Klaviyo

Klaviyo is a cloud-based platform accessible through the web on both desktop and mobile devices. Here are some of the main features of Klaviyo:

AI Writer and Flows AI

Klaviyo’s CRM has an integrated AI writer to create emails and SMS copy for marketing with simple prompts. This is handy when you must spin up quick emails to take advantage of specific trends or moments. You can also use this tool to create workflows (Flows AI). Just select a flow option and, in simple words, describe what needs to happen if a particular event occurs.

Klaviyo Customer Hub

This feature uniquely blends customer service with marketing by providing a personalized self-service portal for shoppers. Customers can track orders, initiate returns, discover personalized product recommendations, and access FAQs. It also integrates with customer service functionalities like a unified inbox for agents.

AI-Powered Segmentation

Klaviyo simplifies the customer segmentation process with its AI capabilities. You can describe the desired customer group in natural language (e.g., “engaged profiles in the last 30 days” or “someone who viewed a product but didn’t purchase in 60 days”), and Klaviyo’s AI will automatically generate the segment conditions. I appreciate this feature because it streamlines the entire segmentation process, so actions can be taken quickly (like reaching out to specific customers with an offer).

A/B Testing

Klaviyo’s email marketing tool comes with built-in A/B testing to test different layouts, subjects, and body text to see which one has the most impact. Thanks to the segmentation, it’s easy to test different emails. You can also specify the testing strategy (Winning Strategy for standard A/B testing or personalized strategy, which tests the email impact specific to the recipient).

Although Klaviyo’s dashboard is well-designed, the platform as a whole requires some initial learning and exploring. That’s mainly because there are a lot of different tools and features at your disposal. Finding and using them may require some time, especially for new users unfamiliar with advanced marketing platforms. However, once you get used to the layout and functions, managing campaigns and tracking results becomes much easier.

The company provides a dedicated Help Center for this purpose with articles and tutorials for specific tools, features, and functions. A simple Google search or direct search on the Help Center brings you to the required topic.

The platform may be fairly easy to use for experienced marketers who have worked with CRMs or email marketing tools.

One of the best things about Klaviyo is that it maintains contacts and users as singular profiles, even if they come from different lists or channels. This is very useful for brands interacting with and receiving customers from various channels.

The platform is intelligent enough to uniquely identify an individual and unify their contact details and interactions in one place. For example, if a person is in your email and social media lists, Klaviyo won’t have two different records of them. Instead, it will create a dedicated profile for them with all the contact information you’ve gathered from them.

Through the profile page, you can track contacts and manage leads. It tracks user activities, such as ‘opened email,’ which can be helpful for tracing where a user has reached in the sales pipeline.

Similarly, you can also track key metrics for profiles like products viewed, fulfilled orders, and tickets resolved. It also lets you identify your most active and loyal profiles/customers with these metrics, so you can continue to retain them.

Klaviyo offers intuitive reporting features designed to help e-commerce businesses clearly understand their marketing performance and customer behavior.

Marketers can access pre-built dashboards that provide at-a-glance insights into key metrics for email, SMS, and mobile push campaigns, including open rates, click-through rates, and conversions.

Beyond the basic reports, Klaviyo also allows you to create custom reports. You can look at specific areas like product performance, flow effectiveness, or audience engagement over time.

As for integrations, Klaviyo CRM offers 350+ integrations, which further enhance its capabilities. It can get data from different sources and import it as well to other marketing tools. These integrations also allow for personalized experiences across different channels.