Build a campaign strategy
Campaigns are perfect for time-based business updates, sales, events, and product launches. Design a campaign strategy for each client that reflects their brand and drives them closer to meeting their quarterly or annual business goals.
Work with your client to develop a consistent monthly framework that outlines how many of each type of campaign you will aim to send each month; for example: 1 monthly newsletter, 2 product highlight emails, 4 promotional emails, and 1 additional flex email per month. Having a consistent baseline will help your agency work efficiently and keep client expectations in line. Your persistent campaign strategy should focus on sending to segments of varying engagement levels to maintain strong deliverability while still attempting to re-engage lapsed subscribers.
If your client uses SMS, you can follow a similar logic and layer SMS campaigns into the calendar based on engagement. Many brands choose to treat SMS as a higher-value channel where they reward SMS subscribers with special deals or advantages that email subscribers don't get. This approach can help you built a robust multichannel campaign strategy.
Campaign channels
In Klaviyo, you can send the following types of campaigns to subscribers.
- Email can be used to announce special promotions and create a sense of urgency to drive action. This helps their business grow as they nurture and convert leads into enthusiastic customers.
- SMS is great for time-sensitive updates or exclusive product launches, events, and sales. It's a more direct communication channel that reaches subscribers immediately; in fact, an average of 98% of all text messages are read, so you can connect with customers quickly and directly.
- Push notifications can be sent for any mobile app-specific alerts, such as timely reminders, app-only deals or collections, product alerts, or asks for information on your app (e.g. “fill out your profile”).
Common types of campaigns
There are many types of campaigns, for example, newsletters, product announcements, promotions, and more. Take a look at some examples below and get inspired by what you can build in Klaviyo.
Newsletters
A newsletter allows you to connect and nurture relationships with subscribers. You can personalize your message to match your business goal.
Check out this sample newsletter from Bola's Baked Goods. They start with a simple call to action to learn more about their recently launched baking kits. It hooks the reader into the email with enticing text. This gives you the power to engage subscribers while encouraging them to become customers. Next, they share a blog post from a bakery community member so other newsletter subscribers can learn how to make their own sweet treats from scratch.
Product announcements
A product announcement campaign is your opportunity to explain what makes your client’s product and brand so special. Brands use this campaign type to share exclusive offers with subscribers and increase sales on specific products.
This Bola's Baked Goods campaign features the newest item on their bakery shelves: donuts!
Promotions
Promotional campaigns can include coupons, price reductions, buy-one-get-one-free promotions, contests, and/or additional offers. Take the time to say thank you to loyal customers with a special promotion just for them. Klaviyo's segmentation engine makes it easy for you to reward your client's most valuable customers with a campaign tailored just for them.
In this example, Bola's Baked Goods shares an exciting promotion with their subscribers: a buy 1, get 1 cookie deal. They send this to customers who live nearby their bakery location and who haven't shopped in the last 30 days. Bola's team thinks that this is just the deal these subscribers need to buy.
Create the client's first email campaign
Send the first campaign from the client's account, learn about Klaviyo’s design tools, and build a thoughtful campaign strategy that will keep subscribers engaged.
Build a new campaign
To create a campaign in Klaviyo, navigate to Campaigns and then click Create Campaign. You can select a channel (e.g., email, text, or push) and then choose your audience (i.e., a list or segment).
We recommend the following settings:
- Name
Choose a clear, descriptive name that will help you easily locate the message in the future. - Recipients
Send to an engaged segment, especially for your first few messages, to start building a strong reputation as a sender. - Skip recently emailed profiles
Leave this setting turned on to avoid overwhelming a recipient with too many messages at once.
Design the message
Choose a subject line for your email. You can take advantage of the subject line assistant tool to auto-generate a subject line based on your campaign goals.
Click Drag and Drop to view Klaviyo’s template library. Browse and select a template and then use Klaviyo’s drag-and-drop email editor to easily customize an email that resonates with your client’s audience. Learn how to use Klaviyo’s email template editor and read more about template design best practices.
Send the first email campaign to an engaged audience
When sending your client's first campaign, make sure to follow the warming guidance that you have chosen to follow. Do not send the very first campaign from a new account to your client's full list. Instead, you should begin by sending to a highly engaged segment.
While email infrastructure must be warmed and trained for good deliverability, SMS and mobile push infrastructure does not. If your client is using SMS or mobile push notifications, then you can begin sending those campaigns to consented subscribers as soon as you see fit.