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Klaviyo CRM & Email Marketing

Klaviyo setup, segmentation, automation flows, A/B testing, and deliverability. Turn email into your highest-ROI channel.

The Problem

Most stores use Klaviyo poorly. Common issues:

  • Poor segmentation leading to low engagement
  • Generic email flows that don't convert
  • Deliverability issues going to spam
  • No A/B testing or optimization
  • Missing revenue opportunities from automation

You're sending emails, but they're not driving revenue like they should.

Essential Klaviyo Flows to Set Up

These automated flows drive the most revenue:

1. Abandoned Cart (3-email sequence)

Timing: 1 hour, 24 hours, 72 hours after cart abandonment

Content: Remind them what they left, add urgency, offer discount if needed. Recover 10-15% of abandoned carts.

2. Welcome Series (5-7 emails)

Timing: Immediately, day 1, day 3, day 7, day 14

Content: Welcome, brand story, product highlights, social proof, first purchase discount.

3. Post-Purchase (2-3 emails)

Timing: Order confirmation, shipping notification, delivery + review request

Content: Thank you, order details, tracking info, review request, cross-sell related products.

4. Win-Back (2-3 emails)

Timing: 30 days, 60 days, 90 days after last purchase

Content: "We miss you", new products, exclusive offer, survey to understand why they left.

Segmentation Strategy

Better segmentation = higher engagement = more revenue. Create these segments:

By Purchase Behavior

  • VIPs: 3+ purchases, high AOV - Send exclusive offers, early access
  • One-time buyers: 1 purchase, no repeat - Win-back campaigns, product recommendations
  • At-risk: Last purchase 60+ days ago - Re-engagement flows
  • New customers: First purchase in last 30 days - Welcome series, loyalty program

By Engagement

  • Highly engaged: Opens/clicks regularly - Send more frequently
  • Low engagement: Rarely opens - Re-engagement, different content types
  • Inactive: No opens in 90+ days - Win-back or remove from active list

By Product Interest

  • Segment by browsed/viewed product categories
  • Send product recommendations based on past purchases
  • Target customers who viewed but didn't buy

Email Authentication Setup

Proper authentication prevents emails from going to spam. Set up these DNS records:

SPF Record

Authorizes Klaviyo to send emails on your behalf. Add to your domain's DNS:

v=spf1 include:klaviyo.com ~all

Klaviyo provides the exact record in their setup guide.

DKIM Record

Verifies email authenticity. Klaviyo generates this for you. Add the CNAME record they provide to your DNS.

DMARC Record

Protects against email spoofing. Start with monitoring mode:

v=DMARC1; p=none; rua=mailto:your-email@domain.com

After monitoring for 30 days, change to p=quarantine then p=reject.

Prevention Checklist

  • ☐Set up proper email authentication (SPF, DKIM, DMARC)
  • ☐Segment lists by behavior, purchase history, and preferences
  • ☐Create automated flows for key customer journeys
  • ☐A/B test subject lines, content, and send times
  • ☐Regular list hygiene (remove inactive subscribers)
  • ☐Monitor deliverability and sender reputation

A/B Testing Best Practices

Test one variable at a time. Here's what to test:

Subject Lines

Test personalization, emojis, questions vs statements, length, urgency. Subject lines have the biggest impact on open rates.

Send Times

Test different days of week and times of day. Your audience's optimal time may differ from industry averages.

Content

Test product recommendations, discount amounts, email length, CTA placement and copy.

Frequency

Test sending more vs less frequently. Some segments want daily emails, others prefer weekly.

List Hygiene Process

Clean lists perform better. Do this monthly:

  1. 1.Remove subscribers who haven't opened in 90+ days (or move to separate re-engagement list)
  2. 2.Remove hard bounces immediately
  3. 3.Remove subscribers who marked as spam (they'll hurt your reputation)
  4. 4.Suppress unsubscribes (don't delete, just suppress)
  5. 5.Re-engagement campaign for inactive subscribers before removing

Quick Wins

Set up abandoned cart flow (Highest ROI)

Create a 3-email abandoned cart sequence (1 hour, 24 hours, 72 hours). This alone can recover 10-15% of abandoned carts and is the easiest win.

Fix email authentication (Critical)

Set up SPF, DKIM, and DMARC records in your DNS. This improves deliverability dramatically and prevents emails from going to spam. Takes 30 minutes.

Segment by purchase behavior

Create segments for VIP customers (3+ purchases), one-time buyers, and at-risk customers (60+ days since last purchase). Send targeted campaigns to each.

A/B test subject lines

Test every email campaign. Start with subject lines - they have the biggest impact on open rates. Even small improvements compound over time.

Last updated: January 31, 2026

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