscribed from receiving emails) so that your email marketing system is ready to send emails properly.
Step 6 - Design a pop-up and forms for collecting subscribers
In addition to uploading your user list into the system, now is the time to prepare new ways for new users to join your list in order to increase revenue in your e-commerce store. Klaviyo allows for easy and convenient creation of designed pop-ups that can be published on your site with a large number of different and unique options and rules to increase conversion rates.
Creating Your First Form
To start building a “sign-up form” to collect emails – click on Signup Forms and choose a pre-made pop-up (or create a new one) according to your needs, and design it to match your brand. We recommend choosing a pre-made pop-up and working on it, as it’s easier to achieve high-quality results quickly.
Step 7 - Configuring the account for optimal use
Email deliverability is when an email message is successfully delivered to your recipient’s inbox (including tabbed inboxes, such as Google’s Promotions tab). An email is delivered unsuccessfully when it lands in the spam folder or is completely blocked from reaching the inbox. Multiple emails sent continuously to the spam folder can negatively affect your overall sender reputation over time.
For a beginner in Klaviyo, it is critical to “warm up” your sending infrastructure. Setting up your infrastructure will help inbox providers recognize you as a “good” sender and kickstart the process of building a positive sender reputation. Here are the main items you need to complete to ensure your sending infrastructure is set up for success:
- Migrate engagement data from your previous ESP (Step 4)
- Activate high-engagement “flows” (e.g., welcome flow, abandoned cart, and browse abandonment) and let them run for at least 3-7 days.
- Start sending campaigns to engaged segments.
- Track and monitor the data.
Understanding Segments
Unlike traditional subscriber lists, segments are groups of contacts defined by a set of conditions. Lists are static, meaning they grow as people subscribe or are added manually. Segments, on the other hand, are dynamic, so they grow as people meet the segment conditions and shrink when people no longer meet them. Therefore, creating and sending to engaged segments is critical when using a new email marketing platform. As we’ve already mentioned, starting on a new ESP means you have to build your reputation from scratch.
The segments we’ll create here are based on customer engagement with your emails (opens or clicks). That’s why it’s important to include engagement data for profiles migrated from a previous ESP. If your list is starting from scratch with Klaviyo, we still recommend using these segments initially, and every new profile will be added to them. Click on Lists & Segments in the side menu and then on the Create List/Segment button and start creating the following segments:
30-Day Engaged Segment
60-Day Engaged Segment
90-Day Engaged Segment
Step 8 - Designing an email and sending a campaign
Now that you understand setting up your segments, it’s time to start building your first campaign. It is important to send your first campaigns to encourage opens and clicks, and to slowly build your sender reputation. However, when creating your campaign, it is important to consider the message and the audience so that they match the character of your e-commerce store (as in the success story of a footwear brand we work with, for example). Campaigns are a great way to share time-sensitive information like sales, events, business updates, and educational content to encourage subscribers to interact with your campaigns. Klaviyo makes it easy to create emails from scratch or use pre-built templates in the template editor. Here are some common campaign templates when doing email marketing:
- Newsletter
- Welcome series (usually built as a flow)
- Teasers for specific products
- New product releases
Click on Create Campaign in the top left corner of the Campaigns tab. Choose a campaign name and subscriber list:
- Name the campaign – I recommend adding as much information as possible to make it easier for you later when analyzing the campaign. For example: Passover Sale 20% | Retention | 17/04
- Select the segment in the Send to field of the Recipients. You can add multiple lists/segments and also exclude specific lists/segments you don’t want to send to.
- Note the expected recipient count – this estimate removes duplicate profiles, excluded profiles, and suppressed profiles.
- Enable or disable Smart sending. Smart sending allows you to limit the number of emails or text messages someone can receive in a given timeframe. This is a good way to prevent subscribers from receiving too many messages at once, which could cause them to mark you as spam.
- Enable or disable UTM. When creating a campaign or flow, you can have Klaviyo automatically add UTM tracking parameters to links to see results in Google Analytics.
The third and final screen allows you to review, schedule, and send the campaign
At this stage, you can choose to add an email variation to A/B test your campaign and test different subject lines and content with your subscribers. Again, our goal with the first send from the account is to help establish sender reputation, so A/B testing can help you see what works and doesn’t work with your subscribers.
However, if you do not want to run an A/B test, click on Review & Send Campaign to proceed. Then, review all sections and make sure everything has a green checkmark. If everything has a green checkmark, click Schedule or Send. You can also choose to use Smart Send Time at this stage. Smart Send Time uses your sender data to find the optimal time for you to send emails to customers, maximizing open and click rates, as well as helping you better understand customer behavior.
Summary
This concludes the detailed guide to creating a Klaviyo account and setting up a campaign with an email marketing system. Now is your time to grow your contact list and start increasing revenue from your e-commerce store using the smartest email marketing system in the world. I invite you to continue exploring and discovering this wonderful system that continues to conquer the marketing and advertising world and push all the boundaries of customer segmentation and personalization.
About the Author
Alex Zalmanovsky, 32, CEO of Shaknai, specializing in managing performance marketing operations: managing paid campaigns, SMS and email automation, and improving conversion rates for e-commerce brands in Israel and worldwide.
