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3 Klaviyo features your not using for your DTC brand

Klaviyo is a powerful retention marketing automation tool that many direct-to-consumer (DTC) brands use to drive growth and strengthen their strategy.

However, a large number of DTC brands are not aware of the most powerful features Klaviyo has to offer. In this article, we will discuss three Klaviyo features that you may not be using, but definitely should be.

Klaviyo Product Feeds

Klaviyo’s Product Feeds feature allows you to automatically embed personalised product recommendations into your emails based on a user’s purchase history, site behaviour, and engagement. This can be a great way to increase customer lifetime value and average order value as you can be confident you’re showing the right products to the right audience.

Klaviyo Product Feeds

There are several benefits to making your emails more personal for your customers. Not only will this improve the customer experience, but it can also boost conversion rates by providing recommendations that better match their interests. In addition, you’ll gain a greater understanding of which items are being shown to each customer and why. We employed personalisation for the Frobishers email marketing strategy to help improve not only open and engagement rates, but retention rates too.

A/B Testing

Klaviyo’s A/B testing feature is a great way to optimise your communications and ensure that you’re always sending the best possible message to your subscribers. A/B testing allows you to send different versions of your email or SMS message to a small subset of your list and then compare the results to see which version performed better. This is a great way to fine-tune your messaging and make sure that you’re always getting the most out of your retention strategy.

A/B testing - Klaviyo

What should you be testing?

  • Personalise the subject line and/or preview text of your email to test open rates.
  • Test different creative to analyse what design improves click rates.
  • Vary your main call-to-action (CTA) to analyse the response from your subscribers.

But not all in one go. Testing in this way negates your ability to make intelligent insights, and thus decisions moving forward. Make sure you test incrementally so you can fairly test between the two samples. For example, A/B testing subject lines and or preview texts while keeping the same email content will give you an indication of which titles improved open rates.

Unique coupon codes for Shopify

If you’re using Klaviyo to drive traffic back to your Shopify store, then you should definitely take advantage of the unique coupon codes feature. This feature allows you to create unique, one-time-use coupons that can be included in your email or SMS messages.

Using a static discount code potentially leaves you vulnerable to browser extensions (e.g. Honey, a coupon scraping tool) and with this, people exploit your codes. These coupons can be used to encourage email subscribers to make a purchase, or to give them a discount on their next purchase.

Unique coupon codes for Shopify

So there you have it, 3 Klaviyo features you can integrate into your DTC strategy and increase channel performance! We deployed these features and more in our work with sustainable seafood brand Rockfish. As a result of our optimised welcome flows, we improved open rates from 35% to 72% by creating personalised journeys for each potential signup entrance.

If you’re stuck on how to execute a comprehensive retention strategy, let’s have a chat. Consulting on retention strategies is one of our specialisms and we’re here to help!

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