In the world of email marketing, Klaviyo stands out as a powerful tool for e-commerce businesses. However, even the most robust platforms require fine-tuning to unleash their full potential. Many Klaviyo accounts are set up with default settings that may not serve the best interests of your brand. To help you get the most out of your Klaviyo account, we’ve identified the top five commonly overlooked features and settings that could be holding you back. From list management to website tracking, optimizing these areas can significantly enhance your email marketing performance.

Let’s dive in and unlock the full power of your Klaviyo account.

1. List Settings – Double Opt-In

One often overlooked setting in Klaviyo is the double opt-in feature, which is auto-selected by default. While some email marketers advocate for it, I suggest disabling it for most e-commerce brands. Here’s why:

Cons:

• Missed Messages: Many subscribers miss the confirmation email, which often lands in the promotions tab.
• Spammy Appearance: Unbranded double opt-in emails can look spammy and deter subscribers.

Pros:

• Clean List: Keeps your subscriber list clean, ensuring only the most engaged users remain.

However, for most e-commerce brands, the single opt-in option suffices. Remember, each new list created in Klaviyo will default to double opt-in, so always switch to single opt-in during setup.

2. Too Many Lists

Another common issue in Klaviyo accounts is having too many lists. While it might seem useful to create separate lists for different scenarios, it often complicates management and segmentation. Instead, use segments to handle various audience types.

Why Segments Over Lists?

• Dynamic Updates: Segments automatically update based on defined criteria.
• Easy Management: Segments make it easier to filter and manage your contacts without exporting and re-importing data.

For instance, if you have a retail customer list and an ambassador list, use profile fields or tags in Shopify to segment these groups within a single list. This ensures your communications are always relevant and targeted.

3. Abandoned Cart Splits

A significant opportunity often missed in Klaviyo accounts is splitting the abandoned cart sequence based on purchase history. You have two distinct groups: those who have never purchased and those who have.

Why Split the Sequence?

• Tailored Messaging: Customize messages to each group. For new visitors, reintroduce welcome offers. For returning customers, acknowledge their loyalty and encourage repurchases.
• Increased Engagement: Personalized messages lead to higher engagement and conversion rates.

Implement a conditional split in your abandoned cart sequence to create more effective journeys for these different audiences.

4. Sunset Flows

Sunset flows are crucial for maintaining a clean email list but are often neglected. These flows automatically remove unengaged subscribers, saving you money and improving email deliverability.

Benefits of Sunset Flows:

• Cost Efficiency: Reduces the cost of your Klaviyo subscription by eliminating inactive profiles.
• Better Deliverability: Improves email deliverability rates by removing cold leads.

Klaviyo provides a default sunset flow that triggers based on non-engagement criteria. Utilize this to keep your list fresh and engaged.

5. Website Tracking

Proper website tracking is essential for effective segmentation and flow building in Klaviyo. Ensure your integration is set up correctly to capture crucial events like product views and site visits.

How to Check:

• Metrics: Go to Metrics in Klaviyo and verify if events like Viewed Product and Site Visit are tracked.
• Integration: For platforms like Shopify, ensure you’ve activated the necessary app in your theme.

Once set up, you can leverage this data to create powerful flows like Browse Abandonment, enhancing your marketing efforts.

By addressing these five areas, you can optimize your Klaviyo account for better performance, higher engagement, and improved email deliverability.