Guide to Running a Multinational Business

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Overview

 

As your company grows, so will your customer base. As a result, the more customers you have, the more likely your audience will include individuals from different countries. In this guide, you will learn how to update your account to support all of your customers, both domestic and international.

Location Information

There are three ways that Klaviyo obtains your customers' locations:

  1. Via Billing Address
    If your customer makes a purchase, we take note of their address through that transaction.
  2. By IP Geolocation
    If a profile hasn't purchased, their location and timezone are determined by their IP geolocation.
  3. Through a Manual Update
    You can update any location-related properties for one or more Klaviyo profiles by importing this location data or using the API. You will need to reference the relevant "special" property name used by Klaviyo such as city, region, country, and so on. For more information on properties, head to our Guide to Profile Properties.

For reference, here is an example of how location and timezone appear on a profile page in your Klaviyo account. As you can see, the location of this customer is listed as properties under Contact.

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From there you can create a segment for different regions or countries to use to target your campaigns, flows, forms, and social media ads. To learn more about segmenting by location, head to our article on creating a location-based segment.

Alternatively, if you ask customers for their language preferences in a form, you will be able to make a segment that uses that profile property, as shown here.

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Managing Multiple Accounts

 

Klaviyo works best in a 1:1 sync with your ecommerce integration. So, if you host more than one online store, you will likely have multiple Klaviyo accounts. It is thereby important to understand how to set this up under one main email address and password so that you can easily toggle between accounts.

If you are a Magento 2.x store owner, you have the option to sync these stores in one Klaviyo account. For more information, head to our article on Supporting Multiple Magento Stores (for Magento 2.x).

Create Multiple Accounts with One Email Address

To create multiple accounts with the same email, navigate to klaviyo.com and click Sign Up. When you fill out your account information in the signup form, make sure to use the same email address and password for all of your accounts, but input a different company name to reflect the difference in your stores.

Let's say you do business in both the US and the UK. Because both stores likely have separate ecommerce sites, customers, products, and deals, it's best that you create a separate Klaviyo account for each store as well. If your primary store in the US is called The Book Exchanger, you may choose to title the UK store The Book Exchanger UK.

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Then, when using your accounts, you will be able to seamlessly transition between them by clicking the drop-down in the upper right-hand corner of your screen.

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It is important to always be aware of what account you are in before making any changes, just in case you have navigated into the wrong one by accident. When you log in with your email and password, you will be automatically logged in to the last account you were using.

For Shopify multi-account users, be careful when updating your Klaviyo integrations while signed into Shopify. Moreover, when updating your Shopify account, make sure that the Klaviyo account you are in is the same as the Shopify store and vice versa to avoid any unintentional data syncs.

Share Content Between Accounts

You will likely want to copy some of your flows and campaign templates between accounts. If you have a flow in a US account that you want a clone of in your UK account, you can easily transport that between the two destinations.

Navigate to your Flows tab and click the Edit Flow dropdown arrow next to the flow you want to copy. Select Clone.

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A modal will appear prompting you to select two options: the Destination account and the Trigger.

The destination account will allow you to choose which account this clone will appear in and this is where you select your UK account. As for the trigger, Klaviyo will attempt to auto-match the initial trigger to the corresponding trigger in the UK account, but you can also configure this manually with the associated dropdown.

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For more information on running multiple Klaviyo accounts as well as answers to frequently asked questions on the subject, head to our article on Multi-Account User Privileges.

Note that each Klaviyo account will have its own subscription plan. Additionally, Klaviyo supports varying permissions for users with the same email address within separate accounts. For example, you could have Admin rights in one account, but be a Campaign Coordinator in another.

For more information on what these different roles entail, check out our article on User Management and Privileges.

Update Your Messaging Strategy

 

Now that you know how Klaviyo tracks location, let’s discuss what you can do with that information. To become a robust multi-national brand, you must adjust your focus to ensure that all of your customers are able to receive your content in a way that makes sense for them.

There are three ways you can update your flows and campaigns to be more inclusive of your international customers:

  • Edit the language of your email content
  • Show or hide dynamic blocks based on someone’s location
  • Send your emails at a time that makes sense for a customer’s local timezone

Edit the Language of Your Emails

Klaviyo does not automatically translate email content (or SMS content) into different languages when you send a campaign to customers from various countries. Instead, you can configure email templates in a variety of languages that are supported in Klaviyo. When you do so, you will be able to customize and translate all email content and in-email tags (such as unsubscribe links, manage preferences, and so on).

You can then have different translated templates ready to go out to different audiences based on language. Two segments to target with this new content are: location-based segments and language segments.

For information on editing subscribe pages and email confirmations, head to Edit Form Language below.

Location-based Segment

You can segment your customer base by location using the location information that Klaviyo stores in each profile. Location is saved in the form of properties (e.g., Country, City, Region, and so on). Say you wanted to target all of your customers in Italy, your segment would include Properties about someone where Country equals Italy.

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Language Segment

Alternatively, you could also create a custom property for language, and collect information through forms or messaging that informs you of your customers' preferred language. Using this information, you can target Italian speakers directly with a segment with the following condition: Properties about someone > Language > equals > Italian.

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Show or Hide Text Blocks based on Language Properties

You can show or hide a text block based on language as well. First, add content to the individual block of your email template, using whatever language you want within the block.

Then set that block to only show to profiles who speak the specific language you inputted. You do that by clicking into the block and navigating to the question mark(?) in the block editor. Toggle on the setting that says it will only appear to individuals based on a Profile Property.

In the box below, type in person.[Property Name] and click Save.

This property could either be set to someone’s country or language preference depending on what information you collect and host in your account. For example, if you collect a Language property from subscribers and are targeting Spanish speaking customers, set this to person.Language == "Spanish".

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For instructions on how to edit the content of automated email confirmations for subscribers, head to the section on how to Edit Additional Form Content.

Show or Hide Dynamic Blocks by Location

You can also edit what images and logos appear to recipients by showing or hiding dynamic blocks. Say you are targeting customers in Canada with something specific to that country. You could have an image block appear only to people whose Country equals Canada.

Again, select the question mark (?) in the image block editor and target individuals based on a Profile Property. In the box below, type in person.Country == "Canada". Thus, this block will only appear to recipients who live in Canada.

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Note that, the space between the left-hand and right-hand side of the operator is necessary syntax for the expression to evaluate correctly: person.Country[space]==[space]"Canada".

Logical operators for showing and hiding dynamic blocks are listed below:

  • Show block if property equals A: person.Country == "A"
  • Show block if property doesn't equal A: person.Country != "A"
  • Show block if property isn't set: not person.Country
  • Show block if property doesn't equal A or B: person.Country != "A" and person.Country != "B"
  • Show block if property is set: person.Country

For more information, check out our article on Using the Show/Hide Block Feature to Personalize Your Emails.

Send Messages at a Customer’s Local Time

Something else to consider when sending content via email to customers around the world is to do so in their local timezones. Sending only in your local timezone means that email subscribers will likely receive your content at early or late hours of the day. This can be bothersome and lead to low open rates. Luckily, Klaviyo allows you to accommodate for timezones when you schedule a campaign or flow.

Campaigns

For a campaign, when you schedule the day and time that your email goes out, enable the option from the dropdown to send your campaign to each recipient based on their timezone.

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If Klaviyo does not have a recipient's timezone information stored, we'll send the campaign based on the timezone you select at the account level.

However, if the scheduled send time in the recipient's timezone has passed, you can choose one of two options: to send the campaign immediately, or wait to send it until the scheduled time the following day.

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You cannot send according to timezone if you're A/B testing the campaign or want recipients to be determined at send time.

There is also the option of Smart Send Time which will take into account your customers' timezones and send an exploratory send over 24 hours. Klaviyo’s data science model finds the optimal time to maximize open and click rates. Head to our article on Getting Started with Smart Send Time for more information.

Flows

Flow emails can also be sent at a person’s local time after they enter the flow or qualify for subsequent messaging. When you add a time delay before a message, click into that delay and adjust the settings to the exact time in a person’s local timezone that you want it to send.

In the example below, this flow email will go out two weeks after the previous message at 10 am in a recipient's local timezone.

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Updating Currency Information

 

Another key aspect of running a multi-national business is accurately reflecting currencies. By default, all values in your account will originally appear in US dollars. However, you can change this at any time if your business uses another currency, so that the values and symbols are accurately reflected across your account and in customer-facing content.

Two areas of Klaviyo where you can customize currency are the following:

  • Dashboards and Reports
  • Email Templates

Dashboards and Reports

To update how currency will appear in your Dashboards and Reports, reach out to our Customer Support team. They will be able to set the appropriate currency in your account.

Email Templates

Dynamic Content in templates will automatically populate in the currency you set across your account. However, you can adjust currency information on a template-by-template basis. If you wish to update your email templates to reflect a specific currency, you can do so manually.

First, navigate to a template you wish to update. Click into the Styles section of this template. Look for the dropdown associated with Currency under Data Format. Select the currency of your choice. Whatever currency you choose will override the default currency set in your account.

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Note that this currency change only affects this specific template. If you want other templates to appear with this currency or another currency, then you must go in and edit each template accordingly.

Updating templates in this way proves particularly useful when you want to target a location-based segment with campaigns that reflect the customers’ local currency. For example, if you are an American ecommerce brand expanding to the UK, you may want to target a London base, as found in the segment below.

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Create a campaign using the template that you adjusted to British pounds. When you create the campaign, select your London segment as your recipients.

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Then, when you move on to the next step of selecting content, select Choose Template and choose the template you just edited.

In doing so you will have successfully updated your content to reflect accurate currencies. Your customer base will surely appreciate this attention to detail and your ability to accommodate their specific needs, making this information more accessible to all of your customers.

Edit Form Language

 

If you are using Klaviyo signup forms, you may want to edit them to only appear when a customer is from a specific location. Moreover, you will want to edit the form’s message to reflect the audience’s native language.

After crafting your form, head to the Behaviors tab. Under Targeting, choose to target by location so that only those in specific regions or countries will see this form. You can choose multiple countries or regions in this dropdown as well.

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Alternatively, if you have collected language preferences with custom properties, you can create a segment of subscribers who have stated their desired language and target that segment with this form.

For example, if you have a segment of English speakers that you want to target with this content, your segment will look something like this: 

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In the Form Builder, head to the Behaviors tab. In this case, target by visitor. Select show to visitors in certain lists or segments and select the audience you want to see this form. You can choose multiple segments or lists to include.

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Edit Additional Form Content

You may also want to change the text that appears at different stages of the subscriber process to reflect a viewer's native language; for example, the double opt-in email they receive after opting into email marketing via your form.

To adjust this text, navigate to the list that your form is linked to, for example, a Spanish-speaking Newsletter list. Click Subscribe & Preferences Pages.

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Here, you can edit the style and design of your forms, as well as see several pages associated with this list's subscription process. If you click on any of these pages, you will be able to adjust most of the text to another language of your choosing. This will make the experience more personal and accessible to citizens of countries outside of your own who may not speak your first language.

To change the language of the default, uneditable text, navigate to the Settings tab of the associated list. Here, you can select a different default language from the dropdown. Once you have selected the proper language, click Update List Settings to save your changes.

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For more information, including the various languages we support, head to Translate List Pages to Different Languages.

Maintaining Compliance

 

Something vital to consider if you host a multinational business is to remain compliant to local laws and regulations around marketing to customers. For example, in the European Union there is GDPR, and in California there is CCPA.

GDPR stands for the General Data Protection Regulation, and it went into effect in May of 2018. It protects the privacy of all EU citizens by imposing regulations around personal data, including when those citizens engage with businesses outside of the EU.

For more in-depth information, head to our article on Best Practices for Complying with Data Privacy Laws.

Collect Consent with a Form

One way of collecting marketing consent is through a Klaviyo form. It is crucial to make sure that your form includes any and all appropriate language to gain consent. Be sure to look up any laws and regulations of the areas around the world where your customers are located to adhere to international policies.

For example, when you create a form targeting EU customers for GDPR consent, create a form from scratch and select Enable Data Protection Fields. This will ensure that the default form template includes GDPR compliant language.

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After customizing and adding any relevant content to your form, target your EU customers by creating an EU segment, which will likely look something like this.

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Head back into your form builder and into the Behaviors tab. Under Targeting, set your form to only appear to those in your EU segment.

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Similarly, you will want to adjust your non-transactional flows to remain compliant as well. Some non-transactional flows include: winback, upsell, cross-sell, product review, and browse abandonment flows.

To make non-transactional flows compliant, add a filter to only include those who have given email consent or are not in the EU to remain compliant in your automated email sends. Add a filter that these individuals are not within the EU OR they have consented to email marketing. This will filter out anyone who you should not be emailing from your flow.

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You could also consider suppressing any EU customers who have not consented to your communication channels as well. Create a segment of those who have not consented to email and are within the EU.

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Similar to GDPR is CCPA. CCPA stands for California Consumer Privacy Act. It's a law that went into effect in January 2020, and governs how businesses handle personal information of California residents. Again, follow precautions as outlined around GDPR to account for this law.

For more information on CCPA and GDPR head to our article on How to Handle GDPR and CCPA Requests. Also check out our page on Frequently Asked Questions About the CCPA.

Optimizing Tags

 

Tags are useful tools within Klaviyo to maximize efficiency and account organization. They allow you to label your campaigns, flows, lists, and segments so that you can easily search for and store related content in one area. Tags can also be sorted into tag groups that are particularly helpful when you create content for audiences across countries. For example, you may tag a campaign with "Canada," while the tag group it falls under is "Country."

To do so, navigate to the Tags tab in Klaviyo. Click Create Tag Group at the top of the page.

Tag Groups are especially helpful if you have a surplus of different tags that you want to organize into categories. After you select this option, create a tag group entitled Country.

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You will then be prompted to create tags to put into this group. For example, you can add the tag Canada.

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You can only create new tags to be applied to tag groups here, so if you already have existing ungrouped tags, you cannot categorize these retroactively.

Next, when creating a campaign around a sale in Canada that will only go out to your Canadian customers, you will have the option to add a tag. For example, you can add the tag Canada. If that option did not yet exist in your account, you will have the option to create a new tag with that name.

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Then, when you search for your campaign, you can select a tag next to the search bar and all campaigns with that tag will appear.

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You can also navigate back to the Tags section of your Klaviyo account to see the number of campaigns, lists, segments, and flows associated with that tag.

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Here, that Canada sale campaign is grouped under the Canada tag. Continue adding tags as you gain customers from different countries and create content geared specifically to those groups of people. You can apply multiple tags to your campaigns, flows, lists, and segments so that they will be sorted into multiple groups rather than just one.

For more information on how to tag and group your content, head to our documentation on Tags in Klaviyo.

Adjusting Dates and Timestamps

 

When you run an ecommerce business that sells to consumers around the world, customers might format dates differently than you do and/or how Klaviyo requires dates to be formatted. Likewise, when you import dates from an Excel or Google Spreadsheet, these systems may reformat dates according to their default settings. In the following example, you will learn how to successfully reformat dates and upload them into Klaviyo.

Let’s say you have an Excel file with birthdates in all different formats. If you plug in “March 1, 1983,” Excel may automatically alter this to “1-Mar”.

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To make dates consistent across a group of cells in a format you want, highlight the cells you want to reformat, and press Control 1.

A Format Cells popup will appear. Select Number from the main tab (if it is not already selected), and under Category, select Date. Under Type, choose your desired date format. Keep in mind that you will want to choose a date and timestamp format that is supported within Klaviyo. For example, you could select 2012-03-14 since it is a supported date format in Klaviyo.

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If you are unsure of what dates and timestamp formats Klaviyo supports head to the article on How to Format Timestamps and Dates in CSV Files.

You can likewise change dates to reflect your native date format or locale. For example, if you are in the UK, you may want to change the US date formatting (which lists month before date) to UK formatting (listing day before month).

To do so, select English (United Kingdom) from the dropdown under Language (location).

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Once you have chosen a date format and location, Excel will reformat each selected cell to reflect this change.

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Check that this is the case, then select File > Save, and save your spreadsheet as a CSV file.

In Klaviyo, navigate to the list where this profile information will be added. Select Manage List > Import Contacts.

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Upload your CSV into Klaviyo. You could choose to select your file directly or to copy and paste this information. Finally, map all of your CSV information to the correct Klaviyo fields. Under Type, select Date for your date properties. Complete the upload.

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Note that if these customers already exist in your account, when you upload your CSV to your list, new profiles will not be added. Instead, their profiles will be updated to reflect the changes you make when you map fields in Klaviyo. This will avoid duplicating customer information and cluttering your account.

For more information on editing spreadsheets and adjusting date formatting by location, head to our article on how to format dates for CSV files.

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