Feeling the Q4 Holiday pressure? Looking for painless ways to accelerate growth and close out the year strong? Create experiences worthy of your customers’ dollars. With more than 20,000 customers, we’ve observed key marketing strategies practiced by top brands today. Here are six specific automations you can use to personalize your marketing communications during the holiday season and all-year-long. Explore how to: -Enrich your customer profiles with customer preference data -Use that data to create limitless segmented experiences over email, mobile, and web -Deliver the personalization your customers are demanding

1. 6 Sophisticated Marketing Experiences
Top Brands Swear By

2. 1: Embrace Progressive
Profiling via Quiz Data

3. Let’s say you’re a jewelry
brand that wants to send VIP
customers a personalized,
birthday bangle.

4. You could send customers a quiz
asking for their birthday and
engraving preference, and then
use that data to personalize their
birthday experience.

5. Sending a Personalized Birthday Countdown

6. Maybe you’re a cosmetics
company that wants to use
quiz data to personalize the
promo first-time buyers
receive.

7. Using Quiz Data to Convert Visitors into Customers
Quiz Tools

8. 2. Offer Tiered Discount
Experiences

9. Let’s continue with our
cosmetics brand example.
Next mission:
● Avoid offering discounts
unnecessarily
● Tailor email content
based on customer
behavior

10. Creating Segments to Offer Tiered Discounts to
Segment 1: Browsed Fewer Than 3 Times and Never Purchased
Discount: 20% off

11. Creating Segments to Offer Tiered Discounts to
Segment 2: Browsed 3 or More Times and Never Purchased
Discount: 15%

12. Creating Segments to Offer Tiered Discounts to
Segment 3: Purchased More Than 180 Days Ago and Haven't Bought Since
Discount: 10%

13. Creating Segments to Offer Tiered Discounts to
Segment 4: Purchased in the Last 180 Days
Discount: None—they’ll likely buy at full price

14. Building Tiered Signup Forms
15% discount
for Segment 2

15. Including Discounts in Your Welcome Series
To support tiered discounts, create
three separate coupon codes—each
with different percentages off.

16. Configuring Your Tiered Discount Welcome Series
Conditional splits based on same
logic we used to build segments

17. 3. Align Social Remarketing
to Customer Email
Behavior

18. Imagine you offer snack bars
and you want your social ads
to show different content for
three core segments.

19. 1. Recently subscribed but
has not yet purchased
2. Bought snack in savory
category, but not sweet
3. Customer abandons cart,
receives abandoned cart
email but doesn’t buy

20. Creating Segments to Sync to Facebook/IG Audiences
Step 1:
Build the segment

21. Creating Segments to Sync to Facebook/IG Audiences
Step 2:
Sync to Facebook

22. Creating Segments to Sync to Facebook/IG Audiences
Step 3:
Create your ads
Bite into Our New Bacon Burger Bar
Bite into a Bar

23. 4. Upsell with
Interest-Specific
Website Experiences

24. Maybe you’re an arts & crafts
brand that celebrates ‘90s
TV shows.
Let’s say a customer buys a
set of stickers from your
Fresh Prince collection, and
you want them to buy the
complementary coloring
book next.

25. You can tag them as a Fresh
Prince fan, and then
configure Fresh Prince-
themed forms to display
when these customers shop
online.
That way, not everybody has
to see a dancing Carlton.

26. Creating Interest-Specific Profile Properties
Step 1:
Tag the customer profile

27. Capturing Interest-Specific Segments
Step 2:
Group like customers

28. Enabling Personalized Forms Online
Step 3:
Trigger unique forms for
this segment

29. 5. Resend promos without
damaging sender reputation

30. You sell cozy home
furnishings and have just
released your new holiday
line but your initial promo
email didn’t drive enough
sales.

31. You want to re-send the
campaign. Rather than
blasting the same list again,
however, you only send to
an engaged segment.
And now, you test your
send time.

32. Building an Engaged Re-Send Segment

33. Enabling Smart Send Time

34. 6. Increase revenue through
deeper marketing analytics

35. Key Marketing
Performance Metric
Revenue Per Recipient (RPR) =
Revenue from Campaign or Flow
# Recipients in that Campaign or Flow
Find RPR on your dashboards, or calculate
it from your campaign reporting.

36. RPR for Campaigns and Flows - Visible within Klaviyo

37. Comparing RPR by Email Type

38. Establishing RPR forecasts helps you plan your
campaign calendar, and leverage discounts or
other incentives more deliberately.

39. Key Marketing
Performance Metric
Expected Email Revenue =
(Engaged Send List Size) x (Number of Emails Being Sent) x (RPR)

40. Performance Analysis
Let’s say your email campaign RPR is about $0.27. If you then send 4 campaigns to
20,000 subscribers, what is your expected email revenue?
Expected Email Revenue =
(20,000) x (4) x (0.27)
$21,600

41. Performance Analysis
Or if your goal is to make $30,000 in email revenue this month, you can use the same
formula to figure out how many email campaigns to send.
Needed # of Campaign Sends =
30,000
20,000 x (0.27)
= ~6

42. Performance Benchmarks—Abandoned Cart Series
Assume $5M-20M in Annual Revenue
The top 25% of
businesses in this
bracket that have a
$44–$83 AOV make
at least $2.88 for
each abandoned cart
email they send.

43. Performance Benchmarks—Email Campaign Sends
Assume $5M-20M in Annual Revenue
For a business with
$83–$112 AOV, the
median campaign
performance is an
RPR of $0.30.
Top performers
make $0.64—more
than 2X that of the
middle of the pack,
and almost 5X that
of the lowest-
performing group.

44. Improving RPR
● RPR is influenced by your conversion rate and order size
● Knowing this, you can experiment with these two levers
○ EX: Does a 10% discount create a >10% rise in
conversion rate?
● Analyze RPR by campaign (or campaign variation) to help
you better understand what your audience responds to
● Then, you can start to improve your RPR to hit revenue
targets

45. Own your growth.