Email marketers, e-commerce retailers, and DNVB (digitally native vertical brands) alike have been asking the question far and wide-- is Klaviyo really better than the fan favorite, Mailchimp? With American companies spending over $350 million dollars on email advertising this year alone, it’s obvious that being on the right platform for your marketing needs is more crucial than ever. After all, that’s how your customers like to be spoken to anyway. 73% of millenials prefer their communications from brands and businesses to come to their inboxes- and it’s the little things that make all of the difference in this massive channel.
So, why should you trust Klaviyo over Mailchimp to handle your needs? It seems like a cold, bitter, war between the two, with personal digs coming from both ends. It’s definitely not a coincidence that Klaviyo’s “Klaviyo vs Mailchimp” page is littered with bananas.
While Mailchimp is great for those whose email marketing goals are basic, Klaviyo is a personal favorite because of its robust features that are directly catered for e-commerce websites. Automated emails can be sent to your entire subscriber list using Klaviyo- everything from welcome emails, abandoned cart messages, thank you’s, and of course, sending out specific campaigns. From things like user-unique coupon codes, back in stock automation, better list segmentation, and advanced pop-up’s, Klaviyo is playground for e-commerce brands and marketers. The biggest sign it’s for retailers who take e-commerce seriously? It integrates with Shopify, which Mailchimp no longer does.
For those who are already on Klaviyo, here are some growth hacks that yield results. For those who aren’t, these are the crucial features and opportunities that you’re missing out on.
Klaviyo Growth Hacks for D2C Brands
1. Automatic email repurposing
Each email campaign or automation requires an incredible amount of resources. Picture the time that each component of an email requires- the copy, the creative, the visuals. Yet only about 18% of your subscriber list will open it. With Klaviyo, you can take advantage of your assets by automatically repurposing email creative with a different subject line, and then resending it to the subscribers who didn’t open it the first time. This “nudge” should be executed anywhere from 24-72 hours after the original email was sent.
Sending the same email just with a different subject line does two things:
- Improve or work a different angle of your original subject line that will resonate
- Avoids email “stacking”, where duplicate emails only show up once in the user’s inbox. Your subscribers will never know that you sent the same thing twice.
2. Polling and quizzing users using link tracking
With the ability to create special links that track what your subscribers are click in the emails you send them, email marketers can send more targeted campaigns and relevant content than ever. For example- if your online store sells women’s apparel, men’s apparel, and footwear, your emails can contain a header that resembles and contains links to act like a navigation bar, usually identical or similar to the one on your landing page. If one of your subscribers consistently clicks on the “women’s apparel” link, Klaviyo automatically assigns that user a tag in their profile.
Using these tags allow for more targeted campaigns to be sent, and more relevant content to be catered to each user. Similar to how Facebook and Google will use data and actions to show users targeted ads, Klaviyo allows you to do that with email. Naturally, purchase data would trump the actions taken on an email, but very often, the majority of your subscribers haven’t made a purchase yet. So, by gathering any kind of data, you can get them one step closer to buying.
3. “Back in Stock” actionables
If your products go out of stock often, automatic “notify me when back in stock” options are a great way to drive revenue and growth by increasing traffic to your website. With the “back in stock” functionalities, customers can enter their emails to be the first to know when the product that they’re interested in is available for purchase again. Not only is this a great way to gauge how much interest different products garner from your audience, but also ensures that the product in question will generate sales.
It’s all about finding the sweet spot, of course. It pays off to have products that people are really excited for (and are even willing to get on a waitlist for), since the traffic to your website can be diverted to other products, and you can grow your email list. However, if you leave it out of stock for too long, it’ll hurt sales, as people becoming uninterested.
If you’re already using Klaviyo, these are some essential steps for you e-commerce store to level up and take advantage of all of the merchant friendly features of the platform. If you’re not, this is what you’re missing out on-- the ability to generate sales and drive leads at every step, automatically.