Top Features Of Klaviyo That Make It The Best Email Service Provider (ESP) For Ecommerce

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If you thought email marketing was as good as the tool used for it, it wouldn’t be totally wrong.

As an account manager at Hustler Marketing, I work with Klaviyo all day, so I know a thing or two about the platform. And today, I’m going to go over some of the best features of Klaviyo that make it one of the best Email Marketing Platforms for ecommerce. Klaviyo allows you to integrate your online store and create personalized marketing that goes directly to your subscribers. Online Stores such as Shopify, WooCommerce, Magento, and more can work with this tool to create strategies that will help you increase your List Volume, Engagement, Revenue, and more. 

Klaviyo comes with a plethora of intuitive features and tools to help your emails stand out in the crowded email marketing space,. Plus, it makes our lives as account managers in building, designing, and reporting on these campaigns much easier. So, let’s get right into them.


1. Klaviyo Templates: Both inbuilt and option to create your own

Klaviyo makes it so easy to use and create your own templates. You can either create one from scratch or use one of their themed ones. Change images, styles as wanted. The user-friendly system allows you to change your email images and styles as you wish.  With practice, you’ll be an expert email designer!

On the templates, you can add images, buttons, social links, text and you’ll get to edit every part of the email with your own style (fonts, colors, columns) Sky’s the limit lots of things can get done with this important feature.

One special block to add on your templates would be the products, dynamic block that allows you to add a product depending on the subscriber activity or maybe your own strategy: best sellers, collections, last seen products and more.


2. Add a product directly from your website


One amazing feature that helps Klaviyo score over other ESPs is the ability to simply integrate your ecommerce listings into the Klaviyo database. When you do a promotional campaign or a need to show a bunch of your products in a single email, simply choose the product and it auto populates along with details like title, description, and price. This eliminates the need to link the product, add an image, and copy-paste the title or description from the site.


3.  Schedule campaigns

You can Send or Schedule campaigns based on your Marketing Strategies. Send to a selected list or segment on their specific timezone, exclude suppressed emails, bounces, and more to improve your deliverability.

Here you can A/B Split test your emails to understand better your audience; if they prefer certain Subject/Banner/Button there are lots of options to A/B test and understand better your audience in order to keep perfecting your Campaigns and improve your KPIs.

4. List & Segments


Manage your existing lists, or create a new, with this feature. There are several ways to build your list: Create a Signup Form, Add a Subscribe page or Upload an existing list via copy-paste or uploading a CSV doc. So easy you won’t believe it!

Once you have created your list you’ll be able to segment it depending on their behavior such as: if they have opened an email, Purchased, Clicked on an email, Subscribed, Unsubscribed, and more. 

The importance of segmenting your audience is such that you can have a VIP segment for those who have bought before or an Unengaged one for those who don’t frequently open your emails, this way you can create different campaigns with different communication for each one.

5. SignUp Forms

The SignUp form feature will help you create an attractive pop up to show on your site and grow your Email List. Either Embed, Popup, or Flyout your signup form is the most important thing to do when starting to grow your lists.

On the Signup Forms section, you’ll be able to create a Signup form from scratch or using some of the default templates and adjusting it to your convenience. This tool is pretty similar to the Templates one where you are able to add blocks with images, text, input fields, and change styles as you wish.


Another interesting feature inside this tool is the A/B testing where you can try out asking the prospects for different data (email + mobile / email + First Name) and use the one that converts better.

If your store is integrated with Klaviyo you’ll be able to publish it right away, otherwise, the code snippet will help you integrate it to your site. It’s really easy and totally a must on your Email Marketing Strategy!


6. Set up automate Flows

Once the Signup Form is set up the next thing to do would be to send a Welcome Email with the promised offer or a “freebie”. And since you might be receiving various subscribers at a day the best thing to do would be to make a Flow in order to create automated emails that trigger when the user subscribes.


Klaviyo offers this amazing feature where you can create automated responses based on the user’s activity: if they opened the email, if they purchased, if they clicked on it, there are tons of options to play with and find out what works best for your store.

The basic flows and the ones we recommend when you start your Email Marketing Strategy would be: 

  • Welcome Flow: Triggers whenever someone subscribes to your Newsletter.
  • Post Purchase Flow: This one will help you Upsell to those who have just purchased any item on your store.
  • Browse Abandonment Flow: Setup this one for any subscriber that has been browsing your store to try to convince them to return.
  • Cart Abandonment Flow: to all those subscribers that forgot something in their carts. Try to use the dynamic blocks on Templates to show them the items they had added to cart.
  • Checkout Abandonment Flow: With this one you can offer a discount to convince the person that was about to purchase.

Check out this article by my colleague Raphael on the Top 5 Email Best Practices where he talks more about the flow set up.

These are some of the basic features that will help you get started with your Email Marketing Strategy on Klaviyo. Don’t be afraid to try it out and start building up and nurturing your list! 

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