Tool for E-commerce
The automation tool that is transforming the marketing strategies of many companies.
In our coworking space in Madrid, we interact daily with professionals and companies that manage all kinds of digital projects. Many of them use Klaviyo as a key part of their marketing strategy and it is no coincidence: the tool has become one of the most complete for automating communications and enhancing customer relationships. Hearing their experiences and seeing the results they achieve makes it easy to understand why more and more brands are investing in it.
Sending mass emails or improvising campaigns is no longer enough. Users expect relevant, personalized messages to be delivered at the right time. And that is where Klaviyo truly makes the difference. We constantly see it in our spaces: companies that implement even a minimal strategy notice a clear increase in sales, loyalty, and internal efficiency.
That is why we have prepared this article. Our goal is to explain what Klaviyo is, how it works and why so many companies consider it an essential ally. Everything is explained simply, practicallly and without unnecessary technicalities. Here is a clear guide to understanding if this tool fits your business and how to start using it from day one.
What is Klaviyo?
Before exploring its functions, it is important to understand what Klaviyo is and why it has become a key tool in modern digital marketing. Klaviyo is essentially a digital marketing platform designed to help businesses to communicate with their customers more personally, efficiently and, above all, more profitably. While it is often associate with email marketing, it goes much further: Klaviyo combines automation, data analysis and multichannel communication (email and SMS) to help brands build stronger, longer-lasting relationships with their audience.
The tool was created with e-commerce in mind and that is evident in every detail. It is not just a program for sending newsletters; Klaviyo is built around the real user behavior: what they buy, when they buy it, which products they browse, how much they spend, if they abandon a cart or if they have not returned in months. With this data information, it allows for sending hyper-personalized messages at the exact moment they can have the greatest impact. In other words, it turns data into meaningful conversations.
The main key to understand what Klaviyo is, is simple: “the better you know your customers, the better decisions you can make”. The platform acts as a great “data brain” that centralizes information from your online store, campaigns, integrations and any other connected sources. All of this is accessible without advanced technical knowledge. The interface is designed so that any marketing team can use it easily.
Unlike generic tools, Klaviyo integrates deeply with platforms like Shopify, WooCommerce or Magento. This allows it to access real-time transactional data which is essential for automating messages such as abandoned cart reminders, personalized product recommendations or post-purchase emails. This specialization in e-commerce is likely what has made Klaviyo into one of the most popular solutions among brands of all sizes.
Another important aspect is that Klaviyo does not send messages: it measures, compares and learns. Every email, SMS and every automation generates data that the tool analyzes to show what works and what should be improved. This allows strategies to be optimized progressively without major overhauls.
Segmentation is another key featrure Klaviyo groups users based on behavior, interest or purchase history making messages truly personalized. For example, you can create a segment of customers who purchased in the last 30 days, another of those who have browsed without buying or a segment of people who typically purchase a specific product type. Each segment receives tailored content.
This advanced segmentation is one of the reasons Klaviyo stands out. It allows for the creation of highly specific user groups without technical difficulties, translating into better results, higher engagement and a more natural and stronger relationship with the audience. For many businesses, this represents a huge leap compared to the traditional mass sends.
Another essential key for understanding what Klaviyo is, is its capability It enables communication flows triggered by user actions or situations: a new subscriber receives a welcome sequence, an abandoned cart triggers a reminder, a purchase receives a personalized message and so on. This reduces manual work for the marketing teams while delivering the right message at the right time.
Finally, Klaviyo is also designed to scale. It does not matter if you are starting with a small store or if you are processing thousands of orders per month: the platform grows with your business. Its complexity increases only when you choose to add more advanced features. If you need them, they are available and if you prefer to maintain a simple strategy that is also possible.
Key Features of Klaviyo
Klaviyo is valued for its ability to combine automation, data and personalization on a single platform. It is not just a newsletter manager; it is a platform designed so that every message makes sense and arrives at the right time. Here are its most important features explained clearly:
Email Marketing for e-comerce: Klaviyo offers a high level of personalization. Although at first glance it may seem like other programs on the market, the difference lies in the depth of control it offers. You can create one-off campaigns or automatic sequences based on the real behavior of your users. Furthermore, the editor is visual, very intuitive and allows you to design attractive emails without needing to know HTML. Templates, reusable modules, dynamic blocks… everything is designed so that the marketing manager can focus on the content, not the technical aspects.
Integrated SMS marketing: SMS is increasingly important for brands seeking to increase their conversion rate. We are not talking about sending mass messages but about using them intelligently. Klaviyo allows combining email and SMS within the same automation, opening the door to more efficient sequences. For example: sending an SMS if an abandoned cart email goes unopened. This multichannel integration makes a notable difference in sales.
Advanced segmentation: This is where the platform demonstrates its true potential. You can create segments based on demographic data, interests, browsing behavior, purchase history, time since the last interaction, customer value, purchase frequency and dozens of other variables. And the best part, everything updated in real time. This allows for sending hyper-personalized messages effortlessly, something other platforms only partially achieve.
Data management: Its integration with platforms like Shopify, WooCommerce, or Magento allows for the synchronization of purchases, carts, visits, viewed products and any other relevant action. That is, every customer has a live and detailed profile within the tool. This is the key for automation to function precisely. It is not about sending more messages but about sending the right ones.
Within Klaviyo’s automations, there is another essential feature: flows. Automated flows allow you to create advanced sequences that act based on user behavior. Klaviyo includes dozens of pre-configured automations ready to use welcome, abandoned cart, post-purchase messages, reactivation campaigns, back-in-stock alerts, product recommendations, confirmations… And if you need something more specific, you can create your own flows by dragging and dropping blocks. Automations can be customized down to the smallest detail: waiting times, conditions, channels, branches based on behavior… practically any logic you can imagine can be built without programming.
In the realm of analytics, Klaviyo also shines. Comprehensive dashboards allow easy interpretation of opens, clicks, conversions, revenue, segments, sales forecasts, and Customer Lifetime Value (CLV).
Another particularly useful feature for brands with large catalogs is product recommendations based on data intelligence. Klaviyo analyzes user behavior along with the global sales history to automatically suggest relevant products in every email. Thus, the content stops being generic and adapts to each person without the need to design hundreds of variations.
Integrations. Klaviyo connects with e-commerce platforms, CRM, review systems, loyalty apps, advertising tools, and more, centralizing all brand communication.
Advantages of using Klaviyo
Talking about the advantages of Klaviyo means talking about why so many brands especially in e-commerce, but also physical businesses and hybrid projects have adopted it as the central tool for their marketing strategy. It is not a matter of a “fad,” but of functionalities that genuinely make a difference in day-to-day operations: more sales, less manual work and communication that is much better tailored to what each customer needs at any given moment. Let’s review its main benefits with a practical and easy-to-understand approach.
The first, and probably the most obvious, advantage is its ability to personalize messages at scale. Klaviyo does not send generic emails but emails and SMS adapted to the behavior, purchase history and preferences of each customer. And this does not require advanced technical knowledge. The tool automatically collects and connects data so you can send truly relevant messages without having to perform manual segmentation each time. In an environment where personalization has become an expectation, not a luxury, this capability makes an enormous difference.
Another clear advantage is its deep integration with e-commerce platforms like Shopify, WooCommerce, or Magento. We are not talking about superficial synchronization but a connection that pulls real-time data: products viewed, abandoned carts, completed orders, customer value, repeat purchases… That information is gold for any automated marketing strategy, because it allows messages to be triggered precisely when they can have the greatest impact. For example, if a customer repeatedly views a product but does not buy it, Klaviyo can detect this behavior and send them an email with a recommendation or a review to reinforce the decision.
Advanced automation is another key advantage. Klaviyo facilitates the creation of flows that activate themselves without manual intervention. From the classic welcome sequence to complex sequences with different branches based on user behavior, everything can be configured visually and simply. This frees up a lot of operational work for the marketing team, which can focus on improving the strategy instead of performing repetitive tasks. Furthermore, automations do not just save time: they also increase revenue, because they send messages at the perfect moment, which increases conversion.
Another strong point is its dynamic segmentation, something that many tools promise, but few execute well. Klaviyo allows you to create segments as specific as you want and keep them updated automatically. Customers who have purchased in the last 90 days? Users who added a product to their cart but never bought it? People who only buy discounted items? VIP customers based on total spent value? All this can be created in a matter of seconds. This precision makes communication much more efficient and avoids mass campaigns that only generate noise.
An advantage that is often overlooked is its accessible data analysis, designed so that not only analytics experts can understand it. Klaviyo’s reports show very visually what works, what does not work and what could be improved. You can see which emails generate the most revenue, which automations convert best, which segments are the most profitable, or how LTV (Customer Lifetime Value) evolves. This data allows for making informed decisions without having to resort to external tools or manual processes.
It is also important to highlight its ability to increase sales without increasing sales pressure. And this is important. Klaviyo does not seek to “hammer” users with constant messages, but to accompany them through their natural buying process. It is common for a store to increase its revenue just by implementing the basic flows welcome, abandoned cart, post-purchase, recommendations and reactivation without having changed anything else. The tool takes advantage of every opportunity intelligently and without bothering the user.
Another interesting advantage is its scalability. Klaviyo works just as well whether you have 500 contacts or 500,000. As your business grows, the tool grows with you. You can start with the basics and when your strategy matures, activate more advanced features like behavioral predictions, audiences for paid campaigns, or dynamic product recommendations. You do not need to change platforms when your company advances, and that avoids complex migrations or data loss.
Finally, it is worth mentioning its ecosystem of integrations. Klaviyo connects with review tools, loyalty systems, CRMs, advertising platforms, customer service tools and much more. This turns the platform into an operational center where all your business information flows which helps maintain a unified customer view and better coordinate marketing efforts.
In summary, Klaviyo stands out because it combines power, simplicity and results. It allows you to personalize communication, automate processes, better leverage data, and increase sales without technical complications. For any company that wants to take a qualitative leap in its digital strategy, especially if it has an e-commerce component, it is a tool that makes a difference.
How to Get Started with Klaviyo
Getting started with Klaviyo might seem like a complex process if you have never worked with an advanced automation tool, but it is actually designed so that any business can launch it without needing technical knowledge. The key is to follow a series of well-organized steps and understand what you need to configure from the beginning for everything to work smoothly. Below, I explain how to start with Klaviyo in a clear, practical way and without complications.
The first step is to create your account. Registration is simple: you go to the Klaviyo website, enter your details, and within minutes, you have access to the control panel. At this point, the tool will ask you some questions about your business: whether you have an online store, what platform you use, how many contacts you have, and other basic details. These questions serve to adjust the initial configuration and recommend relevant integrations and automations. Although they may seem trivial, answering them well will help make the experience smoother from minute one.
Once inside, one of the most important steps arises: connecting your store or your main system. Klaviyo is designed to function as a brain that centralizes data, so integration is essential. If you work with Shopify, WooCommerce, Magento or another popular platform, the connection is usually completed with a couple of clicks. In the case of Shopify, for example, you just need to install the official app and authorize the permissions. This integration automatically synchronizes critical information such as orders, carts, viewed products, and customer data. If your business is not e-commerce, you can also connect other tools or manually upload your contacts.
The next step is to import your contact database. It is important to do this carefully to maintain a good level of quality. Klaviyo allows you to import lists from CSV files from your old email marketing platform or from direct integrations. Before uploading anything, review that the lists are clean: eliminate duplicate emails, inactive addresses, or contacts without permission. A solid foundation from the start improves email deliverability and avoids problems with the first sends.
After importing the list, it is time to organize it into segments and lists. Klaviyo works with both concepts, although its philosophy always leans towards dynamic segments. Lists are fixed groups, ideal for things like newsletter subscribers or VIP customers. Segments, on the other hand, update automatically based on criteria you decide users who frequently open your emails, customers who have not purchased in more than 90 days, buyers who have spent more than a certain amount, etc. Creating these first segments will help you start working with more personalized messages from the beginning.
The following step and one of the most important ways for starting off on the right foot, is to configure your brand identity within Klaviyo. This includes uploading your logo, defining your color palette and choosing the fonts you will use in your emails. Once configured, you can create personalized templates that will save you a lot of time in the future. The Klaviyo editor is visual and very flexible so you can set everything up to your liking without needing technical knowledge.
A key point for deliverability comes next: verify your domain and configure sending via your own domain. This prevents your emails from appearing as spam or being sent “on behalf of Klaviyo.” The process involves adding some DNS records to your domain provider (Cloudflare, GoDaddy, DonDominio, etc.) and although it may sound technical, Klaviyo guides you step-by-step. Taking this small technical leap makes a big difference in your opening rates.
Once the basic configuration is complete, it’s time to activate your first automations or “flows.” If you are just starting, the essential flows that should not be missing are welcome, abandoned cart, post-purchase and reactivation. Klaviyo offers ready-made templates that you only need to adapt to your tone and style. The ideal is not to overcomplicate things at first: start with the basics and when you are comfortable, add more advanced logic or additional flows.
It is also highly recommended to dedicate some time to configuring subscription forms. Klaviyo allows you to create pop-ups, banners and embedded forms to capture new contacts. You can personalize them based on the page, user behavior, or device. If they are implemented correctly, these forms are usually one of the main growth engines for your list.
Finally, before launching any campaign, review your privacy settings and GDPR compliance. Although Klaviyo offers integrated tools to manage consent, it is important that you adapt your forms, messages, and strategies to European regulations. For a business in Spain, this is not optional.
Essential Automations
When we talk about Klaviyo, we often think of one-off campaigns or newsletters but what truly makes the difference in this tool are its automations. The so-called flows are sequences of messages that are sent automatically based on the user’s behavior, timing, or profile. They are, literally, the heart of Klaviyo. The best part is that they work alone: once configured, they generate sales, loyalty and engagement without you having to monitor them every day.
Below, we review the essential automations that any business should activate from the start to harness the platform’s full potential.
Welcome Flow
This is the basic automation par excellence. When someone subscribes to your newsletter, participates in a form or simply leaves their email at some point in the process, Klaviyo can activate an automatic welcome sequence. This flow is not just a greeting; it is the first formal impression your brand conveys.
A good welcome sequence usually includes between 2 and 4 emails:
- An initial message offering a welcome.
- An email introducing your values, your story, or your value proposition.
- A third email with useful content (guides, tips, resources, recommended products…).
- In some cases, an offer or discount code to incentivize the first purchase.
The goal here is not to sell at all costs but to establish a relationship of trust from the very beginning.
Abandoned Cart
Probably the most profitable automation of all. Most users who start a purchase do not complete it and Klaviyo allows you to recover a significant portion of those carts by sending automatic reminders.
The abandoned cart flow usually includes:
- A first gentle reminder after 1 or 2 hours.
- A second message after 12–24 hours, reinforcing the value proposition or showing opinions from other customers.
- An optional third reminder, especially useful in stores where the average ticket price is high.
It is not necessary to offer discounts at every step. Often, the simple reminder is enough to recover the sale.
Post-Purchase
This flow is essential for building loyalty and improving customer experience. After completing a purchase, the user wants to feel supported and well taken care of. Klaviyo allows you to automate messages such as:
- Personalized purchase confirmation.
- Useful information on how to use the product or how to care for the item acquired.
- Recommendations based on what they have bought.
- Requests for feedback or reviews.
The goal here is not to sell immediately but to enhance the experience and strengthen the relationship. A good post-purchase sequence can convert a one-time buyer into a recurring customer.
Reactivation or Winback
Not all customers return on their own. Many cool off overtime and stop interacting. The reactivation flow serves to regain their attention without being invasive.
You can automate messages such as:
- “It’s been a while since we last heard from you…”
- Personalized recommendations based on past purchases.
- Useful content or news that might interest them.
- In some cases, an exclusive offer to encourage them to buy again.
This type of automation is key to keeping the database alive and preventing it from filling up with inactive contacts.
Browse Abandonment
Klaviyo tracks users who visit products multiple times without adding them to the cart. That intent can be converted into sales if managed well. This flow sends a gentle email reminder about that product, shows alternatives or explains why that item might be suitable for the user.
It works especially well in sectors such as fashion, cosmetics, electronics or home décor.
Back in Stock and Low Stock
Perfect for products that frequently sell out. Klaviyo can automatically notify customers when an item is back in stock or when stock is running low. These are highly effective automations because the user receives exactly the information they are waiting for.
Anniversary or Special Dates
These flows allow you to send personalized messages based on relevant dates: birthdays, anniversary of the first purchase, first subscription…
These details humanize the brand and often generate conversions without the need to offer aggressive discounts.
Conclusion
Klaviyo has established itself as an essential marketing tool for any business that wants to communicate with its customers in an intelligent, personalized and data-driven way. It is not just about sending emails but about creating experiences that accompany the user throughout their entire purchasing and loyalty process.
Its power lies in automation, advanced segmentation and integration with e-commerce platforms, which allows for increasing sales without adding more manual work. However, to get the most out of it, it is important to configure it well from the beginning and maintain a coherent strategy.
In summary, Klaviyo is a solid, flexible and results-oriented solution. A tool that, if used with intention and planning, can become a true ally for the sustainable growth of any digital business.
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