Why It Was Chosen
The business needed more than basic email campaigns. The goal was to use customer behavior, purchase history, and site activity to drive repeat revenue and retention. Klaviyo was chosen because it connects directly to eCommerce platforms and allows event-based automation instead of static list sends.
How It Was Implemented
Klaviyo was connected to the eCommerce platform to sync customer profiles, orders, and on-site behavior. Core lifecycle flows were built first, followed by campaign support for promotions and announcements.
Primary flows implemented:
- Welcome series
- Abandoned checkout
- Abandoned browse
- Post-purchase follow up
- Customer re-engagement
Segmentation was based on purchase history, engagement, and timing rather than broad lists.
What Worked Well
- Strong behavioral segmentation tied directly to customer actions
- Automated flows created consistent baseline revenue
- Email performance was easy to attribute to revenue
- Lifecycle messaging reduced reliance on manual campaigns
What Did Not Work
- Attribution can be overstated if not viewed critically
- Easy to over-email without strict flow governance
- Pricing increases quickly as the list grows
- Requires ongoing cleanup to avoid redundant messaging
Outcome and Impact
Email shifted from one-off campaigns to a structured lifecycle channel. Automated flows handled repeatable communication, while campaigns became more intentional. The system supported retention and repeat purchases without increasing manual effort.
Would I Use It Again?
Yes, for eCommerce businesses with steady traffic and order volume. For low-volume or infrequent purchase models, the cost and complexity may outweigh the benefit.