When building your ecommerce business and tech stack, many platforms and sales channels come into play. You have your ecommerce platform, marketing automation, order management system, and ecommerce operating system, plus your retail and marketplace channels — the list goes on!
To help you learn how to build the ideal ecommerce technology stack, we’ll be providing a series of valuable tips for integrating platforms. In this article, we focus on best practices for integrating Klaviyo and Shopify, along with tips to maximize results.
Why integrate Klaviyo and Shopify
When selling online, living by the saying ‘build it and they will come’ just won’t cut it.
Shopify is a modern ecommerce platform that allows small businesses and enterprise companies to sell online directly to consumers. While the platform has some email capabilities, it’s not as powerful as what Klaviyo offers.
Klaviyo’s SMS and email marketing automation platform enables brands to reach customers with personalized messages at the right time and place. When you integrate Klaviyo with Shopify, you can automate messages based on customer actions on the DTC channel.
For example, say a customer purchases a bag of dog food from your online store. You can set up a trigger in Klaviyo that automatically sends an email 30 days post-purchase to remind and motivate the shopper to buy again.
9 steps to integrate Klaviyo with Shopify
Integrating Klaviyo with Shopify is fairly straightforward.
- If you’re a Shopify merchant, make sure you have a Klaviyo account before starting the integration process.
- Log into your Klaviyo account, go to the Integrations tab, and search for Shopify.
- At that point, you’ll be able to configure Shopify settings in Klaviyo before integrating the two accounts. You can always go back to these settings at a later point and make updates.
- In the Klaviyo platform, check the “collect email subscribers” to automatically add customers that opted into email marketing to Klaviyo. Check the “collect SMS subscribers” box to automatically add all customers that opted into SMS text messages.
- After configuring your settings, click Connect to Shopify — this will redirect you to your Shopify account.
- In the Shopify platform, review the permissions and begin syncing data between Shopify and Klaviyo by clicking Install app.
- You’ll see a green success call out when the syncing is complete.
- Back in the Klaviyo platform, toggle on the Klaviyo app embed for your online store in the Klaviyo platform — this lets Klaviyo track customer events on Shopify. Klaviyo identifies store browsers that need to be engaged. You’ll notice that Viewed Product will automatically be checked — this creates an event for when a user views a product page.
- Go back to the Shopify integration settings page in Klaviyo to check that the onsite tracking setup is done — you’ll see a green call out saying the “Klaviyo app embed is enabled to your Shopify store.”
For further details around the Klaviyo Shopify integration, visit Klaviyo’s help page.
How to maximize results once you integrated Klaviyo with Shopify
Now that you have a powerful marketing automation tool integrated with your ecommerce platform, it’s time to see a return on your investment.
Klaviyo uses smart technology to build email lists and deliver personalized messaging at the most opportune times in the customer journey. In the Klaviyo platform, you can set up automated email marketing campaigns, SMS campaigns, and forms to capture email addresses and phone numbers.
Here are a few ways to use Klaviyo and Shopify to help drive online sales:
- Segment customers based on demographic data and shopping behaviors. By segmenting your email and SMS marketing lists based on data, you can personalize the messaging and make it relevant to each shopper’s needs. You can segment lists based on various factors, including products viewed, purchase frequency, average order value, location, and loyalty status.
- Use mobile-first forms to capture email addresses. When a first-time shopper visits your site, implement simple forms to capture email addresses and other customer information (Ex: Who are they shopping for? What product categories are they interested in?). You can use this data to personalize the email welcome series.
- Turn browsers into customers. Chances are you won’t convince most shoppers to convert when they visit your site (the average ecommerce conversion rate ranges from 2% to 4%). However, you can use Klaviyo to re-engage browsers by sending them a personalized email with a link to the viewed product and a testimonial to help them feel confident in their purchase.
- Turn customers into repeat fans. You don’t sell a product, you sell a brand. Which means not every email or SMS communication needs to be about a product. Klaviyo allows you to send personalized content, such as how-to articles or relevant news. This adds value to your brand in the eyes of the customer during non-purchase periods.
- Accurately predict the future. As you become more proficient in Klaviyo’s platform, you can leverage its artificial intelligence capabilities to A/B test and predict a customer’s next step in the online shopping journey.
How to integrate Klaviyo and Shopify data with all other marketplaces and marketing channels
Klaviyo is an advanced marketing tool that gives you direct access to customers, but it’s likely not the only marketing tool or channel in your arsenal. While living in a world with so many disruptions — rising acquisition costs, supply chain squeeze, and the great resignation to name a few — you need as much data, and more importantly insights, to make tactful decisions.
- How much time should I be investing in Klaviyo?
- Do some products perform better when promoted through Klaviyo versus other channels?
- Do I have high converting products on Amazon that I should be promoting through Klaviyo?
- How does Klaviyo performance compare to paid ad performance across Google, Amazon, Target, and Walmart?
These are all questions that can be answered if you have a unified data solution for all of your marketing and sales channels. Like we said earlier, you can spend hours and hours of time exporting data, uploading into a spreadsheet, and trying to analyze it to glean useful insights.
But that’s time you can’t spend on optimizing messaging and marketing campaigns to further drive profit.
This is where an ecommerce operating system comes into play — and makes your life easier!
When you integrate Klaviyo, Shopify, and your marketplace and retail channels with an ecommerce operating system, you can:
- Holistically view data in real-time. Shopify, Klaviyo, and your other marketing tools and marketplace channels all integrate with an ecommerce operating system. By feeding data from each of these channels and platforms into a unified platform, you normalize SKU-level data, and you can easily compare performance and quickly pivot marketing strategies to maximize results.
- Automate AI-driven insights. What if you had a platform that told you exactly which Klaviyo campaign to pause because inventory is running low? Or suggests running a more aggressive ad campaign for a low performing product on Shopify? An ecommerce operating system can deliver these insights so you know exactly what actions to take on any given day to drive profit.
- Measure Klaviyo campaign reach, engagements, and engagement rate — broken down by product. This helps you understand which products perform well in email or SMS compared to other marketing channels, such as Google or Walmart ads.
- Compare Klaviyo campaign performance against other marketing channels. Are you getting more reach with your Facebook ads but less engagement than Klaviyo? This could indicate that the Facebook ads aren’t as relevant or effective as Klaviyo campaigns.
- Analyze data across any time period. As you’re maximizing the capabilities of the Klaviyo Shopify integration and optimizing campaigns using Klaviyo’s A/B testing tool, you want to make sure you see an improvement in performance over time.
Integrating Klaviyo with Shopify is only the first step in acquiring new customers and turning customers into loyalists. By unifying all of your marketing, sales, and inventory data into a single source of truth, you get a holistic view of ecommerce performance and automated insights to make more profitable decisions.