Klaviyo Best Practices: What $100M+ Brands Do Differently

Most brands are using Klaviyo at not even half of what it can actually do.

I’m breaking down tons of Klaviyo examples and lessons we’ve learned so far.

Over nine episodes of The Funnels Show, we've reverse-engineered the email and SMS flows behind brands doing a $100’s of millions, even over a billion in revenue. IM8. Grüns. HexClad. AG1. Qure. Branch Furniture.

Then I cross-referenced everything we found against thousands of ConvertFlow customers running Klaviyo integrations.

These are the same patterns we’ve seen working with thousands of ConvertFlow customers over the years on their full funnel strategy and setup.

The same patterns kept surfacing. The same gaps exist for everyone. I’ve boiled them down to a few lessons.

Lesson #1 - Flows Matter

Most brands treat Klaviyo as a broadcast tool when it should be their revenue engine. Ads and your storefront get someone to add to cart.

Klaviyo powers everything after: welcoming new subscribers, recovering the checkout, nurturing across multiple angles, upselling for AOV, and mailing promotions to segments rather than the whole list.

IM8 is the clearest example. They hit $120M in annual revenue in eleven months, and their welcome flow doesn't open with "thanks for subscribing". It opens with a personalized supplement protocol built from the shopper's quiz answers. That's the difference between a $62 first order and a $147 one.

The same pattern repeats everywhere we looked: AG1 escalates a discount ladder, then stops selling on day seven and starts teaching.

Qure's abandonment flow runs eighteen days where most brands quit after three. None of it is holiday blasting. It's automation built around a merchandising and offer strategy that adapts all year.

We broke down IM8's flows step by step, along with HexClad, Grüns and more, in Klaviyo flow examples from top ecommerce brands.

Lesson #2 — Growing Subscribers Is Key

The highest leverage optimization in your Klaviyo strategy is increasing your subscriber volume.

The gap between a 2% email capture rate and a 4% capture rate, compounds subscriber count month over month. Multiply that by your revenue per subscriber, and now you see why winning brands are obsessed with optimizing email capture.

Growing subscribers is how you double revenue while having the same traffic volume, and the same ad spend.

So what's the pattern?

• Across all of the top brands, the popup isn't a popup. It's a shopping funnel.
• The mechanism that grows your list should be the same mechanism that enriches your data and segments your audience.
• Don't separate those two things. If your popup is just collecting emails, you're building a list of strangers.
• If your popup is segmenting people — through a survey, through a quiz, through a question that segments intent — you're building a list of customers you actually understand.
• And that segmentation then drives your Klaviyo email marketing strategy, the automated flows, the mailings, holidays sales and so on.

Want to swap the default Klaviyo popup out and double your subscribe rate?

Use ConvertFlow’s popup builder and templates.

The subscribe popup template is extremely well optimized based on learnings across 1,000’s of brands using ConvertFlow.

1. Ask your shoppers what they’re shopping for.
2. Adjust your incentive offer messaging or discount offer.
3. Connect your form to your Klaviyo flow.
4. Next, apply your discount code to their Shopify cart for them.
5. Collecting SMS? Push that into Klaviyo or any SMS providers you may use.
6. Then, have your popup show best sellers. This can be personalized based on the survey answers. Pro tip: If you have a quiz or bundle to promote, you can also link shoppers to it from ConvertFlow.
7. Last, set your popup trigger. This could be upon exit-intent, time delay, scroll percentage age.

Activate your popup and it’ll start growing your subscriber list for you. In ConvertFlow you’ll see your popup performance, subscriber growth, attribute revenue, etc.

The best part? ConvertFlow’s AI will A/B test and optimize your popup funnel for you.

Here's the video tutorial:

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Lesson #3 — Not recovering AOV

Here's another problem we kept seeing over and over.

While a discount popup increases your subscribers, it can actually lower your AOV and your margins, reducing how much you can afford to spend to acquire a customer.

Your email subscribe rate directly correlates to how aggressive the incentive is that you offer. Anyone can increase their subscribe rate if they just discount more aggressively.

Here’s how to fix this:

Tie your subscribe incentive to purchasing a bundle and guide shoppers to increase their order value.

Pre-built bundles

Some brands like HexClad design their offer funnel around pre-built bundle SKUs.

If you already know what bundles work best, push those bundles right when a shopper subscribes for your discount.

Do it right within the popup. ConvertFlow makes it easy to show personalized best sellers right within the popup.

Also, implement the offer right into your Klaviyo welcome flow.

And if you really want to lock-in AOV, set up your discount incentive to only apply to orders above a certain value, or to specific bundles.

ConvertFlow customer ValYou Furniture tripled their subscribe rate while protecting AOV, by changing the popup messaging from “$50 off” to “Up to 64% off”, where the highest discount would only apply to specific sofas and sectionals they’re featuring.

Quiz funnels

The other solution we’ve found to recovering AOV after discount subscribers is quiz funnels.

When someone takes a quiz, they’re self-identifying their problems and shopper preferences for you to make product recommendations, personalized a bundle just for them.

Top brands like Hims, Farmer’s Dog, AG1, Branch Furniture etc. all have made quiz funnels their primary shopping experience.

• Hims uses quiz funnels to create a personalized perscription
• Farmer’s Dog’s quiz powers meal plans for your dog
• AG1 creates a personalized supplements subscription for you using their quiz funnel
• And Branch Furniture’s quiz funnel styles your home office

We’ve got data to back up why quiz funnels work so well:

ConvertFlow customers see AOV boosts when they launch a quiz.

• Maylindstrom’s ConvertFlow quiz funnel increases AOV 49%.
• HausLabs uses ConvertFlow quizzes to get a 19% higher order rate.
• Synder’s Furniture’s ConvertFlow quiz gets them a 46% higher AOV.
• PeaseDoors? 38% higher AOV from the quiz using ConvertFlow.

Quiz funnels work.

Why? Because a guided shopping funnel doesn’t just convert better than a product catalogue website, it drives higher AOV.

And with higher AOV your options really open up. You can spend more money on ads. You can discount more aggressively to increase subscribe rates year round.

With higher AOV you can go big with your incentives when Black Friday and Cyber Monday come around, because you know that your bundles lock-in the AOV you need.

Still haven’t launched a quiz funnel? Use ConvertFlow’s product quiz template.

It’s the same quiz template used by those customers seeing 44% higher AOV.

• All the quiz question answers automatically sync right into your Klaviyo custom fields.
• Your subscribe incentive can be right into the middle of the quiz funnel, gating the results behind a form.
• And you can get fancy with conditional logic and AI-powered recommendations to deliver personalized bundles for shoppers.
• The product quiz funnel’s progress bar can show how much is needed to add to cart to get a bigger incentive.
• Product heroes can highlight a recommended product or bundle SKU, complete with FAQs, reviews etc.
• Product feeds can dynamically recommend products based on quiz answers, cart status, order history and more.
• Or just a show recommended bundle that shoppers can add multiple products to cart  from one click.
• What if shoppers abandon the quiz funnel? Link them back to their quiz results in your Klaviyo email & SMS flows, ConvertFlow will skip them to their original product recommendation.

Once you’ve got a quiz funnel, now your Klaviyo email strategy can revolve around driving subscribers to take a quiz, to find their product, to build their personalized bundle, etc.

Lesson #4 — No Post-Click Strategy

Another the pattern we kept seeing is that top brands Klaviyo strategies don’t rely just on send emailing traffic to product pages.

They drive email traffic to dedicated landing pages that match the angle of the email.

Here’s the problem with sending email traffic to your product pages and collections:

• Think about what happens in the typical setup. Your Klaviyo email makes an offer. They click.
• They land on a generic collection page with twenty products. There’s too many links, lots of distractions, and most shoppers bounce.
• You're asking shoppers to connect dots when you should have already connected for them.

Instead, what we see working for brands is they’ll link to message-matched landing pages dedicated to the product or bundle offer referenced in their email.

• HexClad drive subscribers to landing pages selling bundles for their pans and knife sets
• Qure Skincare sends shoppers into beautiful landing pages built for their holiday offers
• AG1 drives subscribers to back to their welcome kit offer landing page

We great results with this approach with ConvertFlow’s customers.

The bedding brand ChiliPad worked with the ConvertFlow agency partner McGaw.io to create message-matched landing pages for their holiday sales.

The result? 41% higher AOV from their message-matched landing page vs their store.

The lesson here is that brands that take control of the post-click experience in their email marketing reduce the bounce rate and drive higher order value.

If you’re not already creating message-matched landing pages for your Klaviyo emails, here’s how to do it:

1. First, choose a landing page template in ConvertFlow.
2. Then, click to remix it using AI.
3. You paste your email message in the AI instructions
4. Or, you can upload an image like an email visual or ad creative
5. ConvertFlow’s AI will then generate a landing page for you based on your creative using the template you selected
6. Make your edits. Set the landing page URL and start promoting!
7. In the stats, you’ll see your landing pages performance, attributed revenue, AOV, order count etc.
8. Then, ask ConvertFlow’s AI what to A/B test next.

Recap

Okay, those our main lessons studying the Klaviyo strategies of 100’s of brands.

1. Don’t just blast your list. Klaviyo flows can drive compounding growth
2. Growing your subscribers is key. Optimize your subscribe rate.
3. Don’t just discount and hurt AOV. Increase AOV funneling shoppers to bundle offers, quiz funnels and use Klaviyo to get shoppers back to their personalized offer
4. Have a post-click strategy. Don’t just send shoppers to product pages and collections. Send them to message-matched landing pages and bundle sales pages that drive more revenue.

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