At a glance
Klaviyo links shop data and profiles with campaigns, automated flows and analytics. Start by setting up data integration and consent processes. Next, test a small target group, a template and a single flow. Additional channels can be added to the setup once their requirements and specific benefits have been clarified.
What does Klaviyo do in e-commerce?
Klaviyo links customer profiles and events from the shop with marketing communications. An order, a confirmed registration or a recorded product view can thus become relevant for a target group or an automated message. The features require a suitable data foundation. A well-designed newsletter and reliable event transmission are therefore distinct parts of the setup.
Set up the account, company information, sender and team access to match the actual store. Check who can edit content and who can approve sending. Record the account name, domain, language and relevant store systems. This simple overview prevents confusion when several stores, marketplaces or providers work together.
Link the shop and data first
Use the documentation for your shop system. The Shopify guide describes integration, synchronisation and the setup of onsite features. Other stores may use different extensions and event names. Place a real test order in the appropriate test mode, then compare the email address, items, value and timing in the store and Klaviyo.
Also check cancellation and refunds, as well as a test registration. The existence of an integration does not in itself confirm every single function. Product views, forms and orders must each be processed in a traceable manner. Before planning an abandonment flow, you need both the triggering event and current order data to exclude the purchase.
Distinguish between ‘Profile’, ‘Lists’ and ‘Segments’
A profile collects available information and activities relating to a person. A list forms a fixed collection, such as the confirmed email subscribers of a sign-up path. A segment is defined by conditions and changes when profiles meet or no longer meet these conditions. Klaviyo explains the differences in the Guide to lists and segments.
Start with clear names and a small number of logical groups. One example is selecting subscribed customers who have purchased a specific product group. Check known suitable and unsuitable test profiles. A high number of profiles does not indicate how many people want to receive newsletters, nor how many will actually be reachable when the next mailing is sent.
Check registration, consent and sender details
Record the actual sign-up process and the associated basis for sending communications. An imported profile does not automatically constitute consent to receive a newsletter. The Klaviyo documentation on consent in profiles describes the technical statuses and the distinction between channels. Keep an eye on suppressed or deactivated profiles during the verification process.
For a DOI list, test registration, confirmation and joining the list. A second test profile deliberately does not confirm; check the expected workflow. Set up the sender domain according to the displayed DNS values and verify the authentication of a test email. Check tracking and forms using the website’s actual consent settings.
Campaigns and flows serve different purposes
A campaign is a scheduled one-off mailing to a selected target group. A flow responds to a trigger and may contain further rules, waiting periods and messages. The Klaviyo flow introduction shows these building blocks. Use a campaign for a current occasion and a flow for a recurring customer touchpoint.
A fictional planning example: A shop selling kitchen accessories welcomes new subscribers with the requested maintenance guide. A new product range is later introduced as a separate campaign. Map out both paths on a timeline. Check for overlaps, buyer journeys and unsubscribes before adding further messages. The appropriate number depends on your content and audience.
Test a template as an actual email
Create an initial template with a recognisable sender, a clear main message and a logical flow. Check placeholders for missing first names or missing product data. Links should lead directly to the content mentioned. In the case of a voucher, the test should include the code, terms and conditions, and whether it can actually be redeemed. An editor preview can supplement the message received.
Send the template to your own test addresses and open it on a smartphone and desktop. Check readability, image display, landing pages and unsubscribe links. For a flow, also check its actual entry point and a scenario that should be excluded. A skipped test profile may be the desired outcome if it does not meet the recipient rules.
Reading reports with clear benchmarks
Start with recipients to whom messages were delivered, unique clickers, orders, unsubscribes and complaints. State the time period and denominator for each. An increase in attributed revenue may result from a higher number of recipients, different offers or changes to attribution rules. You should therefore check the context before interpreting a higher figure as an additional effect of the message.
Reconcile a few orders with the shop and document the metrics used. Open rates can be influenced by email clients. A small initial sample often yields fluctuating results. The first report should establish a verifiable baseline: which individuals received which message, which actions were observed, and where is reliable data still missing?
A small starter plan and additional channels
- Check data integration and two complete test profiles.
- Trace sign-ups, recipient groups and unsubscribes.
- Test a template and a welcome flow as a coherent sequence.
- Plan an initial suitable campaign and document its outcome.
- Only then should further customer touchpoints be added in a targeted manner.
Klaviyo also offers, amongst other things, SMS, WhatsApp and other product areas. Check their availability, channel consent, sender configuration and your own test process before including them in your planning. Select the additional channel based on the customer’s needs. The mere technical availability of a channel does not in itself justify sending a further message.
Sources and further documentation
Product documentation and primary sources relating to the steps described. Editorial source date: 5 October 2026.
