Get the most out of the Klaviyo tool

Klaviyo, the great email marketing tool

Talking about email marketing nowadays is no longer just about sending pretty emails. It’s about data, behavior, understanding the user, and reaching them at the right moment. And this is where Klaviyo comes into play, one of the most powerful tools for eCommerce brands that want to take their communication strategy a step further.

If you have an online store and want to increase sales without relying solely on paid advertising, Klaviyo becomes a key ally. It not only allows you to send emails and SMS, but it also links each message to the customer’s actual behavior: what they have visited, what they have purchased, how much they spend, or how long they have gone without interacting with your brand. All with a very clear focus on results and revenue.

In this article, we are going to see how to get the most out of Klaviyo, from its main advantages to the automated flows that work best, as well as advanced segmentation and revenue-focused analytics. Everything explained clearly, practically, and without unnecessary technical jargon, so you can understand why Klaviyo has become an essential tool for modern email marketing in eCommerce.

Main advantages of Klaviyo

One of the main reasons so many online stores choose Klaviyo is that it doesn’t just stick to the basics. It’s not just a tool for sending newsletters, but a platform designed to turn data into sales. Everything revolves around the user’s actual behavior and how to use that information to communicate better and sell more, without being intrusive.

Klaviyo stands out especially for its 100% eCommerce-focused approach. Every customer action—a visit, a click, a product added to the cart, or a purchase—becomes an opportunity to make an impact with the right message. And when done well, that makes a huge difference in the results.

Automated and personalized shipments

This is where Klaviyo really shines. Automated shipments allow you to create communications that trigger on their own based on what each user does. We’re not talking about generic emails sent to the entire database, but messages designed to reach the right moment with the most relevant content.

For example, Klaviyo can send an automatic email when someone abandons their cart, when they visit a product multiple times without buying, or right after making a purchase. All of this is set up once and runs continuously, generating income consistently without daily intervention.

Personalization goes far beyond the typical “Hi, name.” Klaviyo allows you to tailor email content based on products viewed, purchase history, location, average spending, or even the likelihood of a customer making another purchase. This makes each message meaningful to the recipient and significantly improves open, click, and conversion rates.

In summary, Klaviyo’s automated and personalized messaging allows you to scale communication without losing a personal touch, providing more relevant experiences and increasing the return on each email and SMS campaign.

Advanced behavior-based segmentation

Another major advantage of Klaviyo is its ability to segment audiences with a level of detail that is hard to find in other tools. This is not just about dividing contacts by age, country, or language, but about creating dynamic segments that automatically update based on what each user does in your online store.

Klaviyo analyzes real customer behavior: which products they visit, how many times they enter the website, whether they have added items to the cart, when their last purchase was, or how much money they have spent in total. With this information, you can create very specific segments, such as repeat buyers, users who have shown interest in a particular category, or customers who haven’t interacted with the brand for a while.

The most interesting thing is that these segments are not static. They update in real time, allowing you to launch much more precise campaigns. For example, you can send an offer only to those who have viewed a product several times without buying it, or activate an automatic flow for users who have reduced their purchase frequency.

This behavior-based segmentation makes Klaviyo an especially powerful tool for increasing the relevance of each message. The more tailored the content is to the user’s situation, the higher the chances of generating clicks, conversions, and sales, without overwhelming or wearing out your database.

Integration with eCommerce platforms (Shopify, WooCommerce, Prestashop…)

One of the reasons Klaviyo has become a benchmark tool in eCommerce is the ease with which it integrates with major online sales platforms. Shopify, WooCommerce, Prestashop, and many others connect quickly, without complex development, and with very comprehensive data synchronization.

Thanks to these integrations, Klaviyo automatically collects key store information: products, orders, purchase value, browsing behavior, cart status, or purchase frequency. Everything is centralized in one place and ready to use in campaigns, segments, and automated flows.

This allows you to work with real and up-to-date data in near real-time. For example, you can display dynamic products within emails, send communications based on available stock, or tailor messages according to each customer’s purchase history. Additionally, any changes in the store are directly reflected in Klaviyo without the need for constant manual adjustments.

Ultimately, Klaviyo’s native integration with eCommerce platforms makes email and SMS marketing strategies much more connected to the business, saving operational time and maximizing the impact of every marketing action.

Automated flows specialized for online stores

Among the main advantages of Klaviyo, automated flows are undoubtedly one of its strongest points. They are specifically designed for eCommerce and cover the entire customer lifecycle, from the first contact to long-term loyalty.

Klaviyo allows you to create flows based on specific user actions: subscribing to the list, abandoning a cart, completing a purchase, or going a while without interacting with the brand. Each flow is automatically triggered when a condition is met and sends a sequence of perfectly timed and personalized emails or SMS messages.

The interesting thing is that these flows not only save time, but also generate sales consistently. A well-configured abandoned cart, a post-purchase email with product recommendations, or a reactivation flow for inactive customers can represent a very significant percentage of monthly revenue.

Additionally, Klaviyo allows you to tailor each flow to the user’s behavior within the flow itself. If they make a purchase, they exit the sequence; if they don’t interact, they receive a different reminder. Everything is flexible, measurable, and aimed at improving the customer experience while maximizing the performance of the online store.

Advanced reporting and analytics focused on revenue

One of the major differences between Klaviyo and other email marketing tools is its clear focus on revenue. It’s not just about seeing how many emails are opened or how many clicks are generated, but about understanding how much money each campaign, flow, and segment is actually bringing in.

Klaviyo directly connects email and SMS activity with online store sales. This allows you to see which automations are generating the most revenue, which campaigns perform best, and where opportunities are being lost in the funnel. Everything is displayed in a visual and easy-to-understand way, even for non-technical users.

In addition, the platform offers advanced metrics such as attributed revenue, average order value, purchase frequency, and customer evolution over time. With this information, it is much easier to make decisions based on real data and continuously optimize the strategy.

In summary, Klaviyo’s advanced analytics turns data into concrete actions. It allows you to stop working blindly and focus efforts on what truly impacts the business’s revenue, improving the return of every email and automation.

How does Klaviyo work step by step?

Initial Setup

Getting started with Klaviyo is a much simpler process than many online stores imagine, especially if approached with a bit of prior planning. The initial setup is key, as it determines whether the tool collects data correctly, operates reliably, and allows you to scale your email and SMS marketing strategy smoothly later on.

The first step is to create an account on Klaviyo and define the basic business information. This includes setting up aspects such as the brand name, the domain from which emails will be sent, and the contact information. Although it may seem like a minor procedure, it’s important to do it correctly from the start to improve deliverability and prevent emails from ending up in the spam folder.

Once the account is created, one of the most important steps in the initial setup comes up: domain verification and email authentication. Klaviyo allows you to configure records such as SPF, DKIM, and DMARC, which help prove to email providers that the messages are legitimate. This step is essential to protect the domain’s reputation and ensure that campaigns correctly reach users’ inboxes.

The next key aspect is defining shipping preferences and legal compliance. Klaviyo makes managing consent easy, which is especially relevant if you operate in Europe and must comply with the GDPR. Here, subscription forms, legal texts, double opt-in if you wish to activate it, and unsubscribe options are configured. A well-managed database from the start not only prevents legal issues but also improves results in the medium and long term.

It is also recommended to adjust sending times and communication frequency from the start. Klaviyo allows you to set optimal time windows for sending emails and limit the number of touches a single contact receives. This helps avoid overwhelming the audience and maintain a healthy relationship with subscribers.

Finally, during the initial setup, it’s a good idea to get familiar with Klaviyo’s dashboard. Reviewing how lists, segments, campaigns, and flows are organized helps to understand the logic of the tool and work more efficiently. Spending a little time on this initial phase makes a big difference and lays the foundation for getting the most out of Klaviyo from the very beginning.

Import contacts

Importing contacts is one of the most delicate and, at the same time, most important steps when you start working with Klaviyo. The quality of your campaigns, the deliverability of your emails, and the results you achieve in the short and medium term will largely depend on how this process is carried out. That’s why it’s worth taking your time and doing it right from the start.

Before uploading any contacts to Klaviyo, the first thing to do is review and clean the database. It’s not about importing all emails ‘just because,’ but about making sure that contacts have given their consent to receive communications. Removing old emails, inactive addresses, or contacts without permission helps protect the domain’s reputation and prevents spam issues. In Klaviyo, a smaller but high-quality list always works better than a large, low-quality database.

Once the database has been reviewed, Klaviyo allows you to import contacts in various ways. The most common is through a CSV file, where you can include not only the email but also additional information such as first name, last name, phone number, country, subscription date, or any other relevant data. The more useful fields you import, the easier it will be later to create advanced segments and personalize communications.

During the import process, Klaviyo gives you the option to assign contacts to a specific list. This is highly recommended, as it allows you to better control the source of your subscribers and activate specific flows, such as a welcome flow tailored to that group. Additionally, you can tag contacts with custom properties that can later be used to segment by interests, customer type, or acquisition channel.

Another key point is correctly defining the consent status. Klaviyo distinguishes between subscribed, unsubscribed, and suppressed contacts. Marking this information correctly is essential to comply with regulations and avoid unwanted sends. If you import contacts that were already subscribed on another platform, it is important to indicate this correctly to avoid blocking the sends.

Finally, after the import, it’s a good idea to check that everything is working correctly. Make sure the contacts appear correctly in the lists, that the fields have been imported without errors, and that the segments update properly. A well-done import lays the foundation for a solid strategy in Klaviyo, allowing you to start working with reliable data that’s ready to be converted into sales.

Integration Settings

Setting up integrations is one of the most important steps to unlock the full potential of Klaviyo. This is where the tool stops being just an email manager and becomes the nerve center of your marketing strategy, connecting real online store data with campaigns, automations, and revenue-focused analytics.

The first step is usually to integrate Klaviyo with the eCommerce platform. In solutions like Shopify, WooCommerce, or Prestashop, the integration is quite straightforward and doesn’t require extensive technical knowledge. Typically, you just need to install the corresponding plugin or connect the account using an API key. From that point on, Klaviyo begins automatically syncing key information such as products, orders, customers, abandoned carts, and browsing behavior.

Once the integration is activated, it is essential to check that events are being recorded correctly. Klaviyo works with events such as “Viewed Product,” “Added to Cart,” or “Placed Order,” which are the basis for creating segments and automated flows. Reviewing these events from the analytics dashboard helps detect potential errors and ensures that data flows correctly from the store.

In addition to the sales platform, Klaviyo allows the integration of other key tools in the digital ecosystem. For example, payment platforms, customer service systems, review tools, or loyalty solutions. Each integration adds new layers of data that enrich customer profiles and allow for even more personalized communications.

One particularly interesting point is the integration with advertising channels like Facebook Ads. Thanks to this connection, Klaviyo can sync customer segments directly with custom audiences, making remarketing strategies much more precise. For example, targeting ads only to inactive customers or excluding recent buyers to optimize the budget.

It is also very common to set up integrations with SMS marketing platforms, which allows combining email and SMS within the same flows. In this way, Klaviyo becomes an omnichannel tool capable of coordinating messages at different points of the customer journey.

Spending time on a good integration setup in Klaviyo makes a big difference. The more quality data the tool receives, the more accurate the automations will be, the more relevant the messages, and the better the results in terms of sales and customer loyalty.

Segment creation

Creating segments is one of the fundamental pillars to truly leverage Klaviyo’s potential. Without good segmentation, any email or SMS marketing strategy ends up being generic sends with mediocre results. With well-crafted segmentation, on the other hand, every message has a purpose, a clear recipient, and a specific goal.

In Klaviyo, segments are dynamic. This means they are not closed lists, but groups of contacts that automatically update based on the conditions you set. A user can enter or leave a segment in real time depending on their behavior, which is key to always reaching them at the right moment.

The first step in creating a segment is to clearly define what you want to achieve. Reactivate inactive customers? Increase repeat purchases? Launch a promotion only to VIP buyers? From there, Klaviyo allows you to combine multiple segmentation criteria very flexibly. You can use basic data like location or language, but the truly powerful part is the behavioral data.

For example, you can create segments based on specific actions: users who have visited a product more than twice in the last seven days, customers who have made at least three purchases in the past six months, or contacts who have abandoned their cart without completing the order. All of this is built using clear and easy-to-configure rules, without the need for advanced technical knowledge.

Another key aspect of segmentation in Klaviyo is the use of custom properties and events. If during the import of contacts or through integrations you have added additional information, such as interests, customer type, or acquisition channel, you can use this data to further refine your segments. This allows you to create very specific and relevant communications.

It is also important to understand the difference between lists and segments. Lists are usually used to capture subscribers and launch flows such as the welcome flow, while segments are ideal for more strategic campaigns and advanced automation. Knowing when to use each one helps keep the account organized and efficient.

A good practice is to review and optimize segments periodically. Customer behavior changes, and what worked a few months ago may need adjustments. In Klaviyo, segmentation is not something static, but a living tool that evolves along with the business and allows continuous improvement of marketing strategy results.

Campaign creation

Creating campaigns in Klaviyo is the step where strategy turns into action. This is where targeted sends go out to specific segments with a clear goal: to promote a product, announce an offer, share news, or strengthen the relationship with the audience. Although it may seem simple, a well-crafted campaign can make a huge difference in the results.

The first step in creating a campaign in Klaviyo is to define who it is aimed at. Thanks to advanced segmentation, you can send each campaign only to the contacts who are truly interested in that message. This prevents saturating your database and improves key metrics such as open rate, clicks, and, above all, generated revenue. Instead of sending a mass email, Klaviyo allows you to precisely fine-tune your target audience.

Once the segment has been chosen, it’s time to work on the content. Klaviyo offers a very intuitive visual editor that makes it easy to create attractive emails, even without design knowledge. You can start from pre-designed templates or create the email from scratch, adapting colors, fonts, and structure to the brand’s identity. Additionally, it is possible to include dynamic blocks that display specific products based on user behavior, which is especially powerful in eCommerce.

The email subject line deserves special mention. In Klaviyo, you can run A/B tests to try out different subject lines, preheaders, or even full content. This allows you to optimize each campaign before scaling it and learn what type of messages work best with your audience. Small changes in the subject line can lead to significant improvements in the open rate.

Another key point in creating campaigns is scheduling. Klaviyo allows you to choose the best sending time based on the user’s time zone or even use smart sending features based on past behavior. This way, each contact receives the email when they are most likely to open it, improving the overall performance of the campaign.

Before sending, it is essential to review all the details: links, texts, mobile version, and tracking settings. Klaviyo makes it easy to preview and send test emails to ensure everything works correctly.

Ultimately, creating campaigns in Klaviyo combines strategy, creativity, and data. When done well, it becomes a very effective tool for generating sales, strengthening the brand, and maintaining relevant and consistent communication with customers.

Automated flows setup

The setup of automated flows is probably one of Klaviyo’s greatest strengths and the main reason why many online stores manage to turn email marketing into a stable and scalable sales channel. A well-configured flow works 24/7, reaching the user at the exact moment they are most likely to convert, without the need for constant intervention.

The first step to setting up a flow in Klaviyo is to define the goal. Not all flows aim for the same thing: some seek to recover lost sales, others to improve the post-purchase experience, and others to build long-term loyalty. Being clear about what you want to achieve will help you choose the right trigger and design the message sequence meaningfully.

Klaviyo offers predefined flows specific to eCommerce, such as abandoned cart, welcome, post-purchase, or winback. These flows serve as a base, but ideally, they should be customized according to the business. Each flow is triggered by an event, for example, “Added to Cart” or “Placed Order,” and from there the flow logic is built.

One of the great advantages of Klaviyo is the flexibility in its setup. You can add delays, conditions, and branches based on user behavior. For example, if the customer makes a purchase, they automatically exit the flow; if they don’t open the email, they receive a different reminder; if they click, a more advanced message can be shown. All of this allows for creating much more personalized and effective experiences.

The content of the messages is another key point. In automated flows, it is advisable to prioritize clarity, usefulness, and personalization. Klaviyo allows the inclusion of dynamic products, recommendations based on previous purchases, and messages tailored to the customer’s profile. This makes the emails feel relevant and timely, rather than automatic.

It is also important to clearly define the channels. Klaviyo allows you to combine email and SMS within the same flow, which multiplies the potential impact. For example, an email reminder followed by an SMS if the user has not completed the purchase.

Finally, once the flow is activated, the work doesn’t end. Reviewing metrics, testing variations, and optimizing timing and messages is key to improving results. In Klaviyo, automated flows are not static; they are a living tool that, if well-managed, can become one of the main revenue drivers for eCommerce.

Best Klaviyo integrations

Shopify + Klaviyo

The integration of Klaviyo with Shopify is, without a doubt, one of the most powerful and comprehensive within the eCommerce ecosystem. It’s no coincidence that many brands selling on Shopify choose Klaviyo as their main tool for email and SMS marketing. Both platforms are designed to work together, and this is evident in both the ease of setup and the quality of the data shared.

The integration process is simple and quick. In most cases, it’s enough to install the official Klaviyo app from the Shopify App Store and connect your account. From that moment on, Klaviyo starts automatically syncing key store information: customers, products, orders, abandoned carts, browsing behavior, and the value of each purchase. All of this is recorded as events that can later be used to segment and automate communications.

One of the great advantages of Shopify + Klaviyo is the level of detail in the data. Klaviyo not only knows that a customer has made a purchase, but also which product they bought, how much they spent, how often they buy, and what other products they have been looking at. This allows for the creation of highly personalized campaigns and flows, with dynamic product recommendations and messages tailored to the customer’s actual history.

Additionally, this integration makes it easier to create automated workflows that are key for any online store. Abandoned carts, browse recovery, welcome flows, or post-purchase sequences are triggered automatically thanks to the events that Shopify sends to Klaviyo. Everything works smoothly and in near real-time, significantly improving conversion rates.

Another strong point is the synchronization of the product catalog. Klaviyo can display specific products within emails, with images, prices, and a direct link to the product page on Shopify. This makes the emails much more attractive and fully aligned with the store experience.

Finally, the Shopify + Klaviyo integration is also key on an analytics level. It allows you to attribute revenue directly to campaigns and flows, understand which communications generate the most sales, and optimize your strategy with real data. For any eCommerce business working with Shopify, Klaviyo becomes a natural extension of the store and an essential tool for scaling sales sustainably.

WooCommerce + Klaviyo

The integration of Klaviyo with WooCommerce is a very powerful option for online stores looking for a high level of customization and control over their email and SMS marketing strategy. Although WooCommerce is a more flexible and open platform than Shopify, Klaviyo manages to fit perfectly, offering a very comprehensive and results-oriented data synchronization.

The integration process between WooCommerce and Klaviyo is usually carried out through an official plugin or via API connection. Once set up, Klaviyo automatically starts collecting key information from the store: customers, orders, products, purchase value, abandoned carts, and browsing behavior. This data is turned into events that feed segments, campaigns, and automated flows.

One of the great advantages of WooCommerce + Klaviyo is the freedom it offers to customize the experience. Since it is a platform based on WordPress, it is possible to adapt signup forms, subscription pages, and custom events that are then sent to Klaviyo. This allows you to work with very specific data and create highly relevant communications for each type of customer.

In day-to-day operations, this integration makes it easier to set up automated flows essential for any eCommerce. Flows such as abandoned cart, browse recovery, post-purchase, or winback work thanks to the events that WooCommerce sends to Klaviyo. Additionally, emails and SMS can be combined within the same sequence to increase impact and conversions.

Another noteworthy point is the synchronization of the product catalog. Klaviyo can use data from WooCommerce to display dynamic products within emails, recommend related items, or launch campaigns based on specific categories. This enhances the user experience and increases the chances of cross-selling and upselling.

At the analytics level, WooCommerce + Klaviyo allows you to accurately measure which campaigns and automations generate real revenue. By directly connecting orders with communications, it is possible to optimize the strategy based on data rather than assumptions.

Ultimately, the integration between WooCommerce and Klaviyo offers a very strong combination for brands looking for flexibility, personalization, and a clear sales-focused approach within their digital marketing strategy.

Prestashop + Klaviyo

The integration of Klaviyo with Prestashop is an excellent option for online stores looking for an advanced email and SMS marketing strategy without giving up the flexibility offered by this platform. Although Prestashop doesn’t have integrations as native as Shopify, Klaviyo adapts very well and allows you to work with quality data, as long as the setup is done correctly from the start.

The connection between Prestashop and Klaviyo is usually made through specific modules or API integrations. Once installed and configured, Klaviyo begins to sync key eCommerce information: customers, orders, products, purchase value, and browsing behavior. This data is transformed into events that are then used to create dynamic segments and automated sales-oriented flows.

One of the strengths of Prestashop + Klaviyo is the ability to maximize data collection customization. Prestashop allows events to be adapted according to the business’s needs, which is especially useful for stores with complex catalogs, multiple languages, or international markets. This flexibility allows sending very valuable information to Klaviyo to create more relevant communications.

Thanks to this integration, it is possible to activate essential flows such as abandoned carts, browser recovery, post-purchase flows, or loyalty sequences. Klaviyo uses Prestashop events to send these messages automatically and at the right time, improving the customer experience and increasing conversion.

Another notable aspect is the ability to display dynamic products within emails. Klaviyo can use the catalog synchronized from Prestashop to recommend related products, do cross-selling, or launch campaigns based on specific categories. This helps ensure that the emails are fully aligned with the store and don’t appear as generic messages.

At the analytics level, the Prestashop + Klaviyo integration allows you to attribute revenue to campaigns and flows, which is crucial for measuring the real return of the channel. Although the initial setup may require a bit more attention than on other platforms, once properly integrated, Klaviyo becomes a very powerful tool for scaling sales and retaining customers in Prestashop stores.

Integration with Facebook Ads

The integration of Klaviyo with Facebook Ads opens up a very interesting range of possibilities for brands looking to connect their email marketing strategy with paid advertising. It’s not just about sending emails and SMS, but about coordinating all user touchpoints to maximize impact and optimize advertising investment.

Thanks to this integration, Klaviyo allows you to sync segments directly with Facebook as custom audiences. This means that any segment you create in Klaviyo—active customers, VIP buyers, inactive users, or people who have abandoned their carts—can automatically become an audience within Facebook and Instagram Ads. Additionally, these audiences are updated in real time, without the need to manually upload lists.

One of the major benefits of connecting Klaviyo with Facebook Ads is the ability to improve remarketing. For example, you can show ads only to users who have visited a specific product but haven’t purchased it, or reinforce an offer that has already been sent by email with ads. This consistency across channels increases the likelihood of conversion and improves the user experience, as they receive aligned and non-repetitive messages.

It is also very useful for excluding audiences. With Klaviyo, you can create segments of recent buyers and automatically exclude them from acquisition campaigns, avoiding spending budget on users who have already converted. This type of automation helps optimize ROAS and make campaigns much more efficient.

From a strategic point of view, the integration allows working with high-value data. Klaviyo segments users based on their actual behavior and customer value, not just generic interests. This makes it easier to create higher-quality lookalike audiences, based on customers with high LTV or repeat buyers.

Additionally, Klaviyo provides visibility into the combined impact of email, SMS, and ads. Although attribution between channels always has nuances, being able to work with the same segments across different platforms helps to better understand the customer journey.

Ultimately, the integration of Klaviyo with Facebook Ads allows for data unification, audience automation, and the creation of much smarter multichannel strategies, where email, SMS, and advertising work together to boost sales and profitability.

Integration with SMS marketing platforms

The integration of Klaviyo with SMS marketing platforms is one of the major advances in how eCommerce communicates with customers. More and more brands understand that email and SMS do not compete with each other but rather complement each other. When used in a coordinated way, the impact on sales and the user experience is much greater.

Klaviyo allows you to manage SMS marketing directly from the platform, integrating it naturally with email within campaigns and automated flows. This avoids working with separate tools and provides a unified view of the customer. From a single dashboard, you can see who receives emails, who receives SMS, and how each user responds to both channels.

One of the most interesting aspects of this integration is the possibility of combining messages within the same flow. For example, an abandoned cart can start with an informational email and, if the user does not engage, continue with a more direct SMS. This multichannel sequence significantly increases recovery rates, as SMS usually has a very high open rate.

Personalization also plays a key role. Klaviyo uses the same behavioral and purchase data to personalize SMS messages, showing relevant messages with the customer’s name, the abandoned product, or a specific offer. Far from being intrusive, these messages are usually perceived as helpful when sent at the right time.

From a legal standpoint, Klaviyo makes it easier to manage consent for SMS, which is essential for compliance with regulations. It is possible to set up specific sign-up forms, automatically manage subscriptions and cancellations, and respect sending times so as not to bother the user.

At a strategic level, integration with SMS allows you to cover key moments of the customer journey: order confirmations, reminders, flash offers, or reactivation of inactive customers. Everything is recorded in Klaviyo analytics, which allows you to measure attributed revenue and optimize each action.

Ultimately, the integration of Klaviyo with SMS marketing platforms allows for more direct, fast, and effective communication, combining the best of email and SMS to increase conversions without compromising the customer experience.

Recommended flows to increase sales with Klaviyo

Abandoned cart

The abandoned cart flow is, without a doubt, one of the most profitable flows that can be set up in Klaviyo. In most online stores, a very high percentage of users add products to their cart but don’t complete the purchase. Recovering even just a portion of those carts can result in a significant increase in monthly revenue, and Klaviyo is specially designed to make the most out of this type of automation.

The basic operation of the abandoned cart flow is triggered when a user adds products to their cart but does not complete the order within a certain period of time. From that moment on, Klaviyo launches a sequence of automated messages that remind the customer they have pending products, always in a strategic and non-intrusive way.

A good practice is to structure the flow in several touches. For example, a first email sent between 1 and 3 hours after abandonment, with an informative and friendly tone, reminding the user of the products they left behind. Klaviyo allows you to include the dynamic cart, showing images, prices, and direct links to the checkout, which reduces friction and makes conversion easier.

If the user does not complete the purchase, a second message can be sent a few hours later or the next day, reinforcing the value of the product: benefits, reviews from other customers, or store guarantees. This is where Klaviyo allows you to personalize the message based on the user’s previous behavior, tailoring the content to their profile.

A third impact could include an incentive, such as a limited-time discount or free shipping. This message should be used wisely so as not to train the customer to always expect an offer. Klaviyo makes it easy to add conditions so that this incentive is only shown to certain segments, such as new customers or users with high potential value.

In addition, the abandoned cart flow can combine email and SMS. A short, direct SMS sent if the user doesn’t respond to emails usually has a very high open rate and can make a difference in recovering sales.

Finally, it is essential to measure and optimize. Klaviyo provides detailed metrics on revenue generated, conversions, and the performance of each message in the flow. Analyzing this data allows you to adjust timing, messages, and offers to continuously improve results.

Well configured, the abandoned cart flow in Klaviyo becomes a consistent revenue recovery machine, working automatically and providing real value to the business.

Welcome / Onboarding

The welcome or onboarding flow is one of the most important within any email marketing strategy with Klaviyo, especially because it is the first real contact a new subscriber has with the brand. First impressions matter, a lot, and this flow sets the tone for the future relationship with the customer. When done well, it not only improves the initial conversion but also lays the foundation for long-term loyalty.

This flow is usually triggered when a user subscribes to the list, either through a form, a popup, or during the checkout process. In Klaviyo, this trigger is very easy to set up and allows you to differentiate between new subscribers and existing customers, tailoring the message accordingly.

The first welcome email should be sent almost immediately. The goal here is not to sell aggressively, but to introduce yourself, build trust, and fulfill the promise that motivated the subscription. If the user registered to receive a discount, that incentive should be clearly presented from the very first message. Klaviyo allows you to personalize this email with basic data and tailor the content based on the subscriber’s source.

From there, the onboarding can unfold over several messages. A second email can focus on explaining what makes the brand different, what its values are, its standout products, or its main benefits. This type of content helps build the brand and allows the user to understand why they should shop at your store and not somewhere else.

A third touchpoint can be used to show recommended products, featured categories, or reviews from other customers. Thanks to Klaviyo’s integration with the online store, it is possible to personalize these recommendations based on the user’s initial behavior or the type of form they registered through.

It is also highly recommended to include SMS in the welcome flow, as long as consent has been obtained. A short message reminding of the discount or inviting them to visit the store can significantly increase conversion in the first few days.

Finally, the welcome flow in Klaviyo should be continuously analyzed and optimized. Reviewing open rates, clicks, and revenue generated allows for adjusting messages, timing, and content. A good onboarding not only converts better but also builds a stronger relationship from the very beginning and multiplies the customer’s long-term value.

Browser Recovery

The browser recovery flow is one of the most overlooked aspects in many email marketing strategies, yet with Klaviyo it can become a steady source of additional sales. This flow focuses on users who have visited specific products or categories in the online store, have shown clear interest, but left without adding anything to their cart or making a purchase.

Unlike an abandoned cart, here the user has not yet taken such a clear step toward conversion, so the message approach should be more subtle and focused on helping, not pressuring. Klaviyo allows you to detect this behavior thanks to events like “Viewed Product” or “Viewed Category,” which are automatically triggered when integrated with the eCommerce platform.

The first message in this flow is usually sent a few hours after the visit. The goal is to refresh the user’s memory and remind them of the product or category they were exploring. Klaviyo allows you to include dynamic products, with image, price, and direct link, making it easy for the user to resume browsing right where they left off.

On a second visit, if the user hasn’t returned to the website, you can provide more value. It’s very effective here to include product benefits, use cases, frequently asked questions, or even reviews from other customers. This type of content helps address common concerns that often prevent a purchase, such as price, quality, or shipping times.

A third message can introduce a small incentive, always strategically. It’s not about giving discounts systematically, but using them selectively. Klaviyo allows segmentation so that this incentive only reaches certain profiles, such as new visitors or users with a high likelihood of purchase.

Browser recovery can also be enhanced by combining email and SMS. A short SMS reminding of the product visited can generate a quick return, especially in stores with impulse-buy products or low-average tickets.

At an analytics level, Klaviyo allows you to clearly measure the revenue attributed to this flow, which helps assess its real impact. Properly configured, the browser recovery flow acts as a gentle but effective nudge, recovering opportunities that would otherwise be lost without a trace.

Post-purchase / Cross-sell / Upsell

The post-purchase flow is one of the most strategic within Klaviyo, as it comes into play right when the customer has already trusted the brand and made a purchase. At this point, the psychological barrier is much lower and the chances of repeat or additional orders increase considerably. Well executed, this flow not only boosts the average order value but also enhances the customer experience and loyalty.

The first message in the post-purchase flow is usually transactional: order confirmation, thanks, and trust reinforcement. Although many stores stop there, Klaviyo allows you to go much further. This first touchpoint is a great opportunity to strengthen the brand, remind customers of differentiating values, and anticipate the next interaction, such as shipping or product use.

This is where cross-sell and upsell come into play. Thanks to the integration with the online store, Klaviyo knows exactly what the customer has purchased and can automatically recommend complementary products. For example, if someone buys a camera, the flow can suggest compatible accessories; if they buy a cosmetic, it can recommend products from the same routine. These dynamic recommendations make the message helpful and relevant, not intrusive.

Timing is key. A second email can be sent a few days after the purchase, when the customer has already received the product or is about to receive it. At this point, a message focused on how to get the most out of the product works very well, and an additional recommendation can be introduced naturally.

For the upsell, Klaviyo allows you to show higher versions of the purchased product, bundles, or subscriptions, always tailored to the customer’s behavior and value. Not all users should receive the same message, and this is where segmentation becomes crucial again.

This flow is also ideal for introducing SMS, for example, with reminders or limited-time promotions for related products. Of course, always respecting consent and without overwhelming people.

At the analytics level, Klaviyo allows you to measure exactly how much money each post-purchase flow message generates. This makes it easier to optimize content, timing, and recommendations. When well configured, this type of flow turns a one-time sale into an ongoing relationship, increasing customer value and strengthening brand perception.

Winback of inactive customers

The winback flow for inactive customers is one of the most important for maximizing the value of the database in Klaviyo. Over time, it’s normal for some customers to stop interacting with the brand: they don’t open emails, visit the website, or make repeat purchases. Recovering these users is usually much more profitable than acquiring new ones, and Klaviyo provides the perfect tools to do it smartly.

The first step in creating a good winback flow is to correctly define what is considered an inactive customer. In Klaviyo, this is done through behavior-based segmentation, for example, users who have not purchased in the last 90, 120, or 180 days. The key is to adapt this period to the business’s purchase cycle, as selling fashion is not the same as selling recurring consumer products.

Once the segment is defined, the flow should be designed with a progressive approach. The first message should not include an aggressive offer directly, but rather a friendly reminder. An email like “We miss you” or “Shall we stay in touch?” helps to rekindle interest without seeming desperate. Klaviyo allows you to personalize this message based on the customer’s history, reminding them of what they bought or which categories they were interested in.

If the user does not respond, a second approach can focus on showing news, product improvements, or valuable content. It works very well here to highlight new releases, changes in the store, or benefits they might not have known about. The goal is to provide real reasons to return, beyond just the price.

The incentive is usually reserved for a third message. An exclusive discount, free shipping, or a limited-time advantage can be the final push to win the customer back. Klaviyo allows you to manage this point very well, sending the offer only to users with a certain value or likelihood of returning, avoiding spoiling the entire database.

This flow can also be reinforced with SMS, especially for clients who have previously shown a good response to this channel. A short and direct message can make a difference.

Finally, winback in Klaviyo is also key for the health of the database. Users who do not respond after several attempts can be excluded from future sends, improving deliverability and overall performance. When well executed, this flow allows you to recover sales, optimize resources, and extend the customer lifecycle.

LTV Boosters

LTV Boosters are one of the most advanced and strategic approaches that can be implemented in Klaviyo. Their goal is not to generate a one-time sale, but to increase the total customer value over time (Customer Lifetime Value). In other words, to get each customer to buy more often, for a longer period, and with a higher average order value. For eCommerce brands seeking sustainable growth, this type of flow makes a real difference.

Unlike other more tactical flows, LTV Boosters are based on having a deep understanding of customer behavior and anticipating their needs. Klaviyo allows you to identify clear patterns: when a customer tends to make repeat purchases, which products are bought together, how often they stop interacting, or which profile has the most long-term value potential. With this data, you can create automations designed to support the customer throughout their entire lifecycle.

A clear example of an LTV Booster is the smart repurchase flow. Instead of sending generic promotions, Klaviyo can trigger a message just before the customer is “expected” to repurchase, based on their history. This is especially powerful for recurring products like cosmetics, supplements, or food. The message arrives at the right time and with a relevant offer, which increases the conversion rate without the need for aggressive discounts.

Another type of very effective LTV Booster is the education and value flow. The goal here is not to sell directly, but to help the customer get more out of the product they have already purchased. Tutorials, tips, guides, or advanced uses build trust, strengthen the relationship with the brand, and lay the groundwork for future purchases. Klaviyo allows you to automate this type of content based on the product purchased.

LTV Boosters can also be created focusing on VIP customers. By segmenting based on total spend or purchase frequency, Klaviyo allows for exclusive communications: early access to launches, private offers, or premium content. This differentiated treatment reinforces loyalty and makes top customers feel valued.

At the analytics level, Klaviyo makes it easy to measure how these flows impact customer value in the medium and long term. The results are not immediate, but they are very solid. When well executed, LTV Boosters turn occasional customers into repeat buyers and transform email marketing into a true growth engine.

Advanced segmentation in Klaviyo

Behavior-based segments

Behavior-based segmentation is one of Klaviyo’s major differentiators and the foundation on which truly profitable email and SMS marketing strategies are built. Unlike other tools that focus on static data, Klaviyo works with what users do in real time within the online store. This allows for sending much more relevant messages and directly increasing conversions.

This type of segmentation relies on the events that Klaviyo automatically collects when integrated with eCommerce platforms. Actions such as visiting a product, adding it to the cart, starting a checkout, making a purchase, or even stopping interaction are recorded and available to create dynamic segments. These segments update themselves automatically, without manual intervention, ensuring they are always aligned with the customer’s actual status.

One of the most common uses is to segment according to purchase intent. For example, users who have viewed the same product multiple times in the past few days usually have a high level of interest, but they might need a final push. Creating a segment with this behavior allows you to launch very specific campaigns or flows, with messages tailored to that stage of the decision-making process.

It is also very common to work with segments based on frequency and recency. Klaviyo allows you to identify customers who make recurring purchases, occasional buyers, or users who haven’t bought in a while. This information is key to adjusting the tone and value proposition. You don’t speak to a loyal customer the same way you speak to someone who is about to leave the brand.

Another powerful aspect is the ability to combine multiple behaviors within the same segment. For example, customers who have purchased a specific category, who have spent more than a certain amount, and who have not bought anything in the last 60 days. This level of precision allows for extremely targeted campaigns with a high return.

Additionally, behavior-based segmentation in Klaviyo is key to optimizing the user experience. By receiving fewer generic messages and more relevant communications, unsubscribes are reduced and deliverability is improved.

Ultimately, behavior-based segments turn data into concrete actions. They are the heart of Klaviyo and one of the most powerful tools for transforming email marketing into a truly personalized, revenue-driven channel.

Customer value-based segments (RFM)

Customer value-based segmentation, known as RFM (Recency, Frequency, Monetary), is one of the most powerful strategies that can be applied in Klaviyo to understand who the most valuable customers of the business really are. Far from focusing only on one-off actions, this approach analyzes overall purchasing behavior and allows for much more strategic decision-making.

The RFM model is based on three key variables. Recency measures how much time has passed since the last purchase; frequency analyzes how often a customer buys; and monetary value takes into account how much money they have spent in total. Klaviyo automatically combines this data to classify customers into different groups based on their value and their relationship with the brand.

One of the great advantages of working with RFM in Klaviyo is that it doesn’t need to be done manually or with external spreadsheets. The tool generates dynamic segments that update in real time, allowing you to identify profiles such as VIP customers, frequent buyers, at-risk customers, or users with high growth potential.

These segments are key to adapting the communication strategy. For example, high RFM value customers can receive exclusive campaigns, early access to launches, or special benefits. This type of action strengthens loyalty and further increases LTV, as these customers tend to respond better and feel more connected to the brand.

On the other hand, Klaviyo allows you to detect customers who used to buy frequently but haven’t done so in a while. These segments are ideal for specific win-back flows, with more personalized messages and offers tailored to the purchase history. By knowing the customer’s real value, you can decide how far it’s worth investing in their recovery.

The RFM model also helps prioritize efforts. Not all customers should receive the same messages or the same level of incentives. Klaviyo allows for smart allocation of resources, focusing on the profiles that generate the greatest impact on revenue.

Ultimately, RFM segmentation in Klaviyo transforms purchase data into a clear view of the business. It allows you to stop treating all customers the same and start working on strategies that are much more profitable, personalized, and long-term oriented.

Predictive segments: likelihood of purchase and churn

Predictive segments are one of Klaviyo’s most advanced features and a clear example of where modern email marketing is heading. Instead of relying solely on what the user has done in the past, Klaviyo uses predictive models to anticipate what they are most likely to do in the future. This allows for a shift from reactive communication to a much more proactive and effective strategy.

Klaviyo analyzes large volumes of behavioral data, purchase history, and similar user patterns to calculate metrics such as purchase probability or churn likelihood. With this information, the tool assigns each contact a score that automatically updates over time. There is no need to set up complex models or have data science knowledge; everything is built-in and ready to use.

Purchase probability-based segments are especially useful for identifying users who are “about” to convert. For example, customers with a high probability of purchasing in the next 7 or 30 days. These segments can be targeted with more commercial campaigns, product launches, or personalized reminders, maximizing conversions without overwhelming the entire database.

On the other hand, churn probability segments allow you to detect at-risk customers before they disappear completely. Instead of reacting after they’ve been inactive for months, Klaviyo allows you to take preventive action with retention flows, valuable content, or incentives tailored to the customer’s profile. This improves retention and reduces the loss of valuable customers.

In addition, these predictive segments can be combined with other criteria, such as RFM value or purchased categories, to further refine the strategy. The result is much smarter communication, where each message has a clear purpose and a high potential for return.

Ultimately, Klaviyo’s predictive segments allow you to anticipate customer behavior, optimize resources, and increase revenue by focusing exactly where the real opportunities are.

Lists vs segments: when to use each one

Understanding the difference between lists and segments in Klaviyo is essential for keeping an account organized and an efficient strategy. Although they may seem the same at first glance, they serve different purposes, and using them correctly makes a big difference in the performance and scalability of email marketing.

Lists are groups of static contacts. A user joins a list when they subscribe through a form, a landing page, or during the purchase process. Their main function is to organize the source of contacts and serve as a trigger for certain flows, such as welcome or onboarding flows. Once they are in, the contact does not leave the list automatically, unless removed manually or unsubscribed.

For their part, segments are dynamic and are based on rules and behaviors. A contact enters or leaves a segment automatically depending on whether they meet or stop meeting the defined conditions. For example, purchasing in the last 30 days, visiting a specific product, or having a certain RFM value. This real-time updating capability makes segments the ideal tool for advanced campaigns and automations.

When to use each one? Lists are perfect for capturing and structuring the database and for initial flows. Segments, on the other hand, should be the basis for almost all campaigns and personalization strategies, as they reflect the customer’s actual status at any given time.

In summary, in Klaviyo, lists organize and segments activate. Using them correctly allows you to work with more control, greater accuracy, and better long-term results.

Analytics in Klaviyo

Key metrics: OR, CTR, Revenue, Deliverability

Analytics is one of Klaviyo’s greatest strengths and the reason why many brands are able to turn email marketing into a truly profitable channel. It’s not just about glancing at numbers, but about understanding what is happening in each campaign and each flow to make better decisions. With Klaviyo, the data is directly connected to the business and revenue.

One of the best-known metrics is the OR (Open Rate). This indicator shows the percentage of people who have opened an email relative to the total number of emails sent. Although it is still useful for evaluating the impact of the subject line and preheader, it is important not to analyze it in isolation. In Klaviyo, the OR helps identify deliverability issues, unappealing subject lines, or poorly targeted segmentation, but it should always be considered alongside other metrics.

CTR (Click Through Rate) measures how many users clicked within the email. This metric is key to evaluating the quality of the content and the relevance of the message. An email with many opens but few clicks usually indicates that the content does not meet the expectation set by the subject line. Klaviyo allows you to analyze CTR at the campaign, flow, and even individual link level, making it easier to optimize calls to action, design, and message structure.

Revenue is probably the most important metric in Klaviyo. Unlike other tools, Klaviyo directly links emails and SMS to the sales generated in the online store. This allows you to know exactly how much money a specific campaign or flow has generated. Analyzing revenue helps prioritize efforts, identify profitable automations, and justify the channel as a real source of income.

Deliverability encompasses various indicators related to the ability of emails to reach the inbox. Bounces, spam complaints, and unsubscribes directly affect this metric. Klaviyo provides clear information on domain health and sending performance, allowing you to detect issues before they seriously impact results.

Together, these metrics allow you to go beyond intuition. Analyzing OR, CTR, revenue, and deliverability in Klaviyo helps understand what works, what doesn’t, and how to continuously improve the strategy, always with a clear focus on real results.

Income allocation

Revenue attribution is one of the most powerful and, at the same time, most underrated aspects of Klaviyo. Understanding where sales actually come from is key to making the right decisions and not basing strategy on feelings or vanity metrics. Klaviyo stands out precisely for its ability to link every email and SMS to real eCommerce revenue.

Unlike other tools that just track opens and clicks, Klaviyo lets you see which campaigns and flows are generating sales, how much money they contribute, and what percentage they represent of total revenue. This is especially important for online stores where multiple channels influence conversion and it’s easy to lose the overall perspective.

Klaviyo uses customizable attribution models. By default, it usually works with multi-day attribution windows for email and SMS, which means that if a user clicks on an email and makes a purchase within that period, the sale is attributed to that communication. This system helps to understand the real impact of the channel, although it is always advisable to adjust the windows according to the business’s purchase cycle.

One of the great benefits of attribution in Klaviyo is visibility at the flow level. You can know exactly how much money an abandoned cart, an onboarding, or a winback generates. This allows you to prioritize the optimization of the most profitable flows and identify improvement opportunities in those that are not performing as they should.

It is also very useful for specific campaigns. By analyzing the revenue generated by each send, it is possible to compare promotions, launches, or types of content and understand which messages resonate best with the audience.

That said, it’s important to interpret attribution with judgment. Klaviyo measures the impact of the channel, but it doesn’t always mean it was the only point of contact. That’s why it’s best to use this data as a strategic guide, not as an absolute truth.

Ultimately, revenue attribution in Klaviyo turns email and SMS marketing into measurable, defensible, and scalable channels, allowing efforts to be focused where business is truly being generated.

Custom boards

Custom dashboards are one of the most useful features of Klaviyo for those who want to have a clear, quick, and actionable view of the performance of their email and SMS marketing strategy. Instead of wasting time navigating through reports, Klaviyo allows you to create dashboards tailored to the actual business goals, showing only the metrics that really matter.

A custom dashboard in Klaviyo functions like a control panel. At a glance, you can see how campaigns, automated flows, and key segments are performing. This is especially useful for marketers and teams who need to make quick decisions based on up-to-date data.

One of the great advantages is flexibility. Klaviyo allows you to choose which metrics to display and how to visualize them. You can include indicators such as revenue generated, open rate, clicks, conversions, list growth, or performance by channel. This way, each dashboard adapts to the type of business and the stage it is in: acquisition, conversion, or retention.

Custom dashboards are also very useful for analyzing specific flows. For example, you can create a dashboard specifically for automations like abandoned cart, post-purchase, or winback, and clearly see how much revenue they generate, how many users go through them, and where drop-offs occur. This makes it easier to identify bottlenecks and optimize messages, timing, or segmentation.

Another interesting point is the ability to share these boards with other team members or clients. This helps align expectations and demonstrate the value of the channel in a visual and understandable way, without the need for complex reports.

Additionally, when working with near real-time data, Klaviyo dashboards allow you to react quickly to performance changes. If a campaign isn’t performing as expected or a flow stops generating revenue, the problem is detected earlier and can be corrected.

Ultimately, custom dashboards in Klaviyo turn data into a daily management tool. They help move from reactive analysis to more strategic decision-making, always focused on improving results and maximizing revenue.

How to interpret data to improve the strategy?

Having a lot of data is useless if you don’t know how to interpret it. This is where Klaviyo makes a difference compared to other tools: it not only shows metrics, but also allows you to understand what is working, what isn’t, and why. Properly interpreting data is what turns email and SMS marketing into a channel for continuous improvement and real growth.

The first step is to stop analyzing metrics in isolation. A high open rate may seem positive, but if it is not accompanied by clicks or revenue, the message is probably not achieving its goal. In Klaviyo, the ideal approach is to analyze the entire journey: open → click → conversion → revenue. This approach allows you to detect at which point the user is being lost.

For example, if a campaign has a good open rate but a low CTR, the problem is usually in the content or the call to action. The subject line might generate interest, but the message doesn’t provide enough value or doesn’t guide the user well. If the CTR is good but there are no sales, the focus should be on the landing page, the product, or the consistency between the message and the offer.

In the case of automated flows, Klaviyo allows you to analyze each step of the sequence. This is especially useful for optimizing timing. Sometimes, a simple adjustment in the wait time between emails can significantly improve conversion. It’s also important to observe where people drop out of the flow: that’s usually where the opportunity for improvement lies.

Another key aspect is to cross performance data with segmentation. Not all segments respond the same way. Klaviyo allows you to compare results between new subscribers, returning customers, or high-value profiles. This information helps to further personalize the strategy and stop sending generic messages that don’t work for everyone.

Data interpretation should also have a medium- and long-term perspective. Not everything is measured in immediate sales. Flows like onboarding, education, or LTV boosters impact customer retention and value over time. Klaviyo makes it easy to analyze these trends and understand how user behavior evolves.

Ultimately, interpreting data in Klaviyo isn’t about looking at numbers, but about asking questions and adjusting your strategy based on real answers. It’s a continuous process that, when done well, leads to better decisions, more relevance, and higher revenue.

Comparison: Klaviyo vs other tools

Comparison: Klaviyo vs Mailchimp

The comparison between Klaviyo and Mailchimp is one of the most common when a company starts taking email marketing seriously. Although both tools allow you to send campaigns, they are designed for very different purposes. Choosing the right one depends less on price or popularity and more on the type of business and the maturity level of the strategy.

Mailchimp has been one of the most well-known platforms on the market for years. It is a general-purpose tool, easy to use and suitable for small projects, blogs, or businesses that need to send simple newsletters without too much complexity. Its strong point is accessibility and the learning curve, especially for users with no previous experience.

However, when we enter the realm of eCommerce, Klaviyo plays in a different league. Klaviyo is designed from the ground up to work with purchase and behavior data. While Mailchimp is mainly based on lists and tags, Klaviyo works with real-time events, allowing for much more advanced segmentation and automation.

In terms of automation, the difference is clear. Klaviyo offers specific flows for online stores: abandoned carts, browsing, post-purchase, winback, or LTV boosters. Mailchimp also has automations, but they are more limited and less flexible, especially when it comes to conditioning messages based on user behavior.

Analytics is another key point. Mailchimp focuses on basic metrics like opens and clicks, while Klaviyo directly links campaigns to revenue. Being able to see how much money each email or flow generates completely changes the way you work with the channel and makes it easier to make profit-based decisions.

In terms of integrations, Klaviyo offers a much deeper connection with platforms like Shopify, WooCommerce, or Prestashop. This translates into more data, better personalization, and more relevant messages. Mailchimp, although it integrates with eCommerce, does not reach the same level of detail or control.

In short, Mailchimp may be sufficient for simple or early-stage projects. But when the goal is to scale sales, fully personalize, and accurately measure revenue, Klaviyo becomes the most powerful and results-oriented option for eCommerce.

Comparison: Klaviyo vs ActiveCampaign

The comparison between Klaviyo and ActiveCampaign usually comes up when a business wants to go beyond basic email marketing and start seriously working with automation. Both tools are powerful, but they are designed for different contexts and objectives, and understanding these differences is key to choosing the right option.

ActiveCampaign is a platform highly focused on marketing automation and CRM, especially popular in B2B businesses, professional services, and projects where lead nurturing and sales management are very important. Its automation system is very flexible and allows you to create complex flows based on multiple conditions, ideal for long sales cycles and more elaborate commercial processes.

For its part, Klaviyo is clearly focused on eCommerce. The entire tool revolves around purchasing behavior, customer value, and revenue generation. Although it also allows the creation of advanced automations, its biggest advantage is that it comes ready with events, metrics, and flows specific to online stores, without the need for complex setups.

In terms of segmentation, both platforms are powerful, but with different approaches. ActiveCampaign relies heavily on tags, scores, and statuses within the CRM. Klaviyo, on the other hand, is based on real-time events and purchase data, making it easier to create dynamic segments based on what the customer does within the store.

Analytics is another differentiating point. ActiveCampaign offers useful metrics to measure engagement and the performance of automations, but it is not as revenue-focused. Klaviyo allows you to clearly see how much money each campaign and flow generates, which is key for eCommerce where the main goal is to sell more.

In terms of integrations, ActiveCampaign connects with multiple tools, but its integration with eCommerce platforms often requires more adjustments. Klaviyo, on the other hand, integrates deeply and natively with Shopify, WooCommerce, or Prestashop, collecting very detailed data from the very beginning.

In summary, ActiveCampaign is a great option for B2B projects or businesses with complex sales processes. However, if the focus is on an online store and maximizing sales through email and SMS marketing, Klaviyo offers a more direct, specialized, and results-oriented solution.

Comparison: Klaviyo vs Brevo (Sendinblue)

The comparison between Klaviyo and Brevo (formerly Sendinblue) is quite common, especially among businesses looking for a powerful email marketing solution on a tight budget. Although both tools allow you to work with email and SMS, their approach and depth are very different, particularly when it comes to eCommerce.

Brevo is a versatile platform designed to cover multiple needs: email marketing, SMS, basic automations, and even transactional communication. Its main appeal is the price, as it offers more affordable plans and a model based on the volume of sends, which can be interesting for small projects or those in their early stages.

However, when the goal is to scale an online store, Klaviyo offers a clear advantage. Klaviyo is specifically designed for eCommerce and works natively with behavioral and purchase data. This allows for advanced segmentation, complex automations, and highly personalized communications, which in Brevo are more limited or require more manual work.

In terms of automation, Brevo offers basic flows that work well for simple needs. Klaviyo, on the other hand, allows you to create much more sophisticated flows, with branching, conditions, and real-time events. This is key for strategies like advanced abandoned carts, post-purchase, win-back, or LTV boosters.

Analytics is another area where Klaviyo stands out. While Brevo focuses on standard metrics like opens and clicks, Klaviyo directly links campaigns and flows to the revenue generated. Being able to measure the real economic impact of the channel completely changes the way to optimize the strategy.

In terms of integrations, Klaviyo offers deep connections with platforms like Shopify, WooCommerce, or Prestashop, syncing product, order, and user behavior data. Brevo integrates with eCommerce, but at a less detailed level.

In summary, Brevo can be a good option for small businesses, general projects, or companies that prioritize cost. But when the focus is on eCommerce growth, advanced personalization, and revenue measurement, Klaviyo positions itself as a more complete and results-oriented tool.

When to choose Klaviyo and when not to?

Choosing an email marketing tool shouldn’t be based solely on price or popularity, but on whether it truly fits the business model and goals. Klaviyo is a very powerful platform, but it’s not always the best option for every project. Knowing when it makes sense to go for it —and when it doesn’t— helps avoid frustrations and unprofitable decisions.

When to choose Klaviyo?

Klaviyo is a very smart choice when a business has a clear eCommerce focus and aims to grow sustainably. If you sell online and want to make the most of behavioral data, Klaviyo fits perfectly. It is especially recommended for stores that already have a minimum level of traffic and sales, as the more data it receives, the more value it provides.

It is also ideal when the goal is to automate and scale. If you want email and SMS to generate recurring revenue through abandoned carts, post-purchase, winbacks, or loyalty strategies, Klaviyo offers very advanced and easy-to-optimize flows. In addition, if you need precise segmentation based on behavior, customer value, or predictions, Klaviyo stands out compared to more generic tools.

Another key point is revenue tracking. If you need to know how much money each campaign and automation generates to make profitability-based decisions, Klaviyo is one of the best options on the market.

When not to choose Klaviyo?

On the other hand, Klaviyo may not be the best option for very small projects or those in the very early stages. If you barely have any subscribers, few sales, or only need to send occasional newsletters, the investment may not be worth it. In these cases, simpler and more affordable tools may be sufficient.

It’s also not the ideal option for non-eCommerce businesses, such as B2B projects, professional services, or companies with long sales cycles. In these cases, platforms focused on CRM and lead nurturing usually fit better.

In short, Klaviyo is an excellent tool when there is data, volume, and a clear strategy. If the goal is to sell more, personalize to the maximum, and measure revenue accurately, it’s a great choice. If not, it’s worth considering simpler alternatives.

How much does Klaviyo cost?

Talking about Klaviyo’s pricing is talking about a model very different from that of many traditional email marketing tools. Klaviyo does not charge for features or the number of sends, but mainly for the number of active contacts and, in the case of SMS, for the volume of messages sent. This means that the cost is directly related to the size and maturity of the business.

Klaviyo offers a quite interesting free plan to get started. This plan allows you to manage a limited number of contacts and send emails in a basic way, which is useful for small stores or to get familiar with the tool. However, the automations and sending volume are limited, so as the business grows, it’s normal to have to move to a paid plan.

In the payment plans, Klaviyo’s price increases progressively as the database grows. This means there are no sudden jumps, but it is important to have a clear strategy for acquiring and cleaning contacts so you don’t pay for inactive users. A well-managed database not only improves results but also optimizes the monthly cost.

As for SMS marketing, Klaviyo works with a credit system. You pay based on the number of messages sent and the destination country. This allows for fairly precise control of expenses, since you can decide in which flows and campaigns to use SMS and in which not.

At first glance, Klaviyo may seem more expensive than other generalist tools. However, the price should be analyzed from the perspective of return on investment. Being so revenue-focused, many stores recover their investment thanks to automated flows, especially abandoned carts and post-purchase.

In summary, Klaviyo is not the cheapest option, but it is one of the most cost-effective when used properly. It is a tool designed to grow with the business and to ensure that the cost is always aligned with the value it provides in terms of sales.

Errores comunes al usar Klaviyo y cómo evitarlos

Not setting up the segments correctly

One of the most common mistakes when starting to work with Klaviyo is not spending enough time properly setting up segments. It’s understandable: the tool offers many possibilities, and at first, it can be tempting to send campaigns “to the entire database” to save time. However, this approach usually results in worse outcomes and a negative experience for the user.

When segments are not well defined, messages lose their relevance. Users who have just made a purchase receive offers that don’t suit them, loyal customers receive the same content as someone who barely knows the brand, and inactive people keep receiving communications as if nothing happened. All of this results in fewer opens, fewer clicks, and more unsubscribes.

To avoid this mistake, the first thing is to understand that in Klaviyo, segmentation is not optional; it is the foundation of the entire strategy. Even with a small database, it is essential to start working with basic segments: recent buyers, repeat customers, new subscribers, and inactive ones. With just these groups, you can already significantly improve campaign performance.

Another common mistake is creating segments that are too complex without a clear logic. Combining many conditions without a specific goal can result in segments that are not very useful or have very few contacts. In Klaviyo, it’s better to start with simple rules and, as the data is better understood, refine the segmentation.

It is also important to review segments periodically. Customer behavior changes, and a segment that worked a few months ago may need adjustments. Klaviyo makes this task easier by showing how many contacts are in each segment and how it evolves over time.

In short, not properly setting up segments limits the full potential of Klaviyo. The key is to work with clear, dynamic groups that are aligned with the business objectives. Good segmentation not only improves results but also ensures that each message makes sense to the person receiving it.

Do not activate the basic flows

Another of the most common mistakes when using Klaviyo is not activating the basic flows from the start. Many stores focus only on sending one-off campaigns and neglect automations, when in reality, these are what generate a large part of revenue consistently and at scale.

The basic flows in Klaviyo —such as abandoned cart, welcome flow, post-purchase, or browse abandonment— are designed to cover the key moments of the customer journey. Not activating them is literally leaving money on the table. Every day a store operates without these flows, sales opportunities that could be recovered automatically are lost.

One of the reasons this error occurs is the false sense of complexity. Many businesses believe that setting up flows is complicated or time-consuming, when Klaviyo offers ready-made templates that only need minor adjustments. Even a basic abandoned cart version can start generating results from day one.

Another common problem is activating flows but leaving them unpersonalized. A generic flow, without adapting the message to the brand’s tone or the customer’s behavior, loses much of its effectiveness. Klaviyo allows you to personalize content, timing, and exit conditions, and not taking advantage of these options is a very common mistake.

To avoid this, the recommendation is clear: start with the essentials. First, activate the flows that directly impact revenue, such as abandoned cart and post-purchase, and then expand with win-back, advanced onboarding, or LTV boosters. It’s not necessary to have everything perfect from the start, but it does need to be working.

In addition, it is important to periodically review the performance of these flows. Klaviyo provides clear metrics on revenue, conversions, and drop-off points within each automation. Analyzing this data allows you to optimize and improve results with small changes.

Ultimately, not activating the basic flows in Klaviyo is one of the most costly mistakes. Automations are the heart of the tool and the main driver of recurring sales. Activating and optimizing them should be a priority from the very beginning.

Poor quality in email design

One of the most common mistakes when working with Klaviyo is neglecting email design. Often, people think that since it’s about automations, design isn’t that important, or that a generic template is enough to achieve the goal. Nothing could be further from the truth. A weak design can ruin even the best segmentation and automation strategy.

Email is a visual channel, and in eCommerce, design plays a key role in conversion. If an email is confusing, poorly structured, or not mobile-friendly, the user loses interest in seconds. Klaviyo offers a very powerful visual editor, but it doesn’t guarantee good results if it’s not used wisely.

One of the most common problems is the lack of visual hierarchy. Emails with too much text, no spacing, multiple calls to action, or no clear focus create friction. The user doesn’t know where to look or what to do. At Klaviyo, every email should have a main objective and a clear, visible call to action that is consistent with the message.

Another common mistake is not respecting the brand’s visual identity. Colors, fonts, and style should be consistent with the website and other channels. When an email doesn’t look “on-brand,” it generates distrust. Klaviyo allows you to save custom templates to maintain this consistency, something many stores don’t take advantage of.

Mobile optimization is another critical point. Most opens occur on mobile devices, and a design that only works on desktop directly harms the CTR and conversions. Always checking the mobile version in Klaviyo before sending should be a basic rule.

To avoid this mistake, there’s no need to overcomplicate things or create overly elaborate designs. Sometimes, a simple, well-structured email with clear product images works better than an overloaded one. The important thing is to pay attention to detail and always think about the user experience.

In short, poor email design quality undermines credibility and sales. Klaviyo provides the tools, but the design is the responsibility of the strategy. Taking care of it is key to maximizing the performance of every campaign and flow.

Underutilize analytics

One of the quietest, yet most harmful mistakes when working with Klaviyo is underutilizing analytics. Many brands simply send campaigns and flows, superficially check if ‘it went well,’ and move on without delving into the data. The problem is that without analysis, there is no improvement, and without improvement, growth stagnates.

Klaviyo offers very powerful, revenue-oriented analytics, but it only adds value if it is used actively. Looking only at basic metrics like opens or clicks stays on the surface. These metrics are useful, yes, but they don’t explain on their own whether a strategy is truly working. The real potential lies in understanding how those interactions translate into sales and customer behavior.

A common mistake is not analyzing flows individually. Many stores activate automations and don’t review them again for months. Klaviyo allows you to clearly see how much money each flow generates, which emails convert best, and at what point users drop out of the sequence. Ignoring this information is missing clear optimization opportunities.

It is also common not to compare results between segments. Sending a campaign and analyzing the overall average can hide very different behaviors. Klaviyo allows you to break down results by customer type, engagement level, or RFM value. This information is key to understanding which profiles respond best and adjusting the strategy.

Another critical point is not doing tests. Klaviyo makes A/B testing in subject lines, content, and sends easy, but many brands don’t use it due to lack of time or habit. Without testing, work is done by intuition and progress is much slower.

To avoid underusing analytics, it is advisable to establish clear routines: review results after each campaign, analyze flows monthly, and set improvement hypotheses based on data. It’s not about obsessing over numbers, but about using them to make better decisions.

Ultimately, analytics in Klaviyo isn’t just for decorating dashboards. It’s meant for learning, optimizing, and scaling. Leveraging it makes the difference between ‘sending emails’ and building a truly profitable marketing strategy.

Klaviyo and the Future of Email Marketing

One of the quietest, yet most harmful mistakes when working with Klaviyo is underutilizing analytics. Many brands simply send campaigns and flows, superficially check if ‘it went well,’ and move on without delving into the data. The problem is that without analysis, there is no improvement, and without improvement, growth stagnates.

Klaviyo offers very powerful, revenue-oriented analytics, but it only adds value if it is used actively. Looking only at basic metrics like opens or clicks stays on the surface. These metrics are useful, yes, but they don’t explain on their own whether a strategy is truly working. The real potential lies in understanding how those interactions translate into sales and customer behavior.

A common mistake is not analyzing flows individually. Many stores activate automations and don’t review them again for months. Klaviyo allows you to clearly see how much money each flow generates, which emails convert best, and at what point users drop out of the sequence. Ignoring this information is missing clear optimization opportunities.

It is also common not to compare results between segments. Sending a campaign and analyzing the overall average can hide very different behaviors. Klaviyo allows you to break down results by customer type, engagement level, or RFM value. This information is key to understanding which profiles respond best and adjusting the strategy.

Another critical point is not doing tests. Klaviyo makes A/B testing in subject lines, content, and sends easy, but many brands don’t use it due to lack of time or habit. Without testing, work is done by intuition and progress is much slower.

To avoid underusing analytics, it is advisable to establish clear routines: review results after each campaign, analyze flows monthly, and set improvement hypotheses based on data. It’s not about obsessing over numbers, but about using them to make better decisions.

Ultimately, analytics in Klaviyo isn’t just for decorating dashboards. It’s meant for learning, optimizing, and scaling. Leveraging it makes the difference between ‘sending emails’ and building a truly profitable marketing strategy.

Conclusion

Throughout this article, we have seen that Klaviyo is not just a tool for sending emails, but a platform designed to turn data into revenue. Its clearly eCommerce-focused approach, behavior-based segmentation, automated flows, and sales-centered analytics make it a very powerful solution for brands looking to grow sustainably.

Klaviyo allows you to leave behind generic email marketing and start working with truly relevant communications. Messages that reach the right user at the right time and with a clear purpose. From recovering abandoned carts to fostering loyalty and increasing LTV, everything is designed to support the customer throughout their lifecycle and maximize their value.

That said, like any advanced tool, Klaviyo requires strategy. It’s not enough to just activate it and send campaigns. You need to segment properly, set up the basic flows, take care of the design, analyze the data, and continuously optimize. When you work this way, email and SMS stop being just a communication channel and become one of the main drivers of revenue for the business.

Ultimately, if you have an eCommerce business and are looking for a solution that allows you to scale sales, maximize personalization, and make decisions based on real data, Klaviyo is a very solid choice. When used well, it not only improves short-term results but also builds longer-lasting and more profitable relationships with customers.

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