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The Future of Targeted Email

Here at Klaviyo, we’ve been hitting some huge milestones lately:

  • We’re sending hundreds of millions of emails per month for amazing stores like Huckberry, MVMT Watches and Homage. Klaviyo’s being used by companies of all sizes – from those with billions in annual revenue to fast growing startups.
  • The Klaviyo team has grown rapidly on all fronts. As part of this, we’ve also moved into an amazing new office right next to Boston Common.
  • We’re preparing to launch some major new features around personalization, integrations and more.

This is just a glimmer of what’s to come. Email is an incredible tool for driving faster growth and sending the same newsletter to everyone won’t cut it. Over the new few weeks, keep your eyes open for some big developments. In the meantime, go ahead and sign-up for an account and you’ll see some of these new features in action.

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Last Minute Holiday Marketing Ideas for eCommerce Store Owners

gift in christmas hat


Now more than ever is the time to take advantage of the holiday season to drive sales. By now, most eCommerce stores have already launched their holiday marketing campaigns, but you don’t worry if you’ve waited until the last minute to build your strategy just yet. 

Here are some last minute holiday marketing ideas to prepare you for the holiday season:

November 28 – December 5

Help People Get the Gift in Time

Figure out shipping times for the most popular regions where your customers live. Do an email send that gives them a head’s up on when they should order gifts by in order to get them in time for the holidays.

Black Friday and Cyber Monday

Obviously, today is Black Friday and Monday is Cyber Monday. Although it’s tough to compete for attention on these days, it is still a good idea to participate in marketing your store in some capacity. Although there’s more noise, people are also paying more attention to what deals and discounts can be had. There’s a great chance that your email will be opened and clicked on because people are actively looking for promotions.

Small Business Saturday

Saturday, November 29 is Small Business Saturday, a day in which consumers are encouraged to “Shop Small” and make a purchase at a small business. It’s a campaign from American Express that’s taken off and become somewhat of a social movement.

Here are a few ideas how you can take advantage of Small Business Saturday:

  • Create an Eventbrite event and email the invite to local people.
  • Do a pop-up shop: Team up with a local retailer who aligns with your audience and take your marketing offline
  • Promote Small Business Saturday on social media. Visit the American Express website to get banner ad templates and pre-written Tweets and Facebook posts that’ll make marketing easy.

December 6 – December 13

Sponsor a Social Media Contest

A creative way to break through the noise and engage your customers during this busy season is through a contest. Run a contest on Instagram to generate user content, earn social media buzz, and engage your community.

Create and Promote a Holiday Gift Guide

Sure, there are those early birds that have all of their shopping done by Halloween and there are those people that get it all done in one big trip on Black Friday. But there are plenty of people who are still collecting gift ideas and monitoring sales well into December. You can capture this customer’s attention through great content that inspires through gift ideas. For a beautiful example of a gift guide, look no further than J.Crew.


Flash Sales

A 12-hour flash sale could be a great way to participate in the holiday sales spree in a focused way. Read about the Case Mate’s flash sale here. Last year, they did a one-day flash sale on December 7 and drove a 236% increase in revenue through the sale. The first sale was so successful that they decided to repeat the sale and do a second one a week later. A few tips to keep in mind should you go the Flash Sale route:

  • Make sure your website is prepped to handle an influx of traffic. Read these tips on how to handle a traffic surge.
  • Keep customer support in mind. This is one thing that Case Mates missed. The Flash Sale hours extended beyond the hours of their customer support team, leaving many new customers without support during the purchase time. Try to coordinate your support team’s availability with the sale.

December 13 – 21

Send Personal Greetings to Loyal Customers

Take a cue from the tradition of sending special holiday greetings to friends and family and do the same for your customers. Express your appreciation by sending your messages via email or social media. It’s an unexpected message for them that could lead to increased sales for you.

To discover who your most loyal customers are, look into your Klaviyo data and create a new list by segmenting subscribers who have completed a purchase event more than once (or whatever number of purchases you feel defines “loyal” for your store.)

Abandoned Cart Nurturing

By now, it’s time to make some final decisions on purchases left in carts and get your abandoned cart nurturing into overdrive. Amp up your normal messages with reminders about shipping dates and do a last minute push to get indecisive shoppers to convert.

December 22 – December 25

Promote Gift Cards

Take a tip from Warby Parker. Once it gets too late to ship gifts, promote e-gift cards as a way for your customers to still purchase gifts in time for the holidays.


Of course, the best tip of all is to stay focused. During this frenzied time, it’s easy to run around without a plan and be too reactionary. Stay focused on the marketing tactics that are working and quickly iterate away from what isn’t, and you should have a successful holiday season. Good luck!

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The 5 Do’s and Don’ts of Email Subscription Pop-Ups


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If you ask anyone, they’ll tell you straight up that they hate email pop-up boxes on websites.

Yet, the data shows that they don’t hate them enough not to subscribe. Klaviyo customers have seen up to 2,000 subscribers added in six months come from pop-ups alone.

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How to Clean an Old Email List


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Anyone who has started a company knows that that initial growth isn’t as linear as one would think. Not only is the road to product-market fit full of sidesteps, twists, and turns. It’s also full of adhoc marketing activities as part of the process of discovering the right marketing channels.

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8 Web Design Trends to Consider for Your Online Store

Your website is your digital storefront. With easy to use eCommerce website platforms like Shopify and BigCommerce, design tools like Canva, and talent marketplaces like Odesk and Dribbble, there’s no excuse not to have a great looking site in this day and age.

However, anyone who has set up an online store knows that all of these resources don’t replace having a solid vision for your brand and what your store will look like.

To inspire your online store’s design (or maybe just the facelift) here are 10 web design trends you should take a look at.

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The Essential Email Marketing Metrics You Need to Track


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There’s a lot of different approaches to take when it comes to achieving a successful email marketing program.

For some, daily discounts work. For others, long journal-like emails are the thing.

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Why Scarcity and Urgency Should Coexist in Your Marketing

Scarcity marketing is nothing new to the eCommerce space. At this point, scarcity marketing is hardly scarce at all. But, there’s a reason marketers are using this philosophy and for many retailers, it could be just what your strategy needs to hit this quarter’s goals (and perhaps even win over some customer loyalty).

So, what is it and why is it working?

Scarcity marketing plays on the psychological effects of urgency, low supply and high demand. Consumers have shown they’re more likely to buy when they fear missing out on a deal or product. We see these tactics in play everywhere from the online retailers we browse to the slew of marketing emails we receive in our inbox every day. But, just because urgency and scarcity are key components of so many marketing strategies doesn’t mean they’re always being used effectively.

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5 Big Marketing Risks That Worked


Photo Credit: Alan Light via Compfight cc

We’ve talked a lot about tiny tweaks you can do to adjust your marketing strategy and achieve better results.

But sometimes, it’s less about optimization. It’s time for a big strategy overhaul, a rebrand, or a gutsy campaign to really net the results you’re looking for.

With that in mind, here are 5 examples of big marketing risks that paid off big time.

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13 Signs the Time for Personalization in Email is Now


The email marketing statistics don’t lie: The time for personalized email marketing is now.

The days of bulk mass messaging are far behind us. With so much capability in your email marketing tools and access to customer data, why wouldn’t you take advantage of being more personal in your messaging?

Based on an Experian report from earlier this year, 70% of brands still failed to use personalization in their email marketing. So I ask you, why?

In this post, I’ll review some of the key email marketing statistics that prove personalization is worth your time and which tactics may actually make your life easier!

1. Personalized subject lines deliver 26% higher unique open rates

Source: [Experian]

Whether you use the customer’s name, target them with a recent action they took (like abandoning their cart), or simply direct your message to the correct gender, personalizing your emails doesn’t have to take a lot of resources and it goes a long way. Half the battle is getting subscribers to open.

2. 60% of abandoned cart emails generate revenue and most of that revenue occurs in the first 24 hours of the email being sent

Source: [Salesforce’s Exact Target]

Use the data you have by initiating abandoned cart emails. Online shoppers are multitasking so by missing the opportunity to send a reminder, you’re losing out on a lot of revenue. Follow up with your customers and do it within a few hours to salvage that lost sale. You’ll thank us for it.

3. Personalized emails improve click-through rate by an average of 14% and conversions by 10%

Source: [Aberdeen]

Get more eyes in front of your emails and offers by including more personalization. While click-through rate may not always be your most important metric to track, conversions certainly are and we all know that you can’t convert customers who don’t ever get to your offer.

4. 61% of consumers prefer offers even if this results in less privacy

Source: [Monetate]

Privacy is a definite concern for customers and marketers alike, but if you don’t abuse the information you gather from your visitors, you can offer a better experience for everyone. Use offers and deals to your advantage, but be mindful not to bombard customers too frequently.

5. 94% of companies say personalization is critical to their success

Source: [Econsultancy/Monetate]

Amidst marketers, there’s no question personalization is important for success. Still, so many brands aren’t taking advantage of it. Now more than ever is your chance to take the lead, even if you’re only taking small steps.

6. 74% of consumers get frustrated when they receive or see content that has nothing to do with their interests

Source: [Janrain and Harris Interactive]

Some marketers claim they don’t want to irritate the customer by using too much of their data. While this is a valid concern, statistics show that you’re angering them even more if you continue delivering irrelevant messaging. Target your outreach, but don’t go overboard. Sprinkle in a healthy balance of personalized messaging and more generalized offers.

7. 54% of retailers that used automated product recommendations increased their average order value year over year

Source: [Forrester Research/]

Who says personalization has to be manual? Get your hands on a platform that allows you to deliver automated recommendations based on user behavior. Not only will this decrease your time spent on email, but it will also increase purchasing.

8. Adding personalization experience to shopping could lift sales by 7.8%

Source: [O2 – The Rise of Me-Tail]

There’s no need to spend countless hours or dollars on a marketing campaign or sale when simple personalization could give you a noticeable lift.

9. 80% of marketers define dynamic personalization in emails as highly important

Source: [Adobe and DMA]

Most marketers agree that personalizing your email tracks is key. Invest in an email tool that allows for segmentation and put in the time and effort to target your customers at a more individualized level – even if you can only manage a few different nurture tracks. Some personalization is always better than none at all.

10. Personalized promotional emails see transaction rates and revenue per email more than 6x higher than messages of the non-personalized variety

Source: [Experian]

Not all promotional emails are treated equally. Just because you have a great deal, consumers are almost numb to discounts and percent-off emails. In addition to offering a discount, be sure you’re also personalizing the products you’re sending. For example, send a dedicated email with similar items to each customers’ latest purchase.

11. 77% of consumers are likely to make additional purchases if an option that matches their preferences is presented to them in a personalized email from a merchant or retailer

Source: [Listrak]

As I said in #10, leveraging a customer’s latest purchase is one of the quickest ways to making them a repeat buyer. Once they hit checkout, you have valuable information about what that customer’s interests are so use it!

12. 45% of online shoppers are more likely to shop on a site that offers personalized recommendations

Source: [Invesp]

Take on a more unified approach to personalization by delivering personalized products not just through email but across your site as well.

13. 59% of online shoppers believe that it’s easier to find more interesting products on personalized online retail stores

Source: [Invesp]

Your job as a retailer is to make the customer’s job in finding what they’re looking for easier. By using the data you have, you’re also boosting your customer service and what’s better than that?

What Are You Waiting For?

It’s easy to be overwhelmed by all of the ways you can market to your customers. That said, these numbers and stats prove consumers expect and appreciate personalization. So, for your next campaign, take the right steps to segment, target and build a stronger connection with your audience.

How are you personalizing your email marketing? Share your efforts in the comments below.

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5 Better Things To Do Than Another Daily Newsletter


[Photo credit: Death to the Stock]

There’s a ton to figure out when it comes to running your own online store.

There’s fulfillment, shipping, sourcing inventory, support questions… maybe even coordinating with manufacturers and creating a product of your own.

On top of all of this, you have think strategically about your email marketing program and actually sell things.

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