Why is Klaviyo so popular for Shopify stores?




July 2023

Why is Klaviyo so popular for Shopify stores?

Whether you already are a Shopify merchant or are looking into migrating from another E-commerce platform, chances are you’ve been hearing more and more about Klaviyo. Here at Not Selling Liquid, we’ve noticed a common trend amongst merchants: many brands use Mailchimp in the first years to get their business up and running, and then migrate to Klaviyo once they start focusing on growth.

"What we see is that once brands have set a baseline for regular newsletter send-outs and want to start approaching e-mail marketing from a strategic perspective (focused on ROI), this is when the switch to Klaviyo takes place."

3 reasons why Klaviyo is so popular among Shopify merchants:

1. Deep integration with Shopify

Connecting both truly only takes a few minutes. Then you’ll be able to log the most important customer touch-points all under the same platform. Under each customer profile added to Klaviyo, you’ll see a timeline of all activities of that customer either in Klaviyo or in Shopify. By adding an additional web tracking snippet to your store’s backend, Klaviyo will even track what items were viewed by the customer on your Shopify store.

2. Segmentation

This deep integration with Shopify mentioned above unlocks the ability to start understanding your customer based and segmenting them into different groups. That way, stores can move away from sending the same weekly email to all their subscribers, to grow into creating different content for different groups of customers. Some segments that we often look into are:

  • Highly Engaged – have placed orders or clicked and opened emails in the last 30 days
  • Never Purchased – have been subscribed for a while, but never placed an order
  • Sale-only Shoppers – customers who are bargain hunters
  • Returned items and didn’t shop again
  • Only shopped from collection X – for example, customers who only shop your Basics line and are not interested in other collections

3. Automation

Automated flows are Klaviyo’s feature that has proven to bring the most amount of revenue from emails. If you’re not familiar with them yet, flows are automated sequences that are kick-started by a specific trigger which then unfolds into one or more steps, for example, the abandoned checkout flow. Brands that only send newsletters and then start targeting their subscribers and customers through flows, are usually impressed by how quickly those can become an important revenue stream.

In Klaviyo, you can use any data syncing into your account as a trigger. Here’s a use case where an automated flow is triggered by purchase data from Shopify: imagine a denim brand whose audience consists of men from 30 to 55 years old. Building on the idea of the ‘perfect jeans’ and of creating a ‘capsule closet’, the brand set up a flow that will be triggered 90 ideas after a customer placed an order of a blue pair of jeans, recommending the same pair of jeans in black and grey.

These are the top five flows that we recommend getting started with:

  • Abandoned Cart
  • Welcome Series
  • Back in Stock
  • Post-purchase product recommendations
  • Sunset flow (will suppress customers who haven’t engaged in over a year)

Top tip: if you know your webshop like the palm of your hand, it might have crossed your mind while reading this that the ‘Abandoned Cart’ is a free and easy to set-up feature in Shopify. The advantage of migrating it to Klaviyo is that you can then finally start A/B testing this as well! Aren’t you curious to know whether sending it out after 2 hours or 1 day will make a difference?

How to start using Klaviyo?

Klaviyo has an easy integration with Shopify that can get you up and running quickly. The email drag and drop editor is also very user friendly and, in our opinion, better to manage content across devices than what Mailchimp currently offers.

Since Klaviyo has a higher price point than many other popular tools, you want to make sure you’re using the platform at its fullest. If you’re not familiar with flows and automation yet, the learning curve for these features is a bit steeper.

Click here to access Klaviyo’s website for more information.

We can help

Here at Not Selling Liquid, we can help you by taking over the implementation and onboarding of your Klaviyo platform. If you’re already using it, we can help you by managing your flows, creating and implementing new automation strategies and for ongoing Klaviyo support. Get in touch with us here.