Getting Started with Klaviyo

read
Last updated at:

1. Getting Started Guide: The Klaviyo Basics

Welcome to Klaviyo! We’re so excited to have you here. Klaviyo strives to help businesses like yours create better, personalized, and more memorable customer experiences. After all, we believe that lasting customer relationships are built on great experiences that feel like one-on-one conversations. We’re here to help you start creating those conversations. This guide will provide tailored resources and steps to get you quickly acquainted with your account and to success faster.

What You Will Accomplish

  1. Set up your Klaviyo account
  2. Connect your ecommerce store
  3. Create an email campaign
  4. Get your customer lists set up and ready to send to
  5. Design your first signup forms
  6. Build your first welcome series and abandoned cart flows

Things to Know Before You Start

When you first get setup in Klaviyo you will be prompted to walk through the setup wizard in your account. The first few steps of this guide will mimic this initial setup inside your account and provide more information. 

Additionally, the resources below are meant to help you efficiently and effectively get set up with Klaviyo. Along the way, you will encounter additional resources and links to other materials. We encourage you to explore these additional assets as you progress in your Klaviyo journey and for more advanced use cases or help.

We will also stop to ask you “Journey Check” questions and suggest the next steps that best apply to your particular needs. We may also suggest areas to further consider or review before you proceed ahead. Feel free to explore all sections as you find them useful. We also have many other resources available through our full Help Center, Klaviyo Academy, the Klaviyo Community, on-demand strategy sessions, and live training sessions.

2. Connect Your Ecommerce Store

Klaviyo provides you the ability to seamlessly integrate with many ecommerce platforms. Once connected, you can leverage granular data about your customers to tailor your marketing. It’s important to set up your store integration correctly and to your specific needs. You will also have the ability to set up your ecommerce store when you first log into Klaviyo. 

Below is a list of the ecommerce and third-party integrations that Klaviyo supports, as well as the main steps, their order of setup, and the corresponding guides for each step. 

Big Commerce

1. General Setup 2. Add Web Tracking 3. Add Viewed Product Tracking

Magento 1

1. General Setup (includes Web Tracking setup automatically)

Magento 2

1. General Setup (includes Web Tracking setup automatically)

Mi9

1. General Setup 2. Contact Mi9 to Install the Klaviyo Plugin

OpenCart

1. General Setup 2. Monitor the Sync 3. Add Web Tracking

PrestaShop

1. General Setup 2. Add Web Tracking

Salesforce Commerce Cloud

1. General Setup 2. Enable OCAPI Integration

Shopify

1. General Setup 2. Viewed Product

Shift4Shop

1. General Setup 2. Monitor the Sync 3. Add Web Tracking

Spree

1. General Setup 2. Monitor the Sync 3. Add Web Tracking

Volusion

1. General Setup 2. Disable Email to Web Tracking 3. Add Web Tracking 4. Monitor the Sync

WooCommerce

1. General Setup 2. Enable Integration in Klaviyo 3. Update Your Integration Settings in Klaviyo


Third-Party Integrations

Klaviyo also offers the ability to integrate with other third-party applications outside of ecommerce platforms, such as other email sending platforms (ESPs) and customer relationship management (CRMs).
General Guide
Search the Full Integrations Directory


Additional Resources:
Ecommerce Integrations Knowledge Center
Configure Your Default Account Settings

 Journey Check

Before you proceed ahead, we want to ensure you’re on the right path

Are you working with an internal team that needs Klaviyo access?

If you answered yes, let’s proceed to Step 3
If you answered no, let’s proceed to Step 4

3. Invite Your Team

Click on the upper right hand corner of your Klaviyo account to expose the dropdown and click on the first item list as Account

If you have team members who need access to your account, we suggest adding them up front. That way, they can help with initial buildout and setup.

Owners and Account Admins can add new users to their Klaviyo account and set their roles. To add a new user to your account, click into the account dropdown in the upper right of your screen and select Account.

Then, select Settings > Users > Add New User. From here, add your user’s info and Permission Level. Klaviyo has robust user roles with different account permissions and access, as well as their potential restrictions inside the platform. 

After you’re done adding the user’s info, simply click Add User.


Additional Resources:
How to Transfer Account Ownership
How to Change Your Email or Password

 Journey Check

Are you coming from another email sending platform or service provider?

If you answered yes, let’s proceed to Step 4
If you answered no, let’s proceed to Step 5

Note if you are also coming from another SMS provider as well, we encourage you to explore our SMS migration guide to learn how to bring in your contacts. Additionally, if you are looking to get your SMS capabilities setup immediately, follow our Getting Started with SMS and MMS guide.

4. Transfer Your Data and Assets from Your Former Email Service Provider

If you are coming from another email platform with existing collateral, subscribers, and data, we want to ensure everything is properly migrated over. This way, you will not have to potentially do any double work inside Klaviyo. 

Note: Klaviyo should fully replace any other email platform you might use. While we do offer integrations with other ESPs, these steps are meant for migration use only.

Here are specific guides on how to walk through integrating with Klaviyo:

Important Considerations for Any Migration

Note that many of these steps will be covered in later sections of this guide in more detail.

Swap out embedded simple signup forms

If you used signup forms built using your previous marketing solution, replace them with Klaviyo embed forms. If you use your ecommerce platform's native forms, they may sync directly to Klaviyo, depending on which platform you use. Switching all existing signup forms embedded on your site to Klaviyo forms ensures that these individuals now get added to your newsletter list in Klaviyo.

More information about signup form setup can be found in Step 6.

Redirect integrated subscriber forms
If you're using any third-party form tools (e.g., Wufoo, Privy, or Facebook Lead Ads), adjust these so they point to Klaviyo.

More information about signup form setup can be found in Step 6.
Import open and click data

Bringing over your open and click data from your prior provider can be helpful when setting up engaged segments and ensuring your sender reputation is not affected. Many providers offer the ability to sync existing lists over to Klaviyo.

More information on deliverability and segments can be found in Step 7.

Import current bounces and unsubscribes

If you’re using a built-in Klaviyo integration to migrate over from your former ESP, you're all set; if not, you will need to ensure any lists of bounces/unsubscribes are uploaded directly to your suppression list in Klaviyo.

More information on deliverability and segments can be found in Step 7.

Migrate current autoresponders (flows)
Migrate any existing autoresponders from your previous provider and create them as the Klaviyo equivalent as Flows.

More information on setting up flows can be found in Step 10.
Migrate saved email templates
If you are interested in transferring existing newsletter email templates from your former ESP to Klaviyo, you can follow our guide on importing a custom HTML template
Ensure all existing subscribers are added to Klaviyo

If you're using Mailchimp, Campaign Monitor, Constant Contact, or Salesforce Marketing Cloud, use Klaviyo’s built-in integration to sync your existing lists by navigating to the Integrations tab, clicking All Integrations, filtering Category = Email, and then choosing your ESP from the list.

If you're using an ESP that we don't integrate with or have an existing subscriber list in a CSV or Excel file, you can easily import your subscribers into Klaviyo.

 

List Best Practices

We always recommend that you do not purchase lists of subscribers as these will not be individuals expecting to hear from you and it could negatively impact your sender reputation.

 Journey Check

Is your suppression list and main subscriber list already set up?

If you answered yes, let’s proceed to Step 6

5. Create Your Email Lists

It’s important to add your main list and suppression list (people that you cannot send to) to your account, so that you’re ready to send without inadvertently reaching out to someone who unsubscribed in the past. Moreover, setting up these lists helps to ensure your sender reputation won’t be damaged and you’re only interacting with those who are engaged with your brand.

Get Your Lists Ready

  1. Create the Main Newsletter List
    In addition to getting your lists uploaded to your Klaviyo account, you can also take this time to set up the various ways that subscribers can signup for communications from your brand’s website.
  2. Upload Suppressed Profiles (opt-outs)
    Before you are able to send from Klaviyo, you must upload any historical unsubscribes / opt-outs to avoid accidentally emailing these profiles and potentially severely damaging your sender reputation. If you used a prebuilt integration, this step may already be complete.

6. Design Forms to Collect Subscribers

In addition to uploading your lists to your Klaviyo account, this is the time to set up the various ways that subscribers can sign up for and consent to receive communications from your brand’s website.

You can easily create and style popup, flyout, and embedded forms inside your Klaviyo account that can then be published on your website.

Create Your First Form

To begin building a signup form to collect email (or SMS subscribers if your account is already SMS compliant), navigate to the Signup Forms tab. Click Get Started to open the prebuilt Klaviyo form. This form comes preset with your branding and colors, and you can customize the text, fonts, and colors.

Select a List and Review Display Settings

Select a list under About this form. This is the list that subscribers will be added to when they fill out your signup form. 

To adjust any of these settings, scroll down to the bottom of the left-hand menu and click Open In Editor. You’ll then have access to the full Signup Form editor, and can adjust the display settings in the Behaviors tab. 

Show to non-Klaviyo profiles

This form will appear to visitors who are not known to Klaviyo.

Shown after 5 seconds
This form will appear once the visitor stays on a page for 5 seconds
Shown on all pages of your site
This form will appear on the first page a customer lands on, provided they stay on the page for at least 5 seconds
Visible on desktop and mobile
This form will appear on all device types

 

Customize Your Form’s Content

In the Content section, adjust the language in the form to match your branding. The Header, Body, and Button text will appear to potential subscribers, and the Success message will appear to those who complete the form. You can also optionally add your logo with the Logo toggle.

Style Your Form

In the Style section, you can customize the font and colors used in your form. If you’d like additional customization options (including the ability to add images), scroll down and click Open In Editor for full editor access

Display Options: Popup vs. Flyout

Under Display Options, choose whether you’d like your form to appear as a popup or flyout. 

A popup will appear on the center of the page, covering other elements of your site, so a visitor must either fill out the form or dismiss it. Popups tend to have higher conversion rates than other form types. 

A flyout is less intrusive, and will fly out from the bottom-right corner of the screen. The flyout will not inhibit the visitor from continuing to navigate through your site. 

Publish Your Form

Once you’ve styled your form, click Publish Form. After you do so, the form will be live on your site.

 Journey Check

Do you currently have under 1,000 subscribers on your list?

Have you sent to these subscribers before?

If you answered no to any of these questions, proceed to Step 7
If you answered a combination of yes and no to these questions, let’s proceed to Step 7
If you answered yes to all of these questions, skip to Step 8

7. Set Up Your Account to Ensure You’re a Reputable Sender

Email deliverability is when an email is successfully delivered to your recipient's inbox (including tabbed inboxes, such as Google’s Promotions tab). An email is unsuccessfully delivered when it ends up in the spam folder or is blocked from reaching the inbox entirely. Many emails that are continuously delivered to spam folder can negatively affect your overall sender reputation over time.

If you’re just starting out with Klaviyo, it’s critical to warm your sending infrastructure, regardless of whether you’re on a shared or dedicated infrastructure. Setting up your infrastructure will help inbox providers to recognize you as a “good” sender and kicks off the process of building a positive sender reputation.

Note that if you do not wish to have your email address display as "via klaviyomail.com" message beside your sender email address (i.e. from address), then you should consider setting up a dedicated sending domain

Below are the key items that you should complete in order to ensure your sending infrastructure is set up for success. We will discuss each of these in more detail in later steps of this guide.

  1. Migrating engagement data from your previous ESP (covered in Step 4 and the applicable ESP guide above)
  2. Turn on high-engagement flows (e.g. welcome series, abandoned cart, and browse abandonment) and letting them run for at least 3–7 days (we will cover this in more detail in Step 10
  3. Begin sending campaigns to engaged segments (we will cover this more in Step 9)
  4. Monitor your performance (we will cover this more in Step 11)

Understanding Engaged Segments

Unlike traditional subscriber lists, segments are groups of contacts defined by a set of conditions. Lists are static, meaning they grow as people subscribe or are manually added. Segments, on the other hand, are dynamic, so they grow as people meet the segments' conditions and shrink as people no longer meet them.

Thus, creating and sending to engaged segments is crucial when using a new email marketing platform. As we have already mentioned, starting on a new ESP means you must build your reputation from scratch.

The segments we’ll create here are based on customer engagement with your messages (opening or clicking). This is why it’s important to include engagement data for profiles migrated from a previous ESP. If you build your list from zero with Klaviyo, we still recommend using these segments at the start, and any new profiles will be added.

If you already created or migrated these segments over from your prior ESP, double check your segments against the definitions below. 

30-Day Engaged Segment

  • Someone is in or not in a list
    • Is in Main List
  • AND What someone has done (or not done)
    • Someone has opened email at least once in the last 30days
  • OR What someone has done (or not done)
    • Someone has clicked email at least once in the last 30 days
  • OR What someone has done (or not done)
    • Someone is in your Main List and was added in the last 15 days
  • AND If someone is or is not suppressed for email
    • Person is not suppressed

The first condition ensures that you only include profiles in your main list. Without this condition, your segment can pull in profiles from anywhere within your account, even if they never opted in to receive marketing. 

The second condition is connected by an AND connector, since we want a profile to meet both the first and second conditions. It states that someone has opened an email at least once in the last 30 days.

The following two conditions use OR connectors. In order to be included in this segment, the profile must meet the first condition and either the second, third, or fourth condition. In this case, they must have either opened an email in the last 30 days, clicked an email in the last 30 days, or joined the list in the last 15 days.

Lastly, to get an accurate count of emailable profiles, add the condition that someone is not suppressed for email with the AND connector.

Note that with the release of iOS15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple will change the way that we receive open rate data on your emails, causing inflated open rates. If your campaign analytics show a large number of iOS openers or you suspect you have a high iOS audience, we suggest adjusting your definition of engagement to include other metrics like clicks, purchases, or site activity. For more information, visit iOS 15: How to Prepare for Apple’s Changes.

It's important to remember that even though you may be focused on getting started and sending campaigns immediately, it’s imperative that you are conservative during this 30-day warming period. Your goal is to strive for as high of engagement as possible.

For subsequent sends, and as long as your open rates are above 20%, you can create a similar segment and relax the engagement criteria to 60 or 90 days after your first 30-days of sending.

60-Day Engaged Segment

  • Someone is in or not in a list
    • Is in Main List
  • AND What someone has done (or not done)
    • Someone has opened email at least once in the last 60days
  • OR What someone has done (or not done)
    • Someone has clicked email at least once in the last 60 days
  • OR What someone has done (or not done)
    • Someone is in your Main List and was added in the last 30 days
  • AND If someone is or is not suppressed for email
    • Person is not suppressed

90-Day Engaged Segment

  • Someone is in or not in a list
    • Is in Main List
  • AND What someone has done (or not done)
    • Someone has opened email at least once in the last 90days
  • OR What someone has done (or not done)
    • Someone has clicked email at least once in the last 90 days
  • OR What someone has done (or not done)
    •  Someone is in your Main List and was added in the last 45 days
  • AND If someone is or is not suppressed for email
    • Person is not suppressed

Continue with this strategy for a couple of weeks, and then further relax your engagement criteria to 120 or 180 days if you continue to see strong engagement. 

Create Your First Segment

Navigate to the Lists & Segments tab in your account and click Create List / Segment in the upper right corner. Next, click the Segment option on the creation page.

You will then be taken to the segment builder where you can add engagement conditions to build out a segment definition. We highly recommend following the exact schedule of engagement noted in prior the section.

Inside the segment modal where you can name, add tags, and add a definition to your segment

Once you are satisfied with the engagement definition you create, click Create Segment.

Depending on the size of your segment, it may take a while to populate. If you're planning on sending a campaign to a segment, please allow time for your segment to populate before scheduling an email.



Additional Resources:
How Segments Update
AND vs. OR Guide

8. Design Your Email Campaign

Now that you have an understanding of your setting up your segment definitions it’s time to begin building your first email campaign. It’s important to send your first email campaigns to encourage opens and clicks and to continue to slowly build your sender reputation.

With this in mind, when creating your campaign, consider your message and audience. Campaigns are a great way to share time-sensitive information like sales, events, business updates, and education content to encourage subscribers to interact with your campaigns.

Klaviyo makes it easy to create your own emails from scratch or use prebuilt templates in our email template editor. You can easily upload and add your assets to your campaign, as well as drag and drop our different content blocks to fit your needs.

To start, you’ll need an idea of what types of email design you want to send out and jot down the types of email templates you’ll need. Some common templates are:

  • Newsletter
  • Welcome series email (usually set up in flows)
  • Product teaser
  • Product release
  • Sale announcement

Once you’ve gathered your inspiration and know the types of templates you’ll need, you can start building them out in Klaviyo. Click Create Campaign in the upper right of the Campaigns tab.

Choose a Campaign Name and Subscriber List

When you first click into the campaign, you need to:

  1. Name your campaign.
  2. Choose your engaged segment in the Send to field of the Recipients section. Note: you can add multiple lists/segments and also remove certain lists/segments that you do not want to send to.
  3. Make note of the expected recipient count — this estimate removes duplicate profiles, excluded profiles, and suppressions.
  4. Enable or disable smart sending. Smart Sending allows you to limit the number of emails or text messages someone can receive from you in a given period of time. This is a good way to prevent your subscribers from receiving too many messages at once and potentially marking you as spam.
  5. Enable or disable UTM tracking. When creating a campaign or flow, you can have Klaviyo automatically add UTM tracking parameters to links so that you can see the results in Google Analytics.

Build Out Your Template

Since this is your first send, we recommend that you choose a themed, prebuilt template for your first campaign, as it will take the guesswork out of creating an email from scratch. To start, head to the Themed tab in your email templates. Choose the template that most aligns with your needs. 

Inside the Klaviyo email templates section in the themed gallery tab, you can choose from different styles of prebuilt email template

Once you have chosen your template, name it something memorable (e.g., spring newsletter template), and select Create Template

Elements of the Editor

Template Styles

The Styles tab on the main navigation bar has several styling options that apply to your entire template. This is where you can set the look and feel for your email. If you've gone through the setup wizard, this area should already be customized to your brand.

Block Styles

When you click on a specific block, a new navigation menu will appear on the left-hand side for Block Styles. Here, you can edit a range of styling options pertaining to that particular block including borders, colors, padding, and margins.

Create Saved Blocks for Common Email Elements

Because your header, social links, and footer will generally be the same in all emails, create saved blocks for them if you haven’t already. Add your block to Saved Blocks and name it.

An example of an email template block that you can save by clicking on the left hand menu and on the start icon

Email Design Best Practices

  • For your header, your logo should be around 150 to 300 pixels wide and include no more than four links to your site.
  • For your social links, only include the social media links from sites where you’re the most active. Additionally, for emails with a specific goal, like an abandoned cart email, consider leaving out your social links.
  • For your subject lines, try to use content that is impactful, intriguing, and relevant to your subscribers. We also suggest using no more than 10 words or 60 characters total so that you subject line will fit on most devices without getting truncated.
  • For your preview text, we suggest using this real estate much like your subject line to invite or intrigue your subscribers. Additionally, preview text can be often be used in a thought-provoking way or play off the subject line itself.
  • Lastly, make sure that you have included the following somewhere in your email:
    • An unsubscribe link (this is not optional, you need this to be compliant as a sender)
    • A manage preferences link
    • Your company’s name and contact information in the footer to meet sending and deliverability best practices. If you’re using a pre-built Klaviyo template, your footer will be pre-populated into the email.


Additional Resources:

Overview of the Email Template Editor
How to Use Images in Emails
Email Template Knowledge Center

9. Send Your Campaign

The third and final screen allows you to review, schedule, and send your campaign. At this step, you can choose to add a variation to your email to A/B test your campaign to test different subject lines and content with your subscribers. Again, our goal with these first sends from our account is to help solidify our sender reputation, so A/B testing may help you see what is working and not working with your subscribers.

The last screen that appears before you send an email with a list of items that you need to get a checkmark on and meet before you can safely sendHowever, if you don’t want to do an A/B test, click Review & Send Campaign to proceed ahead. Next, review all sections and make sure everything has a green checkmark.

If everything has a green checkmark, click Schedule or Send.

You can also choose to use Smart Send Time at this step. Smart Send Time uses your sender data to find the optimal time for you to email your customers, maximizing open and click rates as well as helping you to better understand your customers.

If Klaviyo is not sure of a recipient's timezone, your campaign will send based on the timezone you select at your 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.

When you choose to send based on each recipient's timezone, you cannot also determine recipients at send time, meaning that no new recipients will be added to the campaign after you click Schedule.

If everything has a green checkmark, either click Schedule or Send depending on if you chose to use the Smart Send Time feature.


Additional Resources:
How to Cancel a Scheduled/Sending Campaign
Guide to A/B Testing

10. Using Automated Flows for Email

Flows (or you may know them previously as autoresponders or drip campaigns) are powerful, automated tools in Klaviyo to engage and personalize experiences with your customers. A flow is an automated sequence that is set in motion by a specific trigger and then includes one or more steps. Flows can help you easily grow your business and build strong customer loyalty.

All flows have a trigger that sets the flow in motion. The trigger can be when someone: 

  • joins a list (list-triggered)
  • qualifies for a segment (segment-triggered)
  • performs an action (metric-triggered)
  • has a date on their profile (date property-triggered
  • viewed or started checkout with an item that has since dropped in price (price drop-triggered). (Note that price drop flows are only available for certain integrations)

There are five core flows that we recommend you set up when you get started, and we recommend setting them up in order below. These flows will also help to promote engagement with your subscribers and continue your goal to being a reputable sender.

  1. A welcome series flow to introduce subscribers to your brand and convert them into first-time customers.
  2. An abandoned cart flow to convert would-be customers; this flow is customizable based on items in someone's cart and whether they're already a customer.
  3. A browse abandoned flow to convert would-be customers; this flow is based on a customer who visited a particular product page but did not start or complete their checkout.
  4. A post-purchase flow to show appreciation for customers and let them know about related products they might be interested in.
  5. A winback flow for customers who purchase but then don't come back to buy again, customizable based on the products they've purchased and how many purchases they've made.

Flow Filters

Additionally, flow filters allow you to further target a flow or message to a specific group. There are three types of filters:

  • Flow Filters: Limit a flow based on previous behavior (e.g., purchase history) or properties in their profile. Flow filters are checked when someone first enter a flow and before every action (e.g., before each email sends).
  • Trigger Filters: Limit a flow based on information about the event that triggered the flow (e.g, the ordered product for a flow triggered by Placed Order). Trigger filters are only available for metric and price drop-triggered flows, and they are checked when someone first enters a flow.
  • Additional Filters:  Works the same as a flow filter, but only applied to a single action.


Additional Resources:
TroubleShooting a Flow
Automating the Customer Journey with Flows

11. Analyze and Monitor Your Performance

Klaviyo offers a full suite of reporting tools to help you understand how your email campaigns are doing after you've sent them. Analyzing your sends, especially after the key warming periods, will be crucial to your overall sender reputation and success with your customers.

Through our native reporting tools, you can leverage a wide variety of data points to measure performance, figure out what is and isn’t working, and discover opportunities for improvement.

Note that only Owners, Admins, Managers, and Analysts in Klaviyo have access to reporting tools. 

The following reports and data will be helpful to look at as you are getting setup with Klaviyo. As you send more campaigns, we suggest looking into our more advanced reporting capabilities and setting up your own custom reports to fit your needs.

How to Evaluate Your Email Deliverability

There are a lot of numbers in your Klaviyo account, so you might be wondering what good deliverability looks like. When we advise customers on deliverability we look at the following ranges for key email metrics:

analyze_performance.jpg

We suggest that you actively monitor these ranges based on the last three campaigns you have sent. If the averages fall in the yellow or red ranges, you should take action.

How to Monitor Key Deliverability Metrics with Campaign Reporting

Campaign Trends Report

You can use the following key metrics to evaluate your deliverability performance and help you take the appropriate actions. These can be found by navigating to your Campaign Trend Report. This is your main report where you can monitor opens, clicks, bounces, and spam.

  • Unique Open Rates: the number of individuals opening your email divided by the number of recipients (as opposed to total opens, which measure the total number of times an email was opened)
  • Bounce Rate: the number of bounced addresses divided by the total number of recipients
  • Unsubscribe Rate: the number of recipients who unsubscribe divided by the total number of recipients — this is measured on a per campaign basis, or you can view the list growth report for a particular list

Campaign Performance Reporting

The Campaign Performance Overview Report provides insight into how individual campaign sends perform so you can easily monitor deliverability and conversion metrics. There are a few tabs with this report including: an overview of the performance of the email, recipient or link activity, conversions, advanced reports, or live performance.

Performance Overview Landing Page
Click into a specific sent campaign to see the overall Performance Overview page. The graph at the top of the page shows hourly engagement for the first 48 hours after your campaign was sent. You can toggle on/off the different metrics that populate this graph, choosing from delivered, opened, clicked, and then a conversion metric of your choice. These metrics will be especially key to ensure you are on the right path to making sure you are a safe sender, your subscribers are getting your emails, and they are engaging with them.

The conversion metric you see here can also be adjusted. To change the conversion metric in this view, just click on the metric itself and you will see a change menu pop up.

For your selected conversion metric, you'll see the count of unique profiles who converted (e.g., placed an order). It will not show the total number of conversions. 

On the Klaviyo Campaign Analytics page, you will be presented with open, click, placed order, unsubscribed, and spam complaint metrics in a chart and list

Recipient Activity Report
The Recipient Activity tab contains data about how each recipient has engaged with your campaign. Recipient activity data can be exported by clicking Export CSV.

Clicked into the Recipient Activity tab inside the Campaingn Performance Report

Link Activity Report
The Link Activity tab contains analytics for the links tracked in your campaign email or SMS.

Clicked into the Link Activity tab inside the Campaingn Performance Report

Klaviyo tracks who has clicked a link in the email/SMS, how many times they've clicked, and how many times the links have been clicked overall. However, this visual map is not available with A/B testing.

For email campaigns, there is a list of the top 25 links in each campaign, including the unique and total clicks. You can toggle between a table view and a visual view of the clicks in the campaign.

Review Conversion Activity and Advanced Reporting
The Conversion Activity tab allows you to filter your revenue conversions by product name, SKU, or by collection. The filtered view will then display the number of conversions as well as the total conversion value. This tab is helpful if you're curious about how your revenue conversions break down across your product catalog.

Clicked into the Conversion Activity tab inside the Campaingn Performance Report

Klaviyo's Advanced Reports tab features three main sections and is only available for email campaigns.

The advanced analytics you find here can be very useful as you refine your overall email marketing strategy:

Performance by Email Domain

The domain of an email address is what comes after the @ (i.e., "yourname@domain.com"); if you are noticing general email deliverability issues, this advanced report can help you determine if these issues can be isolated to a specific email domain.

Performance by Email Client
Here, you can gain insight into how your recipients are consuming your email — we report the percentage of emails viewed on desktop vs. mobile, as well as provide a detailed breakdown of performance for each desktop and mobile client; if your audience is mainly viewing your email on mobile, optimizing your templates for mobile viewing should become a priority.
Performance by Country
This section can help you better understand your contact base; paying attention to the performance breakdown by country can help you optimize send times and messaging for your primary audience.

 

You can export the analytics for each of these sections as well. The resulting CSV file will show all of the metrics visible in this page.

Campaigns List View Page

Navigate to your account's  Campaigns tab and you'll see a list of all the campaigns you've created and sent.

Inside the Campaign tab you will see a listing below of every email you have sent, and it’s open, click rate, and place order rates

For sent campaigns, open and click rates are accessible right on this landing page. The far-right column also displays data around an adjustable conversion metric (e.g., Placed Order) which you can update by clicking the icon to the right and selecting a new metric of your choice.

How to Monitor Key Deliverability Metrics With Benchmarks

Another way to monitor your email deliverability performance is to analyze your deliverability-specific benchmarks. Klaviyo’s benchmarking tool allows you to evaluate and compare your data in relation to industry trends and peer groups (i.e. companies similar to your own). Use this tool to take note of how your deliverability performance relates to others and where you can improve.

Inside the benchmarks tool with ratings for Excellent Excellent, Good, Poor, and Fair, as performance indicators.

You should strive to have a status of Excellent or Good for each performance indicator. If your status is Poor or Fair, make efforts to improve your benchmarking performance immediately.  

Spam Issues

Spam complaint rates are calculated by dividing the number of spam complaints about a particular email by the total number of recipients. Spam rates are another metric that you want to actively monitor, especially in the early stages of your setup with Klaviyo. You will want to understand if there is an issue with your sender reputation in real time.

If you have a high spam rate, there are two key steps you can take:

  1. Conduct spam tests: services like Litmus will help you check whether or not an email is ending up in the spam folder by using a series of standard filters and testing with the average inbox for Gmail, Yahoo, AOL, etc.
  2. Identify problematic lists and/or email addresses: if you think emails sent to certain lists are going to the spam folder and that these lists might be the source of your issue, test your theory. A "problem list" could originate from a competition you ran, an event you held where you collected emails, or a list you haven't emailed recently. If you think a specific domain is the culprit (e.g., Gmail can often be more restrictive), we recommend using our segment builder to explore and validate (or invalidate) your concerns.


Additional Resources:
Getting Started with Reporting
How to Monitor Email Deliverability Performance 
Guide to Benchmarks in Klaviyo

12. Looking Ahead: Beyond the First Month With Klaviyo

As we noted in the guide above, your initial Klaviyo setup should be heavily focused on strengthening your sending infrastructure and reputation. However, as you look beyond your first month with Klaviyo, we encourage you to explore the additional ways that you can continue to create impactful customer experiences.

You can do this by setting up SMS or MMS campaigns once you’ve received consent from your subscribers. As well as adding SMS or MMS messages to your flows and sign-up forms if you haven't already.

And you can further refine and personalize your communications by setting up advanced segmentation across your subscribers.

Additionally, you can continue to monitor and build your success by creating custom analytics dashboards and custom reports.

You can continue to explore our other resources available through our full Help Center, Klaviyo Academy, the Klaviyo Community, on-demand strategy sessions, and live training sessions.

x
Was this article helpful?
19 out of 27 found this helpful