If you’re well-versed in the world of digital marketing tools – especially if you’re an eCommerce brand – then you’ve probably heard of Klaviyo. But even if your business does not have an online store or platform, Klaviyo’s marketing features can prove useful. Although Klaviyo is typically targeted towards eCommerce, there are so many other operations and features offered by this service that support and improve the marketing efforts of all businesses.
Before we dive into why your non-eCommerce brand should consider Klaviyo, let’s first discuss a few ways this service can benefit your business.
Two of the most popular marketing strategies – email and SMS – aren’t just designed for eCommerce. In fact, email marketing is a great way for non-eCommerce businesses to spread brand awareness, be in contact with customers, and promote any sales or special offers. If you have an existing mailing list or are considering introducing one, they can be used in Klaviyo to continue to market your business to customers.
Since our team at Zero Gravity Marketing recommends a combination of dynamic text and designed graphics in email campaigns, Klaviyo’s template builder allows for greater design capabilities that combine both. This helps to ensure better deliverability and proper rendering across all Inbox Service Providers (ISPs), which in turn keeps emails out of customers’ spam and junk folders.
Klaviyo’s SMS messaging is also beneficial for businesses that want to improve their customer satisfaction and experience. Their two-way messaging feature is actually geared towards enhancing the communicability of a brand, as it allows customers to communicate directly with your business. And if you’re a non-profit, SMS also allows for donation flows in accounts.
While email marketing is one of the more popular tools for eCommerce and non-eCommerce brands, Klaviyo offers a variety of other features that make it an excellent service for all businesses.
Segmentation is a useful marketing strategy. If you aren’t familiar with the process, it involves dividing your customer pool into sub-groups with shared characteristics – like interests, age-groups, past-purchases, dollar-amount(s) spent, etc. For eCommerce and non-eCommerce businesses alike, segmentation can prove useful when it comes to targeting your audience(s) with content or campaigns.
With Klaviyo, segmentation provides businesses with deeper customer insight and is user-friendly and easy to do. This feature also offers various combinations and criteria with all the properties and metrics within the account. You can build automated segmentation lists based on customer behavior, target these groups through events, and see better results from your marketing campaigns.
Segmentation is, essentially, a niche marketing tool that allows your business to target audiences based on their behavior and interactions with your brand. So, if you are looking to strengthen your marketing efforts and see more turnover from your campaigns, choosing a platform like Klaviyo that puts emphasis on segmentation can prove beneficial for non-eCommerce brands.
With Klaviyo, the flow builder is another user-friendly tool that has various conditional flow segments, A/B splits, and trigger filters which can be applied to suit almost any need! The platform also comes with built-in flows to increase subscriber engagement and customer loyalty. These include flows that enrich subscriber profiles and can then be used for segmentation and more personalized marketing.
This tool can be especially useful for non-profits, which can use built-in flows to make their marketing more relevant through the use of targeted segmentation based on factors like donation amount(s), date of donations, location, and behavior.
If you’re looking to make your non-eCommerce brand a bit more accessible for clients, you should consider Klaviyo for SMS messaging. Once your business has accumulated SMS consent (which can also be done with Klaviyo’s form builders), then you can easily send SMS reminders for appointments, donations, or upcoming events.
This two-way messaging feature allows businesses to easily communicate with and market to customers via their mobile devices. This allows for easy and seamless communication between your business and customers – which builds brand loyalty. The feature also makes your business more personable and communicable, adding value to the customer experience.
Pop-ups are an especially popular marketing feature for eCommerce brands. But they can also be useful for non-eCommerce businesses. Pop-ups don’t necessarily need to gather a customer’s contact information – they can just be informative!
Your brand can create pop-ups that are targeted to your current subscribers announcing any new promotions, special deals, events, or other relevant information. Pop-ups are also useful in keeping your consumers in the know about and interested in your brand.
Something we always emphasize here at ZGM: Every business is unique. It’s not just about what you do or sell, but every brand also has a unique culture and tone of voice. A great way to reflect your business’s values and individuality to customers is through email campaigns.
This is where Klaviyo comes in. With Klaviyo’s variety of design templates, this platform makes it fun and easy to capture the essence of your brand in a way that will resonate with customers – because email campaigns aren’t just about marketing your business but also building a brand identity.
Email marketing doesn’t necessarily have to direct users to a website. Instead, if you’re a non-eCommerce brand, you can use these campaigns to direct customers to your store. Now more than ever, people are craving human interaction, face-to-face contact, and getting back to the way things were. Your brand can use this to your advantage and as a part of your email campaigns by urging customers to visit in-store for an added-value experience.
Whether you are a non-eCommerce brand already well-versed in the benefits of Klaviyo or this is your first introduction, Zero Gravity Marketing is experienced in providing our clients with the best marketing tools. For marketing services that will boost your sales, drive customers traffic, and make your business more competitive, consult with our team. Contact ZGM today to learn more about how we can help your non-eCommerce brand thrive.