We often get asked what’s the best email marketing automation tool for e-commerce brands which is to no surprise with the 130+ odd tools available on the market solely in the e-commerce space and thousands of general email marketing platforms to choose from.

Among the wide variety of options available, while there are some great contenders that have been on the market for a lot longer, Klaviyo is typically our go to for e-commerce businesses. The reason for this simply comes down to the fact that Klaviyo was purpose built for e-commerce, which means it not only has turnkey integrations with all mainstream e-commerce platforms, but every function and feature revolves around e-commerce businesses benefiting from them.

Klaviyo holds over a 50% market share among the best in the ecommerce industry which is a great indicator of the value it brings to ecommerce brands.

Let’s dive in and explore the reasons why e-commerce brands should make the switch to Klaviyo.

1. Why Switch to Klaviyo?

Any healthy e-commerce business should be aiming for at least 20-25% of its total revenue coming in from email marketing. It’s a success metric that we use to ensure you own at least one traffic channel in your business. Primarily because your ad accounts or social networks could be cut off without notice at any time and if you’re single channel reliant this could almost immediately start your business overnight with nowhere to turn.

Any email marketing software can send emails, hell you can even just manually send out emails using a mailmerge (if you remember what one of those is) from your Outlook or Gmail client. However these traditional email marketing platforms often fall short in meeting the unique needs of online retailers especially in an omnichannel world, and I certainly don’t recommend that you send out emails manually. Klaviyo, on the other hand, offers a bespoke and tactical approach that enables e-commerce brands to create highly targeted and personalised email campaigns based on specific behaviour or journey a user makes on your store and often on autopilot. In many cases simply by switching to Klaviyo, e-commerce businesses can tap into a number of new revenue streams in their business.

2. Benefits of Klaviyo

By leveraging Klaviyo, e-commerce brands can access a multitude of features and benefits. Firstly, Klaviyo offers advanced audience segmentation capabilities, allowing businesses to target their customers by AI predictive intent and specific behaviours they made on an e-commerce store. Klaviyo’s powerful automation features backed by tactical strategies enable brands to create sophisticated email flows that entice customers to make repeat purchases automagically. The platform’s birdseye analytics provide valuable insights into campaign performance and customer behaviour, arming brands to make data-driven decisions that inform their overarching strategies even across channels.

3. Why Klaviyo is the Best Email Marketing Platform

With 100,000+ brands in 80+ countries using Klaviyo to grow, it’s widely recognised as one of the best email marketing platforms for e-commerce businesses. Its strength lies in its seamless integrations with over 250 platforms in the e-commerce ecosystem, including Shopify, WooCommerce and BigCommerce to name a few. Along with Reviews.io, Gorgias helpdesk, Recharge and many many more. These integrations enable businesses to leverage customer data and behaviours across platforms to create highly informed and personalised email campaigns that deliver a predictable flow of consistent conversions. Klaviyo’s intuitive interface and user-friendly controls further enhance its appeal, making it accessible even to the most non-technical of users.

4. The Best Features of Klaviyo

Klaviyo boasts an impressive array of features that set it apart from other email marketing platforms. Dynamic content allows businesses to create highly personalised email campaigns tailored to each recipient’s event data, preferences and past site behaviour. 

Behavioural tracking enables brands to understand customer interactions and trigger automated emails based on specific actions. 

A/B testing whether it be forms and popups, flow logic or email content, advanced reporting, and AI powered segmentation tools are just a few of the incredible features that make Klaviyo our go to choice of email marketing systems. 

It doesn’t stop there though, you can share audiences with Google and Meta/Facebook Ads, and also integrate with Facebook lead ads so you can capture your leads directly into Klaviyo and trigger a flow to automatically start nurturing the lead.

You can build out popup forms such as the popular get a discount on first purchase and flyouts to also capture email addresses and or display promotional information to users at a key moment in their journey. The form functionality also supports exit surveys so you can learn from your visitors or entice them to convert with a last chance offer before they exit.

5. Klaviyo for Shopify

For e-commerce brands running their stores on Shopify (thumbs up already!), Klaviyo is the perfect companion. The integration between Klaviyo and Shopify goes way beyond expectations, unlocking a wealth of data and customer behaviour that can be harnessed and leveraged in your email campaigns. Klaviyo’s pre-built integrations and Shopify-specific features simplify the process of setting up email automation, such as abandonment cart sequences, post-purchase emails for an opportunity to cross-sells or ask for a product review, or a customer win-back flow to re-engage with previous customers or subscribers that are yet to purchase all with the goal of boosting revenue, customer experience and retention.

6. The Three Pillars of the Klaviyo Customer Platform

Klaviyo’s customer platform is built on three key pillars: advanced segmentation, automation, and analytics. These pillars form the foundation for successful email marketing campaigns. With powerful segmentation and the help of artificial intelligence (AI), businesses can automatically slice up their customer database into highly targeted segments, ensuring that the right message reaches the right people. The automation enables brands to send personalised emails on autopilot triggered by specific customer actions, while built-in AI and predictive data science analytics tools provide actionable insights to optimise campaigns and your business for maximum impact.

7. Is Klaviyo Just for eCommerce?

While Klaviyo is particularly well-suited for e-commerce brands, its capabilities extend beyond the online retail space. Klaviyo’s features and functionality can essentially be leveraged by businesses in any industry to enhance their email marketing automation efforts. Whether you’re a service-based business or a B2B company, Klaviyo’s three pillars offer the flexibility to adapt its powerful tools to suit your specific business needs.

8. Is Klaviyo Worth the Price?

Investing in an email marketing platform like Klaviyo is an investment in the growth and success of your e-commerce business. While Klaviyo does come at a price, their plans tier with your business tailoring from small to large and the return on investment can be substantial. The platform’s ability to drive revenue through targeted email campaigns, increased customer engagement, and improved retention makes it a cost that simply pays for itself.

9. Klaviyo as a CRM Platform

Although Klaviyo is primarily an email marketing platform, it offers many features that complement customer relationship management (CRM) platforms. Businesses can access customer data, track interactions, and gain valuable insights into customer behaviour. Again with the impressive list of integrations, Klaviyo can send through its data to enrich your CRM.

10. Klaviyo’s Competitors

While Klaviyo is a market leader in the e-commerce email marketing space, it does face competition from other platforms. Some of Klaviyo’s key competitors include Mailchimp, Omnisend, ActiveCampaign and dotdigital. Each platform has its own similarities, strengths and weaknesses, and it’s important for e-commerce brands to carefully evaluate their specific needs and goals when considering what the right fit is for their business.

11. Klaviyo vs. Mailchimp for eCommerce

As mentioned earlier there are a number of well established giants in the email marketing space, but when comparing the more detailed and tactical features in email marketing platforms, Klaviyo surpasses even the biggest names. Mailchimp, which by the way is still an amazing candidate in the email marketing space and a popular choice for many businesses, but it lacks features innovation that drive progressive growth in the e-commerce space. Klaviyo provides advanced artificial intelligence and segmentation, automation, and e-commerce specific integrations designed to maximise the impact of email marketing and unlock e-commerce revenue.

12. e-Commerce Businesses That Use Klaviyo

Klaviyo is trusted by hundreds of thousands of brands across various industries. From small independent businesses to some of your largest e-commerce stores. Businesses of all sizes have experienced the benefits of Klaviyo. Brands such as St John Ambulance, Cargo Crew, SABA, Emu Ridge, Kulani Kinis rely on Klaviyo to power their email marketing strategies and drive revenue growth.

To conclude

The decision to move to Klaviyo can have a massive impact on the success of e-commerce stores. With its sophisticated features, seamless integrations, and industry-leading capabilities, Klaviyo gives businesses both big and small the tools and competitive edge to unlock their full potential and thrive in today’s competitive digital landscape.

If I only had one piece of software to go with my eCommerce stack I would have to say it would be Klaviyo.

So are you ready to start automating your email marketing efforts, drive repeat purchases, and deliver exceptional customer experiences?

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