Klaviyo and email marketing. Knowledge you can put into practice.
From the initial welcome flow to robust analysis: practical guidance, clear examples and checklists for your email channel.
Klaviyo Flows & Customer Retention
Support recurring customer touchpoints with appropriate rules and helpful messages.
BasicsGetting started with Klaviyo: From store integration to tested customer journeys
Setting up Klaviyo for e-commerce: linking shop data, profiles, lists, segments, campaigns, flows and consent. A concrete starter plan with test cases.
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Klaviyo flows: which automations does your store need?
Welcome Flow, abandoned basket, post-purchase and win-back: prioritise Klaviyo flows sensibly, check filters and evaluate the results.
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AutomationKlaviyo Welcome Flow: Turning a sign-up into a great start
Set up the welcome flow in Klaviyo: sign-up promises, double opt-in, buyer journeys, content and test sign-ups before launch.
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AutomationCheckout abandonment in Klaviyo: guiding customers back to the shop
Planning the abandoned checkout flow in Klaviyo: events, purchase exclusions, time intervals, shopping basket links and test cases to prevent false reminders.
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AutomationBrowse Abandonment in Klaviyo: Useful follow-up after browsing
Browse Abandonment Flow in Klaviyo: Check ‘Viewed Product’, identified visitors, checkout exclusions, product data and restricted content.
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AutomationPost-purchase in Klaviyo: answer the right questions after the order
Post-purchase flows for online stores: plan order events, delivery times, usage guidance, product paths, reviews and exclusions clearly.
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AutomationKlaviyo Winback: When does a winback email really make sense?
Planning a winback flow in Klaviyo: distinguish between purchase cycles, repeat purchases and inactivity; exclude repeat purchases; and evaluate discounts from a business perspective.
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Customer loyaltyRetention marketing: plan customer loyalty after the first purchase
Build customer loyalty in ecommerce: purchase cycles, usage guidance, repeat purchases, channel selection and clear analysis using comparison groups.
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Integration & Deliverability
Link shop data, authenticate senders and systematically narrow down delivery issues.
Klaviyo & IntegrationsKlaviyo and Shopify: Testing the integration using real-world workflows
Check Shopify–Klaviyo integration: profile data, sign-ups, app embed, product views, checkouts, orders and duplicate reminders.
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Klaviyo & IntegrationsKlaviyo and Shopware 6: From plugin to robust integration
Planning the Shopware 6–Klaviyo integration: extension, version compatibility, sales channels, events, catalogue, newsletter status and flow approval.
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DeliverabilityEmail deliverability: Identify the cause before changing your sending settings
Check newsletter deliverability: distinguish server acceptance from inbox placement, understand bounces, authentication, list quality and provider diagnostics.
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DeliverabilitySPF, DKIM and DMARC: set up sender authentication clearly
Understanding SPF, DKIM, DMARC and alignment for Klaviyo: correct DNS values, return path, received headers and step-by-step domain verification.
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DeliverabilityGoogle Postmaster Tools: Interpreting Gmail signals correctly
Setting up and analysing Google Postmaster Tools: domain verification, personal Gmail accounts, spam rate, authentication and limitations of missing data.
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DeliverabilityEmail bounces, spam and blocklists: systematically resolving delivery issues
Distinguish between hard and soft bounces, spam folders, blocklists and T-Online issues. Include a diagnostic process and specific checks within Klaviyo.
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DeliverabilityBIMI and email headers: Verify sender identity step by step
Classify BIMI as a logo display and read the full email header. Verify authentication, domains and technical evidence without making false security claims.
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DeliverabilityNewsletters in Apple Mail: check for missing emails, images and open rates
Diagnose Apple Mail issues: distinguish missing messages, image display problems and Mail Privacy Protection. A practical checklist for ecommerce teams and recipients.
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DeliverabilityKlaviyo and T-Online: Check delivery issues using the correct signals
Investigating T-Online bounces in Klaviyo: error messages, your own sending domain, double opt-in, sender verification and a controlled test run.
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Newsletter & Design
From the right occasion to a clear message: combining content, design and planning.
Design & ContentNewsletter design: from product to clear message
Plan and review newsletters: structure, mobile readability and calls to action. Includes an annotated Normrahmen design concept and a pre-send checklist.
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Strategy & EditorialNewsletter editorial plan: turn topics into reliable campaigns
Newsletter editorial planning for online stores: topics, audiences, sending frequency, responsibilities, approvals and a practical four-week plan.
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Design & ContentNewsletter content ideas: useful reasons to write beyond a product list
Develop newsletter ideas from customer advice, product use, your range and the season. With a topic framework, Christmas planning and examples from our own designs.
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Design & ContentNewsletter subject line and preheader: two lines with a clear purpose
Develop subject lines and preheaders for newsletters: specific examples, mobile previews, personalisation and meaningful A/B testing.
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Klaviyo & IntegrationsKlaviyo voucher codes: From offer to successful redemption
Using vouchers in Klaviyo: static and individual codes, Shopify generation, CSV import, terms and conditions, code availability and testing actual redemption.
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Data & Target AudiencesKlaviyo forms: The sign-up process from initial promise to confirmation
Klaviyo sign-up with double opt-in: check forms, landing page, target list, confirmation, language and welcome flow as a complete process.
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Newsletter and DesignGamification in the newsletter: A small task with a useful outcome
Make effective use of gamification in the newsletter: quizzes and selection options on a mobile landing page, profile fields in Klaviyo, test cases and transparent evaluation.
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Analysis and StrategyNewsletter open rate: ten steps to reliable analysis
Calculating and improving newsletter open rates correctly: MPP, recipients, subject line, send time and ten specific checks instead of blanket benchmarks.
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Newsletter and DesignChristmas newsletter: gift ideas and greetings for different occasions
Plan Christmas newsletters for online stores: original copy examples, gift advice, confirmed delivery times, segments, sending plans and mobile testing.
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DeliverabilityBulk newsletter sending: clear limits for larger audiences
Planning large newsletter mailing lists: sending authorisation, Gmail requirements, domain warm-up, controlled batches, Klaviyo campaigns and provider monitoring.
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Data, Segments & Tool Selection
Use relevant information, clarify responsibilities and select systems based on your tasks.
Data & Target AudiencesKlaviyo segments: build relevant audiences from reliable data
Plan Klaviyo segments with lists, dynamic rules, AND/OR logic, sending eligibility, interests and test profiles to build clear audiences.
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Data & PersonalisationFirst-party data and event tracking: personalisation using actionable signals
Using first-party data in Klaviyo: distinguishing between events, profile properties and consent. Includes a data plan, model example and error checks.
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Data & ResponsibilityKlaviyo and data protection: checking consent, data and responsibilities
Checking Klaviyo in the shop: consent, data origin, data processing on behalf of a client, tracking, erasure and complaints. With a practical overview.
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Data & ResponsibilityNewsletter cease-and-desist notice or complaint: clarify evidence and responsibilities
Organisational handling of complaints and formal warnings regarding newsletter advertising: deadlines, proof of consent, suspension of mailings and specific handover procedures.
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Integration & StrategyChoosing email marketing tools: What does your shop really need?
Compare Klaviyo, Shopify Messaging and other email marketing tools based on data, automations, design, effort and total costs.
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Analysis & Optimisation
Evaluate tests and key figures in such a way that they lead to well-founded decisions.
Analysis & OptimisationEmail marketing metrics: what shows real progress?
Put opens, clicks, conversions and revenue into context. A practical guide for online stores to Klaviyo, GA4, UTM links and comparable reporting.
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Analysis & OptimisationKlaviyo attribution: What the attributed revenue actually shows
Understanding Klaviyo attribution: clearly categorise open and click windows, bots, MPP, differences from GA4, UTM links and additional impact.
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Analysis & OptimisationA/B testing in Klaviyo: Turn variations into reliable decisions
Planning A/B tests for campaigns and flows: hypothesis, target metric, variants, duration, small sample sizes and technical QA.
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Analysis and StrategyCustomer Lifetime Value: Calculating customer value using a clear basis for comparison
Calculating Customer Lifetime Value in e-commerce: separating revenue and contribution margin, comparing cohorts and understanding the limitations of Klaviyo forecasts.
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Analysis and StrategyRetention rate: distinguish repeat purchases from customer loyalty
Retention rate in e-commerce: distinguishing between repurchase rate, cohorts, time windows and denominators. With fictitious calculation examples and a Klaviyo verification process.
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Analysis and StrategyNet Promoter Score: measure recommendations and understand the reasons
Calculating NPS: distinguishing between promoters, passives and detractors. Fictitious calculation example, response rate and specific evaluation for online shops.
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Analysis and StrategyOptimising conversion rates: examining the journey from newsletter to purchase
Distinguish between conversion rates and email click-through rates. Review the landing page, product selection and checkout process using clear benchmarks and your own test examples.
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Working togetherChoosing the right email marketing agency for your online store
Compare email marketing agencies: assess the scope of services, Klaviyo experience, design quality, reporting and collaboration using specific questions.
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Other channels & reviews
Classify WhatsApp, SMS, push notifications and print based on the customer’s context and the available data.
Other channelsWhatsApp marketing with Klaviyo: build a focused additional channel
Using WhatsApp in Klaviyo: Business account, Shopify data, consent, approved templates, campaigns, customer replies and current billing.
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Other channelsWhatsApp Communities and polls: interaction with a clear purpose
Understand WhatsApp communities, groups and polls for brands: moderation, useful questions, response analysis and the distinction from marketing lists.
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Other channelsSMS and push marketing: choose the channel for the customer’s situation
Planning SMS and mobile push notifications with Klaviyo: countries, consent, app requirements, sending times, channel overlap and real-world test cases.
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Other channelsPrint mailings in ecommerce: give a postcard a clear purpose
Plan print mailings and programmatic print: audiences, postcard design, personalisation, QR codes, costs and holdout tests for online stores.
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Customer loyaltyKlaviyo Reviews: Collecting product reviews with a clear process
Assessing Klaviyo Reviews for Shopify and WooCommerce: requirements, review requests, widgets, migration, moderation, costs and neutral selection criteria.
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Customer loyaltyComparing review tools: Which solution suits your shop?
Compare Klaviyo, REVIEWS.io and Trusted Shops based on official features: product and shop reviews, integrations, processes, export and costs.
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Other channelsWhatsApp Business costs: What do businesses pay for?
Understand the costs of the WhatsApp Business app and platform: current Meta billing, Klaviyo Mobile Messaging, service messages and a calculation model without invented rates.
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Other channelsCompare WhatsApp marketing tools based on real-world workflows
Compare Klaviyo, Brevo and Superchat using official feature documentation: shop data, campaigns, automations, team inbox, account requirements and pilot testing.
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Other channelsWhatsApp Business data protection: clarify data flows before launch
Carefully review the WhatsApp Business app and platform: contact synchronisation, purposes, roles, data processing on behalf of a controller, consent, opt-out and deletion processes.
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From the problem to the next step
New subscribers need guidance, existing customers need suitable opportunities, and your team needs reliable figures. Choose the guide based on your current situation: each article outlines prerequisites, specific steps and common pitfalls that you should check before getting started.
Practical knowledge with verifiable sources
The editorial team at Rügamer & Steiner combines strategy, design and Klaviyo implementation. Technical statements link to product documentation. Model examples are marked as such. You can find genuine customer testimonials in our Case studies.