The four places to track campaign performance
Whether you are new or experienced with Klaviyo, you will likely spend most of your time analyzing campaign performance in these four places (and don’t worry, they are good places to be).
Find high level campaign metrics
Go to the campaigns tab to find a high level overview of your campaign opens, clicks, and conversions in the last 30 days.
Under each metric, you can see how your last 30 days compared to the 30 days prior to then and how your performance compares to similar companies.
Click here to learn more.
See how your last campaign performed
Clicking on any sent campaign opens the Overview tab, which provides in-depth analytics for that specific message. You can further customize your view by selecting a different conversion metric from the dropdown menu. This helps you pinpoint areas for improvement if your campaign performance doesn't meet expectations.
Compare your performance against your peers
See how your email campaigns stack up against peers in your industry.
Klaviyo offers industry-specific benchmarks to help you compare your performance against similar businesses. To access campaign specific benchmarks:
- Go to Analytics > Benchmarks.
- Click Email Campaigns.
This will show you key metrics like open rates and click-through rates, all compared to other Klaviyo users in your industry.
Confirm your campaigns reached your customer’s inbox
In order for your customers to be able to engage with your campaigns, it is critical to ensure that it reaches their inbox.
The Deliverability Hub analyzes your email health at the account level, showing you key metrics like opens, clicks, bounces, unsubscribes, and spam complaints.
To access the page, navigate to the Deliverability tab under Analytics. If you have text messaging enabled in your account, you can also find yourSMS Deliverability Hubby clicking the SMS tab.
Let’s analyze your results
Seeing unexpected numbers can be surprising (and maybe frustrating), but it’s a normal part of the process. Experimentation is key to finding what works best for your specific audience.
To help you refine your strategy, identify the specific area you would like to improve. Are you looking to boost opens, clicks, conversions, or minimize spam complaints?
After you select your focus, click the corresponding tab below for a few actionable tips on how to boost your results in that area.
Note: Unsure what your results should be? Check out this reference guide outlining performance benchmarks for email campaigns.
Increase open rates
- A/B test your subject lines: Use Klaviyo’s built-in tool to compare different subject lines. Here are a couple tried and true strategies to help increase opens:
- Create urgency (e.g., sale ends in 24 hours)
- Personalize with subscriber names (e.g., Monica, we know you need a pick me up)
- Have a clear call-to-action (e.g., Limited Spots for our Upcoming Webinar. Register Now!)
- Create engaged segments: Tailor your emails to specific segments based on their engagement. Instead of sending a campaign to your full list, try only sending an email to subscribers who engaged with your content within the last 30, 60, or 90 days.
- Clean your list: Regularly cleaning your subscriber list removes outdated, misspelled, or inactive addresses. This ensures your emails reach engaged subscribers who are most likely to open them. This also improves your overall email deliverability.
Increase click rates
- Match your subject lines to email content: Intriguing subject lines are key, but they should also accurately reflect your email's content. Don't bait-and-switch your readers!
- Optimize your links: Make your calls to action (CTAs) clear and easy to find. Use strong CTAs, strategically place links, and ensure your emails render well on all devices (desktop and mobile).
Increase conversion rates
- Focus on conversion driving links: Every link matters: Include strategic links that lead to product pages and directly impact conversions. Follow best practices by:
- Making your links easy to find
- Having a clear call to action
- Ensuring that all links lead to the correct place
- Aim for fewer than 5 links with one primary call-to-action (CTA)
- A/B test your messaging: Segment your audience and show them different versions of your copy and creative. This will help you learn what resonates best. For instance, test showcasing best-sellers vs. new collections, or placing social proof (like 5 star reviews) above or below the fold to see what drives the most conversion among your subscribers.
- Improve the checkout experience: A smooth checkout experience is vital for converting sales. Regularly monitor your checkout process to identify any potential roadblocks that could prevent customers from completing their purchases. Additionally, ensure customers have clear and transparent shipping information. You can include this information in post-purchase emails or easily accessible forms on your website.
Decrease spam complaints
- Make unsubscribing easy: Always include a clear and easy-to-find unsubscribe link in every email. Unsubscribes are preferable to spam complaints, which can damage your email deliverability.
- Double opt-in for verified subscribers: Enable double opt-in to ensure your subscribers actively confirm they want your emails. This reduces the chance of receiving spam complaints from unwanted addresses.
- Avoid spammy subject lines: Ditch misleading or sensational subject lines. Craft clear and concise headlines that accurately reflect your email content.