The Philosophies of Data Science in Klaviyo | Michael Lawson and Woody Austin | Klaviyo
Honest Ecommerce · with Michael Lawson and Woody Austin · December 10, 2019 · 24 min
Summary
This episode dives into how Klaviyo leverages data science to empower merchants. It highlights features like Smart Send Time for optimizing email delivery and predicted gender for enhanced segmentation, emphasizing personalization and the often-underutilized product recommendation engine. Ecommerce operators should understand how these data-driven tools can significantly improve email engagement and sales.
Key takeaways
Implement Smart Send Time; it uses an experimental approach to determine optimal send times for individual customers, leading to a median 8% lift in open rates compared to industry standard historical analysis which showed no lift.
Utilize Klaviyo's predicted gender feature for more relevant segmentation and personalization in email campaigns. While effective for tailoring content like product imagery or color schemes, avoid making broad assumptions or using dated stereotypes in messaging.
Explore and leverage Klaviyo's product recommendation engine within emails. Many users underutilize this feature, which is designed to personalize product feeds and improve user engagement.
Take advantage of Klaviyo's robust and dynamic segmentation engine to create highly specific customer groups for targeted marketing. Remember you can layer predicted data with self-reported customer data for even greater accuracy.
When A/B testing, focus on incremental improvements and allow the data to guide your decisions. Klaviyo’s approach to Smart Send Time demonstrates that traditional methods don't always yield the best results, and experimentation is key.
Michael Lawson and Woody Austin are on the Data Science team at Klaviyo, the leading growth marketing platform chosen by more than 20,000 online businesses. On this podcast, we talk about data science, its philosophies and Klaviyo’s features. Michael and Woody share the most interesting and underutilized features in Klaviyo--observed through the lens of data science. To learn more, visit: http://honestecommerce.co Resources: Klaviyo website: klaviyo.com Klaviyo Boston https://www.klaviyo.com/klaviyo-boston-conference Klaviyo’s newest holiday guide: https://www.klaviyo.com/marketing-resources/retail-holiday-planning-guide Visit https://gorgias.grsm.io/honest to get your second month free. Visit simplr.ai/honest to start your free seven-day trial.
Implement Smart Send Time; it uses an experimental approach to determine optimal send times for individual customers, leading to a median 8% lift in open rates compared to industry standard historical analysis which showed no lift.
What does this episode say about ai & automation?
Utilize Klaviyo's predicted gender feature for more relevant segmentation and personalization in email campaigns. While effective for tailoring content like product imagery or color schemes, avoid making broad assumptions or using dated stereotypes in messaging.
What does this episode say about analytics & attribution?
Explore and leverage Klaviyo's product recommendation engine within emails. Many users underutilize this feature, which is designed to personalize product feeds and improve user engagement.
What does this episode say about conversion & cro?
Take advantage of Klaviyo's robust and dynamic segmentation engine to create highly specific customer groups for targeted marketing. Remember you can layer predicted data with self-reported customer data for even greater accuracy.
What does this episode say about email & sms?
When A/B testing, focus on incremental improvements and allow the data to guide your decisions. Klaviyo’s approach to Smart Send Time demonstrates that traditional methods don't always yield the best results, and experimentation is key.
