The subject line of today’s newsletter pays homage to Rob Allen, who had some of the best content on email marketing and copywriting in recent times.

I was saddened to hear that he recently passed away, and I hope today’s email lives up the standards he set for all things Klaviyo.

What we’re about to discuss today has been shown to increase attributed email by up to 11% once implemented.

Let’s get right into it.

Recently, there’s been a trend on X to complain about Klaviyo. Mostly, this centers on the fact that Klaviyo pricing has increased.

In fact, many brands have switched over to competitors.

In my view, this is misguided.

My philosophy has always been to avoid trend-hopping and to stick with reliable platforms with a long-term track record backed by large amounts of data.

Plus, the slight increase in cost is offset by the fact that Klaviyo consistently ships out the most useful features and is always improving the platform.

Let’s talk about one of those new features a little bit more.

One of the best new features Klaviyo has released recently is Advanced Analytics.

Today, we’re going to discuss the powerful capabilities of Advanced Analytics and how it can be used to take your email marketing to the next level.

Please note that Advanced Analytics is only available by working with a Klaviyo Partner. If, after reading this newsletter, you’re interested in trying it out for your brand, feel free to reply back to this email or schedule a call, and we can help you get set up.

Klaviyo’s Advanced Analytics allows brands to make better decisions by deeply understanding their customers’ behavior. In particular, Advanced Analytics covers the following:

1. RFM analysis

2. Email funnel analysis

3. Customer lifetime value analysis

Let’s dig into a few ways how Advanced Analytics accomplishes this.

How to Utilize RFM Analysis in Klaviyo

Many brands often send the same campaign to their entire list, but this does not account for the different messages required at various parts of the customer journey. As expected, your list is made up of subscribers at different points in the journey.

Tailor your campaign messages for each different segment by keeping your most loyal and frequent customers happy and coming back for more purchases while re-engaging with the less engaged and less frequent buyers.

This is where RFM (recency, frequency, and monetary value) analysis comes into play.

First, Advanced Analytics can be used to create better segments that you can then use to create more tailored campaigns for:

Champions: Frequent purchases, highly engaged, and highest revenue

Loyal: Frequent purchases, highly engaged, and high revenue

Recent: Moderate number of purchases and somewhat engaged

Needs attention: Moderate number of purchases and losing engagement

At risk: One or no purchases and losing engagement

Inactive: One or no purchases and/or unengaged

You can easily pull these segments and quickly create personalized campaigns for them that are sure to add incremental revenue versus blasting out the same message, angle, and offer to the entire list.

In addition, you can trigger email flows based on when subscribers change RFM groups. For example, when a subscriber moves to “At Risk” or “Needs Attention,” you can have emails sent out to re-engage and drive incremental revenue from subscribers who may have been about to be lost.

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Email Funnel Analysis

Another important data analysis technique you can use is funnel analysis. By choosing a particular segment and campaigns or flows, you can identify where the main drop-off points are.

For example, you can check how a particular segment interacts with your abandoned checkout funnel:

By optimizing the drop-off points and testing new offers and content, a funnel analysis like this can be used to increase conversions and drive incremental revenue from your existing flows and campaigns.

Optimizing Customer Lifetime Value

Another powerful feature in Advanced Analytics is the ability to calculate and predict customer lifetime value over a custom timeframe.

You can set a specific window for your customer lifetime value and then use tailored flows and campaigns to incentivize a purchase to increase the lifetime value.

For example, if you notice that customers become inactive after the 365 day window, you can build a segment for customers who have a high predicted lifetime value but haven’t purchased in 100 to 200 days.

This will help prevent high value customers from becoming unengaged and drive a higher lifetime value overall.

There are many, many more use cases for Advanced Analytics, and what I’ve shared barely scratches the surface. I’ll share more insights in future newsletters as I dig deeper and spend more time using Advanced Analytics for my clients.

Remember: if you’re interested in trying out Advanced Analytics for your brand, feel free to reply back to this email or schedule a call, and we can help you get set up.

I’ll be back with more retention analysis and Meta ads breakdowns for you next week.

Talk soon,

Sharad

@pmktg00

Next Steps

If you own or operate an e-commerce brand generating at least $1,000,000 in annual revenue, feel free to book a call with me to discuss how we can improve your ad creatives, landing pages, and email/SMS marketing strategy.

To further enhance your e-commerce and marketing skills, you may be interested in signing up for one of the options below:

1. Learn branded direct response copywriting and how to create high converting cold traffic funnels here.

2. Learn how to write advertorials here.

Sponsorship Opportunities

This newsletter is growing rapidly, and at the current rate, we should hit 50,000 subscribers by the end of the year. I’m looking for sponsors who want to reach a highly engaged audience (over 50% open rate and 9% click rate) consisting of owners and operators of 8 figure brands, agency owners, and other marketers. For more information and detailed newsletter metrics, feel free to reach out to me by replying back to this email.