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Grow off-season revenue by easily tapping into lookalike audiences

Profile photo of author Emily Riedy
Emily Riedy
4 min read
Customer acquisition
November 30, 2023
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Use lookalikes to beat seasonality

Generated by Klaviyo AI

The post explains how brands with strong seasonal swings can use Klaviyo data and Facebook lookalike audiences to drive off-season engagement and revenue. It walks through AriZona Beverage Co.’s contest-based strategy and outlines the practical steps to sync Klaviyo lists with Facebook custom and lead ad audiences.

  • Combat seasonal slumps: Seasonal brands can stay active in slow periods by using customer data and creative campaigns instead of accepting off-season revenue drops.
  • AriZona contest example: AriZona Beverage Co. ran an iced tea flavor contest that captured 27K entries, 15.7K of which were net-new emails, and drove 201% YoY Klaviyo-attributed Q4 2022 revenue growth.
  • Leverage lookalike audiences: Using Klaviyo’s Facebook integration, brands can build lookalike audiences from existing email lists to reach similar high-value prospects efficiently.
  • Connect channels and flows: Email and SMS flows, plus API-connected apps, enable personalized contest messaging such as dynamic thank-you automations for participants.
  • Set up Facebook syncs: Marketers configure the Facebook integration, select ad accounts, map Klaviyo lists or segments to Facebook custom and lead ad audiences, and choose appropriate email or SMS subscription settings.
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If you’re a downhill ski shop that sells boots and equipment, the summer months probably feel like a ghost town in your store.

Or if you’re a swimsuit brand, you likely experience a chill in sales when temps plummet.

Experiencing seasonal spikes and dips is a common obstacle brands face. But the typical rhythms of seasonality don’t have to prevent your business from connecting with—and providing value to—new or existing customers.

With access to all your customer data (both historical and real-time) and intuitive tools that make it easy to act on your data, you can proactively expand your audience—and potentially your revenue. All it takes is a dash of creativity and the Klaviyo platform.

Here’s how AriZona Beverage Co. used Klaviyo’s foolproof 4-step formula to combat seasonal fatigue.

Activate your data to grow your business year round—even when sales are historically slow

During their off season, AriZona decided to create a buzzy online contest. To enter, users built their own iced tea flavor and submitted it along with their email address for a chance to win $10K and have their flavor go to market.

Here’s where Klaviyo came in:

  1. Activate the data you have: Using Klaviyo’s Facebook integration, the team promoted the contest to lookalike audiences based on their existing email list. Of the 27K entrants, 15.7K were net-new email addresses.
  2. Connect with your customers: AriZona sent their existing subscribers flows and campaigns across email and SMS a month before the contest to boost awareness.
  3. Guide your marketing efforts using smart features: They connected the browser-based app where the users built their flavors to Klaviyo’s API so the “thank you for submission” automations were dynamically coded with personalized content.
  4. Grow toward your goals: AriZona Beverage Co. drove 201% YoY growth in Klaviyo-attributed revenue in Q4 2022 because of the contest.

Expand your well and find lookalikes of your best customers

With Klaviyo, there’s no guesswork when it comes to identifying who might be the best people to target with your marketing messages on Facebook.

Klaviyo’s Facebook integration allows you to use your lists and segments to create custom audiences and lookalike audiences directly in Facebook—putting your paid ad spend to strategic use and making wasted dollars a thing of the past.

Here’s how to get started:

  1. After you’ve configured your Facebook integration and confirmed it in Klaviyo, the platform will prompt you to choose which advertising account you want to connect with in order to sync custom audiences. Select your business’s Facebook page.
  2. Select a Klaviyo list or segment from the first dropdown menu, then select a Facebook custom audience from the second dropdown. You can create multiple custom audience syncs.
  3. Make sure the Facebook page you want to sync lead ads for is selected from the dropdown.
  4. To create your first connection, select a Facebook lead ad from the corresponding dropdown, then select a Klaviyo list from the corresponding dropdown.
  5. Click the “Subscriptions” dropdown and select whether to subscribe customers who fill out the lead ad form to your email or SMS lists, or neither (“Do not subscribe”).

Learn how Marine Layer centralizes retail and DTC customer data in Klaviyo.

Read their story
Emily Riedy
Emily Riedy
Emily Riedy is a content marketing manager at Klaviyo where she works to publish content to educate and inspire online businesses owners and email marketers. Owned marketing channels are a means to building a substantial customer base for the long-term, and the content Emily is most passionate about helps business operators create strong business foundations in owned marketing principles. Before Klaviyo, Emily worked at a paid ads agency helping businesses transform their approach to digital advertising. When she's not strategizing marketing content, she is running around the streets of Boston training for whatever race is next up on the docket. She lives in the South End with her 2 year-old basenji Fig and frequents (probably too regularly) the local Spanish tapas spot.
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