An email campaign is a one-time send to a pre-established target group of contacts — think regular newsletters, sale announcements, or promotional sends. An individual campaign can be created and sent immediately, or a campaign can be prepared and then scheduled to send at a later time.
In this article, we cover the basics of email campaigns.
Before you start sending, do the following things:
- Create a target list or dynamic segment of who you want to target
- Spend time creating a series of base templates that you can leverage for all future campaigns — this can be a big time saver (think a base Newsletter template set with your logo, colors, header, footer, and preferred layout)
Campaign vs. Flow
In Klaviyo lingo, it is important to distinguish between flows and campaigns.
Send to a target list that you build in advance
Send one or more automated messages, curated based on certain triggers and filters
Manually created and scheduled
Triggered every time a certain behavior occurs
Example: monthly emails for a newsletter list, or a flash sale announcement sent to existing customers via text
Example: automated welcome email or SMS that sends to new subscribers immediately after they sign up
Building a New Email Campaign
Klaviyo’s campaign wizard guides you through the steps for creating your campaign. First, navigate to the Campaigns tab and click Create Campaign. Then choose Email.
The wizard takes you through the following three screens:
- Name & Recipients
- Message Content
- Review & Send
Choosing the Campaign Name and Recipients
The first screen of the wizard covers the basic settings of your campaign, who you send to, and details about how you send.
- Name your campaign and add a tag if you would like.
- Choose an existing list or segment to target. For example, you may want to send a campaign to your main list or you may want to send a campaign to a list with all customers that have two or more purchases.
- If you want to send to multiple lists/segments, select which lists/segments you would like to include or exclude. Learn more about Klaviyo's multi-list sending feature.
- Make note of the expected recipient count — this estimate removes duplicate profiles, excluded profiles, and suppressions.
- Enable or disable smart sending.
- Enable or disable Google Analytics tracking.
Creating the Email Content
The second screen in the wizard is where you build your email template. Create a new template or choose a template from the template library.
- Double-check the From, Reply-To Email, and Subject lines. The first two are populated based on your organization's information. You can also add a different Reply-To email address if you would like responses to go to a different inbox (for example, if you want your Klaviyo email to come from a personal email but responses to go to a support inbox).
- Select how you would like to create campaign content:
- Rich HTML / Drag and Drop
Our email editor automatically optimizes your email for mobile and makes it easy to create complex email layouts.
- Text Based / Simple
If you'd like to send a text-only email, this is the option you're looking for. This is a good choice for sending an email that looks like it came directly from you rather than your organization.
- Use Template from Library
If you've already created your own base template, newsletter template, or snack template, start with this option. You can also choose a template from the Klaviyo template library.
- HTML Editor
If you have your own HTML email template you're importing, or you want to code an HTML template from scratch, this is the option to choose.
Schedule and Send Your Campaign
The third and final screen of the wizard allows you to review, schedule, and send your campaign. At this step in the wizard, you can choose to add a variation to your email to AB test your campaign.
First, click Review & Send Campaign.
Next, review all sections and click Schedule or Send.
Next, schedule or send your campaign.
Select when you would like to send your campaign and it will be queued and sent within a few minutes after the time you set. You can either send immediately or send at a later date and time.
When you schedule a campaign email, Klaviyo begins to add in the recipients, determining who to include based on any excluded lists, Smart Sending, etc. For campaigns targeting hundreds or thousands of recipients, this process can take several minutes during high-volume sending periods. This is done at the time of scheduling so that your campaigns are ready to send at your desired send time. If you need to schedule your campaign at a different time and do not wish to wait to reschedule, you can always cancel and clone your campaign to change the sending time.
Determine Recipients at Send Time
The option to determine recipients at send time does the following: Klaviyo will take a new snapshot of your target list or segment right before the scheduled campaign sends. This ensures that everyone who is added/removed from the list or segment between the scheduling and send time correctly receives or does not receive the email. Note that this option is only available for email campaigns.
To determine recipients at send time, select a time and timezone when you would like your email to send. If there are no locations set for a profile, it will take the account's timezone. Next, check the box to determine recipients at send time.
Deliver Message According to Recipients' Timezones
If enabled, this option will send your email campaign to each recipient based on their timezone. If Klaviyo is not sure of a recipient's timezone, campaign will send based on the timezone you select at the account level. If the scheduled send time has already passed in a recipient's timezone, you can choose one of two options: either send the campaign to those recipients immediately or wait until the scheduled time on the following day to send to those recipients. If you choose to send immediately, you cannot change the send time after you schedule the campaign. Also, note that you cannot send according to timezone if you're A/B testing the campaign.
When you choose to send based on each recipient's timezone, you cannot also determine recipients at send time.
If you would like to split your email send into smaller batches and send over a length of time, you can use batch sending. This can be useful if you are worried that the email might drive a huge influx of traffic to your website that you're unprepared to handle. You cannot use batch sending if you're A/B testing the campaign.
To do this, select the Gradual send over several hours option and edit the campaign sending as you see fit. When you're done, select Schedule.
Smart Send Time
Smart Send Time allows you to put your business data to work and find the optimal time to email your customers to maximize open and click rates using a model developed by our data science team. Head to our article on Getting Started with Smart Send Time for more information.
Example Email Campaigns
- New or featured
Highlight curated products that are new or in-season, or feature what's new with your company or organization.
Your business or organization is one of many out there. Explaining what makes it unique, and featuring the people "behind the brand," can build brand loyalty and community by helping your subscribers feel more connected to what you do and who you are.
- Highlight interesting content
Provide a short lead into a recent blog post, or another piece of content you’ve created, and send subscribers a link to read more. Developing your company's voice as a relevant go-to source for new and interesting content in your industry is a great way to keep subscribers and customers coming back for more.
Announce a special promotion or sale your business is offering. Even better if it's exclusive to email subscribers — creating a sense or urgency and exclusivity drives action.
Learn more about campaigns by reading the recommendations below.
- Create and Schedule an SMS or MMS campaign
- Cancel a Scheduled/Sending Campaign
- Review Campaign Analytics
- A/B Testing a Campaign