Email marketing is constantly changing, and Klaviyo offers many powerful features that often go unnoticed. Below are several features that could make a real difference in your email marketing results. I believe these are underlooked and utilising these can provide a good amount of gains if done correctly. Lets start with them.
1. Smart Send Time Results
What is it?
Smart Send Time uses AI to determine when your subscribers are most likely to open and engage with your emails. It tests different send times over a 24‑hour period and learns from the results.
Key Use Cases:
- Better Global Reach: Automatically sends emails at the optimal time for each time zone.
- Finding Peak Times: Discovers when your specific audience is most likely to engage.
- Seasonal Adjustments: Adapts to changing customer behaviors throughout the year.
- Schedule Improvement: Enhances your existing email schedule.
Why Use It?
Instead of guessing, Smart Send Time pinpoints when your audience is active—provided you have at least 12,000 active profiles to generate meaningful data.
Maximizing Its Potential:
- Run multiple test campaigns to build robust data.
- Analyze both open rates and sales numbers.
- Use findings to shape your overall email strategy.
- Regularly review results to ensure continued effectiveness.
[Read more about Smart Send Time on Klaviyo's documentation →]
2. Low Inventory Flow Trigger
What is it?
Automatically alerts customers when products they’re interested in are running low on stock. This feature works with platforms such as Shopify, BigCommerce, and Wix.
Key Use Cases:
- Smart Cart Recovery: Notify customers when cart items are nearly sold out.
- VIP Alerts: Provide early warnings to your best customers about low stock.
- Natural Urgency: Create real urgency based on actual stock levels.
- Stock Updates: Keep customers informed about product availability.
Why Use It?
Transform low stock situations into sales opportunities while ensuring customers have the chance to purchase products before they run out. For example you can setup the flow at variant level as well for only specific variants that get sold out fast to alert customers proactively.
Maximizing Its Potential:
- Set alerts based on typical product sell-through rates.
- Craft tailored messages for different product categories.
- Avoid overwhelming customers with excessive alerts.
- Track performance and adjust alerts as needed.
Example
[Read more about Low Inventory Flows on Klaviyo's documentation →]
3. Internal Alerts
What is it?
Internal Alerts notify your team about significant customer actions or milestones, bridging the gap between automated emails and personal service.
Key Use Cases:
- VIP Tracking: Monitor important customer actions.
- Customer Service: Receive alerts about negative feedback promptly.
- Sales Opportunities: Inform sales teams about hot leads.
- Special Orders: Track orders that require extra attention.
Why Use It?
Internal Alerts ensure that automation doesn’t come at the expense of personal touch, allowing your team to intervene at critical moments. For example you can set up an internal alert for your customer support team if a customer places a big order.
Maximizing Its Potential:
- Include essential details in each alert.
- Establish various alert levels according to importance.
- Integrate alerts into your team’s regular workflow.
- Regularly review and adjust alert settings.
[Read more about Internal Alerts on Klaviyo's documentation →]
4. Webhooks
What is it?
Webhooks allow your marketing tools to communicate automatically by sending real-time updates from Klaviyo.
Key Use Cases:
- Data Syncing: Keep your CRM and other tools updated.
- Loyalty Programs: Automatically update customer rewards.
- Customer Service: Provide support teams with up-to-date information.
- Better Analytics: Share data across multiple platforms for comprehensive insights.
Why Use It?
Webhooks can be used to enhance the existing capability of the trigger. For example, you can collect the data from triggers and attach it globally to use them in campaigns.
Maximizing Its Potential:
- Plan your integrations carefully.
- Implement error-checking protocols.
- Begin with simple connections and expand over time.
- Thoroughly test integrations before full implementation.
[Read more about Webhooks on Klaviyo's documentation →]
5. Predictive Analytics
What is it?
Predictive Analytics uses AI to forecast customer behavior, allowing you to spot trends and act proactively.
Key Use Cases:
- Prevent Customer Loss: Identify customers likely to churn.
- Find Future VIPs: Spot potentially valuable customers early.
- Smart Stock Planning: Better predict inventory needs.
- Personal Marketing: Tailor messages based on predicted future actions.
Why Use It?
By anticipating customer behavior, you can shift from a reactive approach to proactive, data-driven decision-making. For example you can set up a predictive flow to handle the winbacks and 2nd purchase message targeting and let AI handle it. You can use the predictive date to offset the time that ai thinks for 2nd purchase and then send a winback message if a customer goes way above it.
Maximizing Its Potential:
- Segment customers based on predictions.
- Develop targeted strategies for different customer groups.
- Regularly verify the accuracy of predictions.
- Integrate insights to refine your overall marketing strategy.
[Read more about Predictive Analytics on Klaviyo's documentation →]
6. Smart Popup Time Test
What is it?
This feature uses AI to determine the optimal moment to display signup forms, testing various timings to boost conversion rates.
Key Use Cases:
- Better Conversion: Present forms when visitors are most likely to sign up.
- Reduced Bounce Rates: Avoid premature popups that drive visitors away.
- Mobile Optimization: Adjust timing for different devices.
- Seasonal Adjustment: Adapt popup timings based on visitor behavior trends.
Why Use It?
Finding the perfect moment to engage visitors ensures higher conversion rates without annoying potential customers. The biggest mistake most marketers make is to assume things. For some brands aggressive timing works while for others it doesn't. It’s a good practice to use this feature to actually test it and find out what works.
Maximizing Its Potential:
- Experiment with different timing rules.
- Monitor both signup and bounce rates.
- Tailor tests to different pages and visitor segments.
- Continuously test to sustain effectiveness.
[Read more about Smart Popup Time Test on Klaviyo's documentation →]
7. Meta Ads Integration
What is it?
Meta Ads Integration bridges your Klaviyo data with Facebook and Instagram advertising, allowing for better-targeted ads and cross-channel tracking.
Key Use Cases:
- Custom Audiences: Use email lists for targeted social ad campaigns.
- Lead Collection: Seamlessly add Facebook leads to Klaviyo.
- Lookalike Audiences: Identify new customers similar to your best ones.
- Cross-Channel Tracking: Analyze how email and social media work together.
Why Use It?
Integrating email and social marketing efforts leads to improved campaign performance and more cohesive customer insights. It’s really helpful in having lead funnel flows during sale events as some brands do run them. Also by syncing it you make sure you are giving more intelligence to meta on your existing customers.
Maximizing Its Potential:
- Sync top-performing segments between platforms.
- Create dedicated audiences for specific campaigns.
- Monitor performance across channels.
- Update audiences regularly for improved targeting.
[Read more about Meta Ads Integration on Klaviyo's documentation →]
8. Experiments Section: Test and Learn Systematically
What is it?
The Experiments Section is designed to help you run and track A/B tests across campaigns and flows, consolidating all test results in one location.
Key Use Cases:
- Campaign Testing: Compare multiple email versions.
- Flow Optimization: Test different customer journey pathways.
- Content Improvement: Identify messaging that resonates best.
- Timing Tests: Evaluate the effectiveness of various send times.
Why Use It?
This systematic approach to testing helps you continuously improve your marketing strategy with clear, data-driven insights. A big problem strategists face is tracking the a/b test results. The Experiments section solves that and you can see all your tests and report them quickly and improve on things.
Maximizing Its Potential:
- Run several tests simultaneously.
- Analyze results over an extended period.
- Employ diverse success metrics.
- Apply insights to optimize future campaigns.
[Read more about Experiments Section on Klaviyo's documentation →]
9. Global Holdout Groups: Measure Marketing Impact
What is it?
Global Holdout Groups allow you to measure the true effectiveness of your marketing efforts by excluding a portion of your audience from receiving campaigns.
Key Use Cases:
- Marketing Effectiveness: Evaluate the actual impact of your campaigns.
- Strategy Testing: Experiment with new marketing tactics.
- Budget Planning: Quantify the value of your marketing spend.
- Channel Impact: Assess how various channels perform in tandem.
Why Use It?
Holdout groups provide clear, unbiased proof of what’s working in your marketing strategy and if it's really effective or not. This is something worth testing if you have room for it. Can unlock massive insights and opportunities in the account.
Maximizing Its Potential:
- Choose the right group size.
- Ensure tests run long enough for statistical significance.
- Factor in seasonal variations.
- Monitor multiple performance metrics.
Image Courtesy: Klaviyo
[Read more about Global Holdout Groups on Klaviyo's documentation →]
10. List Update Actions: Automate Customer Journeys
What is it?
List Update Actions automatically move customers between lists based on their behaviors, ensuring they receive the most relevant communications.
Key Use Cases:
- Customer Segmentation: Automatically reassign customers to the appropriate lists.
- Journey Progress: Update customer status as they complete key actions.
- Preference Management: Organize customers by engagement levels.
- VIP Programs: Seamlessly adjust membership statuses.
Why Use It?
Automating list management saves time and reduces the risk of manual errors, keeping your customer data organized and effective. For example you can setup a flow to update a user list to be added to the VIP list if they cross a certain threshold of order levels.
Maximizing Its Potential:
- Develop a clear list structure.
- Define precise rules for list updates.
- Monitor changes and adjust as necessary.
- Maintain clean, organized lists.
[Read more about List Update Actions on Klaviyo's documentation →]
Final Thoughts
These features illustrate just how powerful Klaviyo can be when you leverage its full suite of tools. Rather than trying to implement every feature at once, start with the one that addresses your most pressing challenge. Use it and then expand your usage over time, ultimately building a stronger and more effective email marketing program.
further in depth reading
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