Klaviyo

What Stevin gets out of Klaviyo

Klaviyo was built for e-commerce, and you feel it in every feature. For D2C brands on Shopify or WooCommerce, Klaviyo is the default, not because it has the prettiest UI but because the product-data hooks work out of the box: viewed product, added to cart, started checkout, all of it triggerable without a developer. For B2B or services, Klaviyo is overkill and you miss flow features that HubSpot or ActiveCampaign do have. So watch the hype: Klaviyo does not solve every email problem, it solves e-commerce email well.

What you pair it with

Three flows every Klaviyo account should have before it thinks about campaigns: a welcome series (3 to 5 emails over the week after signup), abandoned cart (1 email within the hour, 1 within 24 hours), and post-purchase (a review request after 14 days, a cross-sell after 30 days). In our data these flows deliver 30 to 40 percent of total email revenue, while you build them once and they run on their own. Campaigns, segmentation, and SMS come after that, not before.

Common mistakes

• →Turning on the SMS channel without a TCPA-compliant opt-in flow. US fines run into five figures.
• →Using predictive analytics on accounts under 10,000 customers. The model has too little data, so the predictions are noise.
• →Building segments on 'Active in last 30 days' without defining what 'active' means. The segment fills up with junk fast.
• →Pushing email frequency past 3 per week without unsubscribe triage. List churn speeds up and deliverability drops.