the problem with klaviyo flows – interstice consulting

klaviyo is the market leader in its segment

Klaviyo is a wonderful marketing automation platform. Most of our clients rely on it and generate over 30% of total online revenues from the channel. The ROI from marketing automation easily eclipses paid campaigns on advertising platforms, as you are marketing to your existing customers based on the actions they have taken on your site. Increasingly, Klaviyo’s AI is able to predict their future behaviour too.

We believe Klaviyo is the best in its class for small and medium sized businesses, providing powerful automations that previously were available only to large enterprises.

the power of klaviyo flows

The true power of Klaviyo lies in its “flows” or automations.

Based on behavioural triggers, a Klaviyo flow will send automated messages to your email or SMS subscribers, running in the background and generating relevant messages and offers on autopilot. In a lot of ways, Klaviyo flows underpin a sustainable, profitable e-commerce business.

but what happens to flows after 1, 2 or more years?

Here’s the problem: brands are constantly evolving their products, categories, visual identities, and offers.

What happens to Klaviyo flows over time? They become out of sync with how your brand has evolved, as there is typically no one on your internal or external team who reviews your flows regularly. For example, your website’s navigation/categories may have changed, links may have changed, and A/B tests — even if they were set up — are not reviewed at regular intervals for conclusions and new tests.

This all ends up with leaving substantial money on the table, as well as frustrated customers.

what’s the solution?

Interstice Consulting offers a Klaviyo Flow Optimization service, where we go through your account in detail every 90 days and score it across 100+ dimensions, resulting in a detailed ‘report card’ about where your Klaviyo account stands and which areas require addressing. We rank our recommendations in order of the potential revenue impact on your business.

We developed this service due to its necessity amongst our own client base, and now offer it as a standalone service to brands which may be using other consultants for their email/SMS campaigns, media buying, and website optimization.