Now that you know how to keep your account secure, let's run through additional best practices for maintaining an organized and effective Klaviyo account.
Best practice 1Determine your attribution strategy
When we say attribution in terms of your Klaviyo account, we mean pinpointing which messages or channels led to specific customer actions, like placing an order. An attribution window specifically is the timeframe for when a conversion is directly attributed to your message after they engage with it. This is fundamental to how you measure the success of each marketing initiative, and how it affects your overall revenue stream.
Did you know that you can customize your attribution model to align with your brand strategy or audience behavior? It is best practice to:
- Customize attribution windows
You can edit Klaviyo’s default attribution windows (which are tied to events, like clicks or opens) if they do not align with your brand strategy. Say you run a luxury furniture company and your average customer takes a significant amount of time to buy. Edit your attribution windows for email opens and clicks separately to match how they engage. You may set a longer click attribution window if they take more time after opening the message to buy. - Remove bot clicks or Apple Privacy Protection opens
Remove machine (i.e., bot) clicks from being attributed to email and text messages, increasing the validity of your data. These include opens made by third-party security software, certain inbox providers, etc. Remove Apple Privacy Protection (MPP) opens from your attribution; otherwise, your open rate may appear inaccurate.
Customize channel-specific settings
Customize your channel-specific settings, so that your messaging strategy is customized for your brand. In particular, adjust your text message subscribe keywords and multi-channel Smart Sending windows as needed.
Let’s run through how you may adjust these settings:
- Update your Smart Sending windows
Smart Sending allows you to limit the number of messages someone can receive within a set period of time. Klaviyo channels (email, text message, and push) and message type (flows and campaigns) have separate Smart Sending windows. That way, you can adjust your sending strategy to align with how often you send and how necessary it is for someone to receive each message. There may be certain times of the year, say Black Friday/Cyber Monday, when you extend your Smart Sending timeframe. You can also change these settings on the individual message-level, if you just want to adjust the timeline for a one-off send. - Add your text message subscribe keywords
Klaviyo allows you to create, edit, and delete SMS subscribe keywords so that you can keep these elements true to your brand. For example, Beantown Coffee company may encourage customers to text “COFFEE” in order to be added to their SMS marketing list.
Organize content with tags
If you haven’t already, now is the time to take advantage of Klaviyo tags. Tags allow you to add labels to your content across Klaviyo: segments, campaigns, flows, etc. Then, you can see all the tags in use within your account settings, and even create overarching tag groups, to bucket your tags under one main theme (e.g., Countries may be a tag group, and you can tag content by the country you are sending to, for instance: US, Canada, Mexico).
Who should use tags? Tags are particularly helpful if your team has several people creating a lot of content in one account or if you work for a large brand that runs many initiatives at once.
Need some inspiration for when to apply tags? Here are creative ways we see tags used across accounts:
- Organize content based on the business goal it supports (e.g., acquisition, retention, or loyalty). Flag certain initiatives as holiday-specific or seasonal (e.g., Black Friday/Cyber Monday, or fall vs. spring).
- Assign responsibilities (for specific teams or individual contributors) if you have multiple departments active in your Klaviyo account (e.g., Marketing, Support, Customer Success, etc.).
- Group campaigns based on the content pillar they support (e.g., product launches, sales, announcements).
- Tag content by location if you offer localized content in your account; say, in different languages or promoting regional holidays (e.g., US vs. UK content).
Manage multiple accounts (if applicable)
Klaviyo works best as a 1:1 sync with your ecommerce website. If you either: work with multiple brands at once or lead a brand with different storefronts, then you'll be in multiple Klaviyo accounts.
If you manage multiple Klaviyo accounts, we recommend that you follow these best practices:
- Use the same email and password for each account
This will allow you to log in once and then switch between multiple Klaviyo accounts using the same email address and password, rather than having to log out and back in every time you switch accounts. For step-by-step instructions, review our documentation on creating multiple accounts. - Ensure you’re in the correct account
While working across multiple accounts, be careful of what account you are logged into as you're actively building content. That way, you won’t make any mistakes across accounts or sync data to the wrong storefront. - Manage 1 portfolio
If you have a paid plan, you can create a portfolio that includes each account you’re a part of. From there, you can easily compare their billing details, current account usage, active users, etc. in 1 consolidated view, as shown here.