The Big Book of Klaviyo Use Cases

The 
big book 
of Klaviyo 
use cases
Sophisticated ways to send less, 
make more, and power smarter 
digital relationships
Based on inspiration from brands like:

Contents
04 Why it’s worth the read

20 Use behavioral data to capture
more sign-ups on your site
05 23
Consolidate your tech stack to
Forecast order volume 
provide relevant experiences 
ahead of major holiday sales
to in-store and online shoppers
08 26
Easily execute on marketing
Pull customers down-funnel
decisions, faster—and without
with tailor-made experiences
extra developer support
11 29
Drive higher-quality 
Use customer data to grow at
user-generated content 
each stage of the buyer journey
with review automations
14 32
Grow off-season 
Capture in-person data 
revenue by easily tapping 
that boosts online sales
into lookalike audiences
17 Add another channel and earn

more revenue from existing flows 35 Boost the CLV of customers
who just purchased
Why it’s worth the read
Your customers are smart—and they’re relationships by activating customer data
accustomed to personalized encounters from across all of your touch points—connecting  
the brands they shop with again and again.
with your consumers in the channels they
prefer. But here’s the catch...
But personalization doesn’t simply mean using
someone’s first name in an email—not anymore.  

Even if you’re already using Klaviyo,
Now, personalization looks like serving up
you might not be using the platform
perfectly-timed marketing messages or on-site
to its full potential—which means

experiences that map back to where your
shoppers are in their unique customer journey.
there’s room to get smarter, both in
terms of how you think about your
You need to meet people where they’re at.   customer data and how you use it  
And smart shoppers deserve smart technology.
to create special moments for  

Klaviyo makes it easy to build smarter digital
your audience.
These use cases all lean on Klaviyo to:
Activate your data in real time   Guide your marketing with built-in 
to better target, personalize, and AI, automations, predictive analytics, 
measure all interactions—reducing and benchmarks—quickly achieving
the distance between customer  the holy grail of “right message, right
data and making a purchase with person, right time” while reducing the
smarter, more relevant messages. lift required of your team.
Connect with customers through  Grow your customer lifetime value,
a seamless email, SMS, mobile  your audience, and your total 
push, and reviews experience— revenue—to drive efficient revenue
improving customer experience  growth and hit those quarterly or
and maximizing ROI. yearly goals your organization is  
marching toward.
Don’t just take it from us. Each use case is inspired by a real-world brand that uses Klaviyo to
power their digital relationships, and includes steps on how to implement these strategies on
your own. Use our platform to the fullest, like they do. Grow smarter.
Strategically use Klaviyo  
to improve your message
engagement, conversions,
revenue, and customer
lifetime value—or whatever
your goals may be, including
the ones you haven’t even
thought of yet.
Consolidate your tech stack 
to provide relevant experiences 
to in-store and online shoppers
Many businesses need to be able to combine data from their online and offline retail
operations into a single customer database. Otherwise, data just gets jumbled around—
and your customers ultimately pay the price.
Consolidating your tech stack is the first step toward creating personalized experiences 
based on all your customer data, no matter where it’s from. And marketing executives agree.
In a recent survey conducted by Klaviyo, one marketing VP shared, “We need our systems
to talk to each other, ideally in real time or near real time.”
Doughnut Time realized that need—and did something about it.
The big book of Klaviyo use cases 05

Create personalized experiences based 
on all your customer data, no matter where
it’s from, across email, SMS, and reviews
Using Klaviyo, Doughnut Time builds custom journeys for their subscribers
based on limitless data points. Here’s how they did it, following Klaviyo’s
platform approach.
Activate the data you have

Guide your marketing 
Based on the POS data captured via  efforts using smart features
the Square x Klaviyo integration, the Once someone receives their order,
team set up a welcome automation  Klaviyo triggers review request flows from
flow, branched on acquisition channel. a pre-built flows library to collect valuable
user-generated content—which can
potentially spawn subsequent, branching
automations based on the feedback
Doughnut Time receives.
Connect with your customers

Grow toward your goals
With preferences collected at sign-up Doughnut Time achieves, on average,  

(both in-store and online), Doughnut   a 10.7% click rate for flows, and an 11.4%  
Time further segments their welcome   for SMS messages (both above average
and abandoned cart messages by for the industry). Their welcome series,
people’s preferred communication meanwhile, converts at an 18.5% clip.
channel—either email or SMS.
47% of Doughnut Time’s online revenue

can be attributed to email and SMS.
Learn more
Communicate with your audience 
on the channels they prefer
Turning on SMS in your Klaviyo account Once SMS is bundled with

can be done in a matter of minutes
email in your Klaviyo account,
Click on the name of your organization in the upper
you can start experimenting
right-hand corner
with multi-channel automations
Navigate to Settings > SMS and click “Set up SMS 
and segmenting your audience
for free” (if you don't see this button, click “Activate”
next to any country where you want to send SMS  by their preferred means of
and then choose your number type)
communication—all without
Select the countries where you want to use SMS
having to navigate to two
Fill out your company information and review  separate systems.
your sending numbers
Learn how Doughnut Time reaps the benefits  

Once you’ve finished, you’ll have the option to 
of their consolidated tech stack.
either create an SMS sign-up form or upload a 
list of previous SMS subscribers.

Pull customers down-funnel 
with tailor-made experiences
In ecommerce, data-informed marketing is crucial for creating positive customer
journeys that drive online sales. If you value customization and extensibility—like many
WooCommerce merchants do—it can be tricky to close the gap between user behavior
and outbound marketing. That’s because your marketing platform has to be intelligent
enough to work in step with your custom-built store.
WooCommerce brands have found their like-minded partner in Klaviyo. It’s easy to
integrate the two platforms and hit the ground running toward building brand affinity
and customer loyalty, because Klaviyo’s open-source API framework aligns so well  
with the DIY culture of WordPress and WooCommerce. That all sounds good and well,
but how do you actually make it happen?
Take a look at KaisaFit’s approach.

Tailor web and marketing experiences to
your audiences’ actions with an extensible,
flexible platform
To grow their marketing list, KaisaFit offers free workout content in exchange
for email addresses. But a bigger priority is turning those free users into paying
customers. Here’s how KaisaFit uses Klaviyo’s platform to do that.

Guide your marketing  
KaisaFit used WooCommerce site efforts using smart features
activity data to separate leads into  

KaisaFit set up an API trigger between
two cohorts—people who completed  

Klaviyo and WooCommerce that alerts
a workout, and those who hadn’t yet.

Klaviyo when someone starts a workout
and again when they complete it. Based
on those actions, they can branch an email
automation to send different messages to
the people who start their workout but
don’t complete it, vs. those who make it  
all the way through.

In addition to social media—personal With this custom automation, KaisaFit
trainer Kaisa Keranen, the face of KaisaFit, nurtures free users, encouraging them  
has over 1M followers on Instagram—the to complete a class, while nudging  
brand communicates with their audience those who’ve already crossed that
via email. milestone closer and closer toward  
a full-fledged membership.
Achieve 32x ROI on average with

Learn
32X
more
Klaviyo's plug-in for WooCommerce
Make marketing scalability and 
flexibility a reality for your custom store
The Klaviyo x WooCommerce

integration process is 4 simple steps
Install the Klaviyo plug-in for your 
WooCommerce stor
Enable the WooCommerce integration in  

Klaviyo using the Klaviyo installation wizard
Test the integration with a dummy check-out
Troubleshoot any issues you’re having.
That’s really it—the historical

data from your WooCommerce
store integrates with Klaviyo 
in just a few clicks. By using 
the behavior signals their
subscribers provide them,
KaisaFit matches someone’s
interest in their program to 
the brand experience they
receive. You can too.
Learn how KaisaFit maximizes their  
Klaviyo x WooCommerce integration

Drive higher-quality  
user-generated content  
with review automations
Which would you trust more: a product description stuffed full of fancy marketing
lingo? Or a product review written by a person, not affiliated with the brand, who’s
actually used the item?
According to the Bazaarvoice Shopper Experience Index, when shoppers engage  

with user-generated content (UGC), brands experience a 162% increase in revenue per
shopper and a 144% increase in conversion rates. In other words, your customers are  
your best marketers.
But how can you collect those ultra-valuable reviews without sacrificing customer
experience? According to Compass Coffee, the answer lies in Klaviyo Reviews.

Bundle reviews with your 
marketing platform to streamline 
custom experiences and rewards
After trying to manage a frustratingly inflexible reviews tool, the team at
Compass Coffee jumped at the chance to bring reviews into their already
lucrative Klaviyo fold. Here’s what their consolidation looked like.

Compass Coffee collects purchase efforts using smart features
history data via the Klaviyo x Shopify Using Klaviyo’s automation tools,
integration, as well as message Compass Coffee set up their reviews  
engagement data—like opens and   flow to automatically branch based 
clicks—from all of their subscribers. on whether or not someone submits a 
picture with their review. Those who
include media receive a 15% discount on
their next order; those who don’t receive 
a thank-you email and a reminder to  
leave a photo next time.
C onnect with your customers

Compass Coffee communicates with   In Q1 2023, their first quarter with Klaviyo
their customers primarily via email and Reviews, Compass saw a 3.7x QoQ jump in
SMS—and collecting customer reviews   customer photos submitted—and a 70.5%

is a major piece of their multi-channel jump in total reviews submitted.
marketing effort.
70.5%
Compass Coffee saw 70.5%  
quarter over quarter growth   Learn more
with Klaviyo reviews.
Make your spend more efficient  
with an all-in-one platform
Managing 3 channels on one platform   It’s as simple and quick as 

sounds like a dream come true
it sounds. Activate the best

Often, those too-good-to-be-true scenarios are   marketers in the business—
a pipe dream—but not in Klaviyo. It only takes  
5 steps to get started with Klaviyo Reviews:
your customers—and watch
trust in your brand take off.
Install Klaviyo Reviews on your Shopify store
Learn how Compass Coffee brewed 
Install reviews widgets (which you can fully   a highly successful reviews program.
customize) on your site
Collect reviews using Klaviyo flows.
Reward customers who submit a review
Upload reviews from your prior point 

solution (if needed).
Grow off-season revenue by easily
tapping into lookalike audiences
If you’re a downhill ski shop that sells boots and equipment, the summer months probably
feel like a ghost town in your store. Or if you’re a swimsuit brand, you likely experience a
chill in sales when temps plummet.
Experiencing seasonal spikes and dips is a common obstacle brands face. But the typical
rhythms of seasonality don't have to prevent your business from connecting with—and
providing value to—new or existing customers.
With access to all your customer data (both historical and real-time) and intuitive tools
that make it easy to act on your data, you can proactively expand your audience—and
potentially your revenue. All it takes is a dash of creativity and the Klaviyo platform.
Here’s how AriZona Beverage Co. used Klaviyo’s foolproof 4-step formula to combat
seasonal fatigue.

Activate your data to grow your  
business year round—even when  
sales are historically slow
During their off season, AriZona decided to create a buzzy online contest.  
To enter, users built their own iced tea flavor and submitted it along with  
their email address for a chance to win $10K and have their flavor go to
market. Here’s where Klaviyo came in.

Using Klaviyo’s Facebook integration, efforts using smart features
the team promoted the contest to

They connected the browser-based  
lookalike audiences based on their

app where the users built their flavors  
existing email list. Of the 27K entrants,

to Klaviyo’s API so the “thank you for
15.7K were net-new email addresses.

submission” automations were dynamically
coded with personalized content.

AriZona sent their existing subscribers AriZona Beverage Co. drove 201% YoY
flows and campaigns across email and growth in Klaviyo-attributed revenue in  
SMS a month before the contest to   Q4 2022 because of the contest.
boost awareness.
AriZona Beverage Co.  
50.1%
saw 50.1% QoQ growth in Learn more
campaign click rate in Q4 2022.

Expand your well and find 
lookalikes of your best customers
Here’s how to get started With Klaviyo, there’s no

After you’ve configured your Facebook integration guesswork when it comes to
and confirmed it in Klaviyo, the platform will prompt
you to choose which advertising account you want to

identifying who might be the  
connect with in order to sync custom audiences.
best people to target with your
Select your business’s Facebook page
marketing messages. Klaviyo’s
Select a Klaviyo list or segment from the first
dropdown menu, then select a Facebook custom

Facebook integration lets you
audience from the second dropdown. You can  
use your lists and segments to
create multiple custom audience syncs.
create custom audiences and
Make sure the Facebook page you want to sync lead
ads for is selected from the dropdown

lookalike audiences directly in
Facebook—putting your paid
To create your first connection, select a Facebook  
lead ad from the corresponding dropdown, then select ad spend to strategic use and
a Klaviyo list from the corresponding dropdown.
making wasted dollars a thing
Click the “Subscriptions” dropdown and select
of the past.
whether to subscribe customers who fill out the  
lead ad form to your email or SMS lists, or neither  

Learn how AriZona Beverage Co. 
(“Do not subscribe”).
engages their audience year round.

Add another channel and earn
more revenue from existing flows
When something is working really well or out-performing your expectations, it’s easy to
assume that it can’t possibly get any better. But that’s a trap. Why? Because it closes you
off from innovation and optimization.
Things can always improve. There’s always more to achieve. For brands serving a diverse
audience, thinking creatively about how to communicate and deliver new, evolving
experiences can strengthen brand affinity and ultimately benefit your bottom line.
If you’ve only engaged with your audience via email and you’re knocking it out of the park,
what might happen if you tag in text messaging, too? Or mobile push notifications from
your app? What if you make some of your automations multi-channel? How much better
could things get?
Dagne Dover decided to take a chance and find out.

Add SMS or push notifications to existing
flows to drive message reinforcement and
cross-channel conversions
As the cost of other marketing channels—like paid media—continue to  
rise, Dagne Dover sought to amp up power of the ones they directly control.
With an email messaging strategy already firing on all cylinders, they turned
to SMS next. Here’s how Klaviyo’s framework came into the mix.

Based on browsing behavior and efforts using smart features
purchase history collected via the Using Klaviyo’s pre-built template library,
Shopify Plus x Klaviyo integration and the team can quickly pick text messages
email message engagement, the team based on type, goal, or integration to
identified customers who were on the optimize automations. Plus with Klaviyo’s
cusp of making a purchase. quiet hours, Dagne Dover can automatically
send texts that are appropriate for a
customer’s time zone—easily remaining
compliant with government regulations.

Dagne Dover started branching email- T hese changes help Dagne Dover drive
only automations with complementary 25% of their overall revenue from email
SMS messages, upping the chance   and SMS each quarter.
for conversion.
Dagne Dover saw a 12,000%
12k% ROI in their first year on

Klaviyo’s SMS.
Learn more
Communicate more to make more
Adding SMS to an existing email flow

The key here is being strategic
Take a look at how easy it is to add an SMS message to an about combining different
existing email flow
communication channels to
Drag the conditional split component from the sidebar
and drop it in an existing automation where you would maximize value. You don’t want
like the split to occur
to bombard your audience 
In the left-hand sidebar, define the logic for your with the exact same message,
conditional split. In order to receive an SMS message,
someone must have consented to join your SMS list. at the same time, via email 
So the split action would be, “Is consented to  
and text. Think about creating
receive SMS”.
a messaging symphony— 
Recipients who meet this condition will go down the
YES path (and receive an SMS message), while those not a monotone.
who don't meet the condition will go down the NO
path (and receive email only). Learn how Dagne Dover’s multi-channel flows drive sales.
Klaviyo isn't a one-trick pony. Because email, SMS, mobile 

push, and reviews are all part of the platform that powers
smarter digital relationships, you can experiment with
new methods of communication in a snap.
19
Use behavioral data to capture
more sign-ups on your site
As a marketer, you work hard to get people to your website. So when someone lands
there, it’s imperative that they do something—whether that’s signing up to your email  
or SMS list, browsing new products, adding items to a cart, or clicking that coveted
“purchase” button.
Otherwise, those pricey acquisition dollars get flushed down the drain—and in this
economy, no one has the budget for that.
This is where tracking behavioral data, like site activity, becomes essential. If you 
don’t know whether or not someone took the action you wanted, how can you decide
what to do next?
Here’s an IRL example: Bearpaw spotted a problem in the data they collected from  
their Klaviyo x BigCommerce integration: People were landing on their website and  
not subscribing to their lists. They jumped into action.

Unlock your data to implement targeted
pop-ups that convert subscribers
When Bearpaw switched from Dotdigital to Klaviyo, the team was impressed
with the sophistication and ease of use of Klaviyo’s BigCommerce integration—
not to mention the impressive results it generated for the business in a mere 
6 months. Here’s how they used Klaviyo to grow.

Using site activity data captured via  efforts using smart features
the BigCommerce x Klaviyo integration, Thanks to Klaviyo, the Bearpaw team is

the Bearpaw team identified users confident their exit pop-up performs well.
leaving their site without subscribing to Their submit rate is 2.7x the median for
their list—and presented them with  their closest peers, according to Klaviyo
an exit pop-up offering an even bigger benchmarks—a feature that allows brands
incentive to subscribe than their to analyze their account data in relation 
welcome pop-up. to best practices, industry trends, and
companies similar to their own.

Bearpaw added a single text for SMS The team grew their email list by 48%  
subscribers to the beginning of their email Yo and their revenue by

Y 39% Y o .
Y
welcome flow, driving strong engagement

with the multi-channel flow.
2.7x
Bearpaw saw 2.7x median submit
rate for their 100 closest peers on Learn more
exit pop-up.
Don’t just guess—confidently assess
Measuring your success with  

The Klaviyo benchmarks 
Klaviyo benchmarks
feature removes the guesswork. 
It’s hard to measure the success of something

And the best part is you don’t
new, for the very reason that it’s…new. If you’ve
have to set anything up: it’s
never done something before, you might not
have a sense of what good, great, or bad looks natively built in to your account,
like. That’s where Klaviyo benchmarks come in

waiting to guide you toward
To access benchmarks, head to the Analytics smart optimizations.
tab. Select “Benchmarks
Learn how BearPaw uses Klaviyo to 
Check that your industry and peer group implement smart growth decisions.
configurations at the bottom of the feature  
are correct
Toggle between business performance,
email campaign performance, SMS campaign
performance, flow performance, and sign-up
form performance to get a detailed view of
your metrics related to companies similar  
to yours, industry trends, and Klaviyo  
best practices.
22
Forecast order volume 
ahead of major holiday sales
High consumer demand for your products is every business owner's dream. On the flip
side, running out of inventory during a peak selling moment is the stuff of retail nightmares.
It’s a balancing act. Businesses want to make sure they’re prepared for seasonal moments
like Mother’s Day, Father’s Day, Labor Day weekend, BFCM, and Boxing Day. But they don’t
want to pre-order so much inventory that there’s a surplus after those speciality sales
wind down—resulting in a waste of materials and resources. So how do brands walk the
profitability tightrope?
One way is using customer data as a forecasting tool. Legal Sea Foods, a popular restaurant
chain on the east coast with a DTC operation, leveraged Klaviyo’s segmentation features
to test this method.

Use segmented testing to predict 
market demand for your product
The team at Legal Sea Foods planned a special sale to launch for Father’s Day.
But, they weren’t sure how many orders it would bring in, and if they blasted 
it out to the restaurant’s full list of 1M+ subscribers they could leave themselves
open to an order volume fiasco. Here’s how they planned ahead with Klaviyo.

Based on purchase data collected   efforts using smart features
via the Shopify x Klaviyo integration   Using Klaviyo’s automation tools, Legal
and Klaviyo’s message engagement Sea Foods was able to easily define a
data, Legal Sea Foods created a few smaller group of subscribers and sent them
segments of reticent ecommerce a test campaign to see how many of them
customers—frequent email openers converted—guiding their strategy for 
who had never bought, or recipients   a larger rollout and testing the demand 
who hadn’t yet opened an email—and for the sale.
sent them an email about the sale.

The restaurant chain communicates with By accurately predicting demand for  

its DTC shoppers primarily through email their Father's Day sale, the Legal Sea
—and launches sales via this channel, too. Foods team pulled off the sale without a
hitch and ensured nothing went to waste.
They also drove $21K+ in revenue in one
holiday weekend.
6.4x
Legal Sea Foods saw growth in
ecommerce subscribers in first   Learn more
6 months on Klaviyo.
Test ahead of time to get 
it right when it matters most
Get smarter with A/B testing Word to the wise: When A/B
Trying out a certain message or sale in a subset of your testing, pick only one variable
unique market can produce valuable results. Maybe 
the message doesn’t land the way you think, or the sale
to test at a time, that way 
wasn’t enticing enough to drive conversions.
you’ll know for sure what’s

Whatever the outcome, tests reveal learnings you can
responsible for the good 
apply to a larger swathe of your audience. Klaviyo makes or sub-par results.
it easy to A/B test both campaigns and automations.
Learn how Legal Sea Foods used segmented 

testing to prepare for a holiday sale.
Seriously, it’s this easy
Navigate to the Campaigns tab and click 
“Create an email campaign” (for example).
Name your campaign
Select the lists or segments you want to send to
Input the subject line (and, if you want, edit  
the preview text, sender name, and sender  
email address).
Create the first version of your email, adding  
your copy, images, and links. Don’t forget to save  
your creation
At the bottom of the page, click “Create A/B Test”.  
This will automatically create a second, identical
variation of your campaign and bring you to the
“Campaign A/B Test” page
From there, you can test content (think subject lines,
CTA, body copy, and product images) or send time.

Easily execute on marketing
decisions, faster—and without
extra developer support
Most effective marketing falls into one of two categories: proactive, planned moments
you know will resonate with your target audience, and reactive adjustments you make
quickly in response to patterns in your data.
“Quickly” is the operative word there. If your marketing team can’t easily access  
customer data, understand it, and then action it to create experiences that drive value  
and conversions—well, you’re stuck in the mud. You can only start moving again with  
help from additional teams and resources, like developers, who have to pull the data  
from complicated systems and make sense of it before handing it off.
Titan Fitness was sick of getting slowed down. So they opted to partner with Klaviyo,  
a low-code marketing automation platform that syncs directly with the external apps  
they were already using, to amp up efficiency.

Empower your team to work more efficiently
with an easy-to-use, extensible platform
Titan Fitness has integrated their Salesforce Commerce Cloud online store,
their Facebook and Google accounts, Aftership, and Reviews.io directly into
Klaviyo. Here’s how they make it all work:

Titan Fitness collects order status efforts using smart features
information via Klaviyo's API with Using the Klaviyo x Reviews.io integration,
Aftership. This integration empowers Titan set up a custom trigger event in their
Titan to customize their post-purchase review request flow— a post-purchase flow
communications, and tell customers that’s one of the many in Klaviyo’s pre-built
when an order will arrive in   flow library—to automatically send a review
multiple packages. request when customers’ orders have 
been “completely delivered.” This means
customers don’t receive a request to leave
a product review until every item they
purchased has arrived on their doorstep.

As one of the fastest-growing fitness The team not only drove 62% of their
equipment and home gym brands,   Klaviyo-attributed revenue from flows in
Titan Fitness is focused on e panding
x their first year with Klaviyo, but also saved
their email marketing program. 75 hours of developer work per month.
75hrs 75 hours of developer work was

saved when Titan Fitness used 
5 active Klaviyo integrations.
Learn more
Make complicated data plug-and-play
Customize your integrations The Klaviyo developer portal
Even though Klaviyo has over 300+ pre-built integrations,
some brands like to build custom ones. Structuring
has guides galore. Whether
custom data for flow filtering and segmentation is not a you opt for custom or pre-
complicated affai
built integrations—or both—
Make sure all your segmentation properties are  
top-level properties, not nested
you’re never left on your own
E.g., if you create a Placed Order metric to track
to figure things out.
when someone completes a purchase on your site,
Learn how Titan Fitness found the 
you may want to filter events based on which items
flexibility they were looking for in Klaviyo
someone purchased
To do this, create two top-level arrays in properties
ItemNames: Include all the purchased product

names
Items: Populate with nested arrays to include  

all the associated product details for each
product in ItemNames. This nested data is  
helpful later on when iterating over the items in  
the order, so you can display properties about
each item one at a time (e.g., ProductName,
ItemPrice, and Quantity).
The ItemNames array is then sent via the Placed

Order payload.
Use customer data to grow at
each stage of the buyer journey
You’ve heard it splashed all over headlines and social media circles in recent years:
“Retention is the new acquisition.” Cody Pfolker, CMO of Jones Road Beauty, disagrees.
In his estimation, “acquisition should be rooted in retention.” Which is to say—the two
systems feed each other. In order to have money to spend on acquiring new customers,
you have to generate sustainable revenue by keeping your current ones long-term.
Focusing solely on one part of the customer journey leaves you open to neglecting 
others that are equally important.
Providing TLC at each and every stage of the buying journey probably sounds like a 
labor-intensive task—one that might send many lean teams panicking. But it’s easier 
than it sounds when you use customer data to inform your decisions—and partner with 
a platform that helps you instantly implement those decisions.
Andie Swim learned that firsthand.

Convert across your entire funnel  
by using customer insights to make  
a business impact
Andie Swim uses the data they collect in Klaviyo to fine-tune 
bespoke experiences at both ends of their funnel.

Andie Swim collects demographic and efforts using smart features
preferential data in their 12-question Andie Swim uses Klaviyo’s data

FitFinder quiz via the Klaviyo x Digioh visualization tools in the segment-level
integration and purchase history campaign reporting feature to review
information via the Klaviyo x Shopify engagement metrics across key
Plus integration. Then, the team segments. From there, the team can
activates that data to add personalized regularly optimize their targeting to  
touches to their marketing, like dynamic send fewer, more relevant campaigns.
content in their welcome series based
on each recipient’s quiz responses.

An on-site quiz and email messages   The personalized welcome series based
are the two primary ways Andie Swim on quiz data has driven 70K in revenue
$ +
communicates with their audience. since the Andie Swim implemented it  

in une 2022.
J
70.9% Andie Swim saw 70.9% YoY lift

in click rate on flows in 2022.
Learn more
Implement on-time automations 
that make buying a no-brainer
Part of capitalizing on Handy, right?
customer data is using it to For Shopify and BigCommerce integrations, you

reflect back to the customer can implement a pre-built flow in your Klaviyo
account following these steps
what they’ve expressed they
Navigate to the Flows tab
want or need.
Click “Create Flow” to view the flows library
Anticipate your customer’s needs

Click “Encourage repeat purchases” in the
“Browse by goal” section.
The replenishment flow is a perfect example of

that mirror effect in action. It tells a shopper, “I Alternatively, as long as you have the Placed
saw you bought this product in the past, and Order event, you can build this flow from scratch
you’re probably just about to run out. Buy here by creating a metric-triggered flow. If you're
before you do!” creating a flow for a specific product, you can
add a trigger filter that will limit this flow to
Learn how Andie Swim maximizes conversions using customers who purchase the product.
customer data.
31
Capture in-person data 
that boosts online sales
Some businesses operate solely online. Some only have brick-and-mortar locations.  
But more and more, brands are adopting a two-pronged approach to cast a wider net  
and capture shoppers regardless of how and where they like to shop.
That’s good news for consumers. If you don’t live near a physical store of your favorite
brand, no bother—you can shop their inventory from the comfort of your couch. But for
business owners, operationally, things become a bit more complicated.
Ideally, you don’t want to create data silos. You want to track what’s happening in-store  
in the same system you use to track online activity. Otherwise, you’ll have data gaps that
could steal your cross-sell thunder or an opportunity to nurture customers.
Stone Brewing knows all too well what happens when an omnichannel tech stack  
doesn’t gel—which is why, now, they use Klaviyo as the bridge between in-store and
digital experiences.

Partner with an integrated 
marketing platform to keep a 
pulse on your entire ecosystem
With much of Stone Brewing’s tech stack connected to Klaviyo, the team 
puts their centralized customer data to work in innovative ways that drive
business value. Here’s one example.

Using the GoTab x Klaviyo integration, efforts using smart features
Stone Brewing collects email marketing

Using Klaviyo’s APIs and automation  
subscribers from in-person customers 
tools, Stone set up a custom trigger  
at their breweries.
event in their welcome flow—one of the
many in Klaviyo’s pre-built flow library—
for people who join their list at taprooms  
and breweries. The automated email
offers IRL visitors a specialized  
discount for online merchandise.

Stone Brewing connects with customers This popular cross-sell offer has helped
in-person at 7 physical locations, and drive 62.8% YoY growth in revenue from
digitally via email marketing and their   flows YTD.
online store.
Stone Brewing saw YoY growth in
60% placed order rate on Klaviyo flows

YTD in September 2023.
Learn more
Make marketing easier with out-of-box 
flow templates, designed to convert
Powered with automations
It’s so easy to get automations up and running

on the platform—see for yourself
Navigate to the Flows tab and choose to

either create a flow or browse the flow library.
Pick out a flow based on a particular

marketing goal, ecommerce integration, and
messaging channel (SMS, email, or both)
Or, if you know what you’re looking for, use the 

toolbar at the top to refine your search.
Simply click the tile to create your flow.
Ta-da—you’re off to the races.
Marketers often wear a lot 

of hats—writer, designer,
operator, strategic overseer.
Klaviyo wants to take things 
off your plate, not add to it.
Learn how Stone Brewing unites their in-store  
and online activities.

Boost the CLV of customers  
who just purchased
It’s generally considered a no-no to push a cross-sell on a customer who just bought 
a product. Put yourself in the consumer’s shoes: you just spent money with a brand, 
and they immediately start nagging you to spend even more. It’s a bad look—and 
off-putting to boot.
You need to treat that customer like you care about them as a person, not just a line in a
spreadsheet you're trying to squeeze more dollar signs out of. In other words: You need  
to provide value.
It’s a worthwhile exercise for two reasons. First, understanding someone’s post-purchase
pain points builds deeper customer empathy. Second, when your customers feel like
you’ve taken the time to help them get the most out of your products, it builds brand trust.
Cargo Crew adopted a value-first approach when they planned out their post-purchase
experience, and it paid off—or, more accurately, paid for itself.

Nurture customers with cross-channel,
educational value—the results may
surprise you
During Cargo Crew’s first year with Klaviyo, the team was on a mission  
to majorly revamp their post-purchase journey. Here’s one step they took 
using a full-platform approach:

Using the Klaviyo x Facebook integration efforts using smart features
and purchase and history data collected When it came to updating their  
via a custom-built integration with post-purchase email automation,  
commercetools (provided from their the team relied on Klaviyo’s A/B testing
managing agency), Cargo Crew was able feature to confidently make changes to
to retarget customers with paid social the flow’s send time and subject lines.
messages, highlighting care guides  
for recent purchases.

In addition to social media, Cargo Crew The goal was to provide value to
connects with their audience via email. customers post-purchase. On Facebook,
Cargo Crew did that and more. Customers
not only engaged with the care messaging,
they reordered from it—and it drove a
recent ROAS of 29.9x. The team saw 3.5x
growth in revenue per recipient on the
optimized post-purchase email flow.
74.9x Cargo Crew saw 74.9x  

ROI with Klaviyo.
Learn more
Test as you go—and optimize in real time
Stay agile by testing mid-flow Simply get rid of the variation  

In Klaviyo, you don’t have to put everything on hold to   that didn’t perform as well, 
run an A/B test. You can run a test while an email or SMS
and move on to the next test.
automation is live. Your business doesn’t stop, so your
marketing shouldn’t, either. Klaviyo does the hard work for
Here’s how to kick off an A/B test mid-email flow you. Get smarter as you go—
Create a flow just as you normally would
your customers and bottom
line will thank you for it.
Configure two or more email variations for one of  
the messages within your flow email—adjusting the
Learn how Cargo Crew used Klaviyo to 
subject line or core email content for each variation
transform their post-purchase experience.
Select the weight of each variation to establish the

percentage of people who will receive each email
Set Klaviyo to automatically choose a winning

variation after statistical significance is reached, or
manually choose a winner based on the highest open
rate or click rate between the message variations.
37
Klaviyo (CLAY-vee-oh) powers smarter digital
relationships, making it easy for businesses to
capture, store, analyze, and predictively use their
own data to drive measurable, high-value outcomes.
Klaviyo’s modern and intuitive SaaS platform enables business users 
of any skill level to harness their first-party data from more than 300
integrations to send the right message at the right time across email,
SMS, and push notifications. Innovative businesses like Dermalogica,
Living Proof, Citizen Watch, and more than 130,000 other paying users
leverage Klaviyo to acquire, engage, and retain customers—and grow
on their own terms.
Make your own unique use case.
Try Klaviyo today

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The

Based on inspiration from brands like:

04 Why it’s worth the read

17 Add another channel and earn

Your customers are smart—and they’re relationships by activating customer data

accustomed to personalized encounters from across all of your touch points—connecting

the brands they shop with again and again.

with your consumers in the channels they

prefer. But here’s the catch...

But personalization doesn’t simply mean using

someone’s first name in an email—not anymore.

to its full potential—which means

shoppers are in their unique customer journey.

there’s room to get smarter, both in

terms of how you think about your

And smart shoppers deserve smart technology.

to create special moments for

These use cases all lean on Klaviyo to:

to better target, personalize, and AI, automations, predictive analytics,

measure all interactions—reducing and benchmarks—quickly achieving

smarter, more relevant messages. lift required of your team.

Connect with customers through Grow your customer lifetime value,

a seamless email, SMS, mobile your audience, and your total

push, and reviews experience— revenue—to drive efficient revenue

improving customer experience growth and hit those quarterly or

and maximizing ROI. yearly goals your organization is

to improve your message

revenue, and customer

lifetime value—or whatever

your goals may be, including

the ones you haven’t even

Doughnut Time realized that need—and did something about it.