Klaviyo: Inside the Machine
Great branding and copy writing are obviously crucial, but your marketing is only as effective as your utilization of Klaviyo. Period.
It is a powerful machine built to drive revenue, but it is big and complex. It is critical to understand the entire machine and how the components work together in order to utilize its full potential.
Let’s break it down.
Lists
At MJE Consult, the architecture starts with two lists — one for Email, one for SMS. Clean, simple, and intentional.
The only exception is a fundamentally distinct audience that requires completely different communication — a B2B list alongside a consumer list, for example. Otherwise, two lists. That's the discipline.
It's easy and tempting to create new lists. It feels like being more precise with your profiles. What it is, in practice, is a path to chaos and inefficiency. For profile storage, discipline will be your best policy.
Lists are also useful tools that can be used for Klaviyo functionality. This is totally different from storage lists. This is an instance where understanding how the components work together unlocks powerful possibilities.
Profile Properties
Profile Properties are the details you collect about your customers. Without Properties your list is a bunch of names and emails. When you utilize Properties, that list becomes dynamic. They are the secret sauce that turn generic communication into a genuine, personal connection.
Segments
Lists and Properties are data. Segments turn that data into focused marketing targets. It is where Klaviyo goes to work for you. Like lists, they are profile containers — but unlike lists, they are dynamic. Segment definitions allow you to create groups that drive targeted marketing.
As profiles evolve with updated activity or new properties, segments adjust their contents in real time. Your targeting self-adjusts without you lifting a finger.
Customer behavior events — a purchase, a site visit, an email open — are automatically reflected in segments, which can trigger a flow designed for that specific event.
Segments can also be grouped to conform to specific campaign goals. One campaign, multiple audiences, each receiving messaging calibrated to where they are in their relationship with your brand.
Campaigns
A Campaign is a coordinated, deliberate marketing message sent on a dedicated timetable. Black Friday, New Product Launch, Mother's Day, etc.. Every business is sending marketing content on peak events.
A Klaviyo Campaign gives you the tools to get noticed in the midst of the marketing noise. The most important tool is targeting. Campaigns don't necessarily go out to everyone on your list. And different segments of your list don't necessarily get the same content or offers.
Maybe an exclusive early buying option goes out to your most valuable customers to celebrate their VIP status. Separate, targeted Valentine's day campaigns for men and women. Recovery campaign for customers whose activity is waning. Possibilities are nearly endless.
Klaviyo can also create campaigns that roll out a series of messages over time and on both Email and SMS channels. Campaigns are highly flexible, adaptable and able to be focused on very specific audiences.
Flows
Flows are an automated marketing vehicle triggered by a designated event. They are versatile, nimble and responsive. Events trigger flows and customers get the perfect message at exactly the right moment. Best of all, they run with little to no effort once they are set up.
A flow can handle a simple task or it can handle complex sequences of actions. Flows can deliver multiple messages. They can recognize if the preferred contact medium is email or SMS and adjust. They can filter content based on profile properties or specific events. They can adapt to a prospect's behavior even while inside the flow and adjust accordingly. Conditional logic is the instrument that drives this process, and it allows for a truly amazing breadth of functionality.
The underappreciated power of flows is their ability to maintain and update profile properties. This is the glue that allows all facets of Klaviyo to work in perfect harmony.