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4 Tips and Best Practices for Sales Emails With Klaviyo


Knowing the best practices for high-converting sales emails isn’t the same as actually putting those tips into action.

After all, stats show there are over 24 million ecommerce websites vying for your customers’ attention and money. If you don’t start a conversation and engage with meaningful, personalized emails, you’ll never edge out ahead of the pack.

And that’s where Klaviyo comes to the rescue.

This software takes the heavy lifting out of sales emails, so your team can follow through on what works in less time.

In today’s guide, we’ll share a few ecommerce sales email tips and best practices and dish about how Klaviyo makes tackling these tasks a lot easier.

If this is your first time hearing about Klaviyo, let’s start with introductions:

What is Klaviyo?

Klaviyo helps growth-minded ecommerce brands pull in their various customer data streams and leverage them to deliver incredible, personalized shopping experiences.

Better shopping experiences lead to higher click-through rates, a boost in conversions, and ultimately, more sales and revenue.

The software seamlessly integrates with ecommerce platforms like Shopify, Shopify Plus, BigCommerce, and more. Once your team has access to all this data, you can create actionable marketing material across email and your other owned channels. 

So now, let’s talk about how to level up your sales emails with its built-in features.

7 Simple Tips and Best Practices for Sales Emails with Klaviyo

Follow these seven tips and best practices for eCommerce sales emails, and your brand will become a trending fan favorite:

1. Use Popups To Grow Your Email List

A well-timed and well-placed popup on your site could turn a casual shopper into a known visitor. And as soon as someone hands over their email address, your team should begin targeting them with killer sales emails.

Klaviyo offers a one-two punch in this department.

First, it lets you set up customizable sign-up forms and embed them on your site. You can pull future contacts directly into your dashboard. Then your team can send an automated welcome series email flow to these new subscribers that educates them about your brand (more on this later!). 

2. Experiment with Deep Segmentation

Segmentation involves splitting up your recipients based on specific traits, behaviors, spending trends, demographics, engagement with previous campaigns, etc., and sending targeted messages based on those parameters.

Though segmenting your customers is a basic email marketing best practice, it’s one of the fastest ways to boost your ROI. 

According to stats, brands that create segmented campaigns notice a 760% increase in conversions [*]. Segmented campaigns earn higher open rates, click-through rates, and customer engagement.

This phenomenon occurs because people find messages with relevant information valuable. They’re excited to open these emails and engage with personalized offers seemingly created just for them.

Bad news? Your team can spend a lot of time and effort on segmentation and still not hit the bullseye.

Luckily, Klaviyo has your back.

Just add a bit of code to your shop, and Klaviyo’s custom web tracking captures every shopper’s website activity. Then you can use this data to create smarter behavior-based email segments.

Take your segmentation game up a notch by targeting customers based on:

    • What they looked at on your website

    • What they actually bought

    • Average order value

    • Purchase frequency

    • Whether they always pay full price or wait for a discount/sale

    • Where they interact with your emails

    • Acquisition source

    • Triggering events, such as subscribing to a list, entering a contest, etc.

You can even combine segments, specifying multiple conditions and getting ultra-specific, for unlimited targeting possibilities.

Plus, Klaviyo segments update automatically, so your team spends less time manually maintaining these lists and more time building your brand.

3. Upgrade Your Personalization

If you’re only personalizing sales emails with your customers’ first names, you’re not nearly doing enough. Every marketer knows this trick, so how will your brand’s messages stand out and get noticed in a crowded inbox?

You pull in dynamic content blocks.

Add these special blocks to your emails, and they’ll appear to specific segments of customers, but not others. Essentially, it’s like creating two different emails but only going through the effort once.

Klaviyo has two types of conditions/variables under which a dynamic content block appears. They can be based on:

    • Profile variables, like recipients’ countries, cities, regions, states, gender, etc.

    • Event variables, or actions your customers have taken in your online store.

So a few use cases/examples of this may include:

    • Shipping offers based on location, like same-day delivery for local customers, free shipping in the US, and discounted shipping for Canadians.

    • Customized messages for customers in a country with a national holiday.

    • Dynamic discount/coupon, depending on a customer’s previous purchases.

Rather than create two different emails, your team only has to create one and use dynamic content blocks to either show or hide aspects for a different audience.

4. Take Advantage of Automation

Research shows 51% of companies are using email automation [*]. Automation is the process of creating flows that automatically trigger an email to customers based on specific events or actions.

Instead of your team manually sending out an email every time you get a new subscriber, for example, you simply set up the criteria and let the automation wizard slam dunk the follow-through.

Automation improves your targeting, leads to higher open rates, and increases conversions. It also saves your team a ton of time and effort.

Klaviyo gives your brand the best in data-driven automation. It collects and syncs more data than any other ecommerce marketing automation tool -- from site behavior and customer profiles to rewards platforms and more.

Their machine learning even helps your brand predict a customer’s lifetime value, next order date, and churn risk. Pretty neat, right?