Email marketing campaigns
Send highly personalised emails with better data
What is an email marketing campaign?
An email marketing campaign is a coordinated series of targeted emails designed to engage customers, promote products or services, and build lasting relationships. Each campaign delivers relevant content to a specific audience with a clear goal in mind—whether it’s announcing a new product line, encouraging a repeat purchase, or nurturing customer loyalty.
With Klaviyo, you can craft compelling email campaigns that are personalised, automated, and optimised for conversion—all powered by the built-in customer data platform, Klaviyo Data Platform. This means every campaign can leverage rich customer insights (like purchase history or browsing behaviour) to deliver messages that truly resonate, driving stronger engagement and better results.
Why do email marketing campaigns matter?
Email marketing campaigns consistently rank among the highest-ROI marketing tactics, delivering nearly $1 per recipient for the top 10% of brands.
A well-crafted campaign can mean the difference between a one-time buyer and a loyal repeat customer. By sending timely, personalised content instead of generic mass emails, you build trust and keep your brand top of mind. Email campaigns help nurture those lasting relationships at scale, transforming customer data into engaging experiences and, ultimately, revenue.
Why choose Klaviyo for your email marketing campaigns?
1. Personalisation at scale with smarter targeting
Better data leads to better marketing. Klaviyo B2C CRM has a built-in customer data platform that centralises all of each customer’s information—online and in-store purchases, website browsing activity, product preferences, and more—into one unified profile.
This rich data foundation lets you create ultra-precise audience segments and deliver content that feels one-to-one, even when you’re sending to thousands of customers. In other words, Klaviyo makes it easy to send the right email to the right person at the right time.
Here are two key capabilities that enable personalisation at scale in Klaviyo:
– Behaviour-based segmentation: Easily build hyper-targeted segments using any combination of customer attributes and actions. You can segment based on browsing behaviour, purchase history, gender, location, engagement frequency, and more—so each campaign is laser-focused on an interested audience.
– Predictive analytics: Leverage Klaviyo’s predictive insights (predicted customer lifetime value, predicted next order date, predicted churn risk, and more) to refine your targeting. Identify who is likely to buy again (and what they might buy), who might be at risk of disengaging, and other forward-looking metrics, then send campaigns tailored to maximise each customer’s lifetime value.
2. AI-powered optimisation for better results
Klaviyo AI continuously learns from customer behaviour and campaign performance to drive smarter decisions. From optimising when messages are delivered to ensuring content reaches the right people, Klaviyo takes the guesswork out of campaign execution—so you can focus on strategy while the system handles the fine-tuning behind the scenes.
Klaviyo’s machine learning also monitors your sending reputation and suggests optimal sending practices to improve deliverability—so your campaigns reliably land in inboxes, not junk folders.
Here are two ways Klaviyo AI and automation help maximise your campaign results:
– Smart Send Time optimisation: Let Klaviyo AI pinpoint the optimal send time for your audience. Instead of scheduling at random or guessed send time, the system sends emails when customers are most likely to open—increasing visibility and engagement.
– Built-in A/B testing: Experiment effortlessly to find what works best. Test different subject lines, email designs, or call-to-action buttons on a portion of your audience, and let Klaviyo automatically send the best-performing version to the rest. This continuous experimentation, guided by data, means each campaign drives better results than the last.
3. Engaging email campaigns—no coding required
Klaviyo is built to empower marketers of any skill level with tools that make email design fast, easy, and effective. From ready-to-use templates to flexible customisation, you can bring campaigns to life in just a few clicks.
Klaviyo also helps streamline content creation with built-in AI assistance. Whether you’re brainstorming subject lines or drafting entire emails, the platform can offer suggestions that align with your goals—helping you move from idea to send faster and with more confidence.
Here are two user-friendly features that make building campaigns a breeze in Klaviyo:
– Drag-and-drop design tools: Easily design professional-looking emails with Klaviyo’s visual email editor. Choose from the extensive template library (with layouts proven to drive conversions) or create your own design. You can customise colours, fonts, images, and calls-to-action with a few clicks, and immediately preview how your email will look on desktop or mobile.
– Generative AI: Generate compelling copy with a little help from AI. Klaviyo can automatically suggest optimised subject lines, recommend email content, or fine-tune your messaging to better resonate with your audience. It’s like having a copywriting assistant built into the platform—helping you boost engagement while saving time.
Key features of Klaviyo’s email marketing campaigns
|
Feature |
Description |
Available on Klaviyo |
|---|---|---|
|
Advanced email segmentation for targeted messaging |
Segment audiences using real-time and historical data like: – Predicted lifetime value and churn risk | |
|
Automated email follow-ups to save time and drive engagement |
Send automated follow-up emails based on someone’s engagement with a specific message in a campaign. | |
|
A/B testing and AI insights to optimise campaign performance |
– Test subject lines, email content, and CTA buttons to determine what performs best. – AI-powered personalised campaign testing selects the best variation for each subscriber. – Dynamic product recommendations ensure emails feature relevant items based on browsing and purchase history. | |
|
Multi-channel marketing to engage customers everywhere |
– Deliver consistent messaging across email, SMS, and mobile push notifications from a single platform. – Use channel affinity (coming soon) to send messages on the customer’s preferred channel. – Integrate with your ecommerce store, website, and tech stack for seamless marketing automation. | |
How to get started with Klaviyo’s email marketing campaigns
1. Create a Klaviyo account and connect your ecommerce platform or website.
2. Import and segment your audience using Klaviyo’s powerful data foundation.
3. Set up Klaviyo sign-up forms to collect more subscribers and grow your list.
4. Design stunning emails with the drag-and-drop editor or customisable templates.
5. Set up campaigns to engage your audience and drive more revenue.
6. Optimise your campaigns using AI-powered send time and A/B testing.
7. Analyse and iterate with real-time performance insights to continuously improve results.
With Klaviyo, you can create high-performing email marketing campaigns that drive engagement, increase conversions, and grow your business—all powered by smarter data and AI.
Watch this tutorial for a visual guide on email campaigns in Klaviyo.