We recently caught up with Gabe Flateman, one of the co-founders of Consignd
, about how they’ve been using Klaviyo for segmentation, targeting and analytics (and what led them to choose Klaviyo in the first place).
Tell us a bit more about Consignd…
With Consignd, you can open an online store, sell awesome products from independent brands, and earn 5X the average affiliate – all without the need for logistics. More details in the video above.
What were you looking for in an email and analytics tool?
As a programmer and very fickle consumer myself, I really appreciate the value of asking the right question, or providing the right piece of information to our customers, at the right time and in the right context.
We wanted an analytics tool that didn’t just send us data, but allowed us to plan, react, and ultimately measure our reaction’s success – all based on whatever parameters we deem most valuable.
What ultimately led you to choose Klaviyo?
Besides doing everything above, we chose Klaviyo for its incredible ease and extensibility. Want to advertise our new home goods to people who browsed in lighting? Send some info about that t-shirt sitting in your cart? Welcome new store-owners after they completed the setup process?
In Klaviyo we can do it all with minimal setup, and basically no prep-time whatsoever.
How have you used Klaviyo as you’ve launched over the past few months?
We’re segmenting our users more, and trying to send the perfect email for them. Sending dozens of emails per week would cause a revolt.
So how do we get the absolute most benefit out of the few emails we send? Chances are, it doesn’t involve sending the exact same message to 100% of users. By targeting more specifically and personally, we hope to send messages that are more useful, and certainly less annoying.
What are the key things you use Klaviyo for?
In addition to targeted product emails, we’re sending a lot of educational messages to our store owners. For example, we found that MacBook Air cases were selling really well following the release of the new model. So we sent out an email to that segment urging these folks to add it to their store and publicize their new product. We’re well on the way to having the most useful, actionable emails around.
Who on your team uses Klaviyo?
Pretty much everyone. That’s one of the great parts. With all this data coming in, any one of us can set up a new campaign.
Quick thoughts on some of the automated emails you send?
Love that the ‘read email’ notifications show up in our activity stream. It makes it feel much more about the analytics of a relationship, rather than the analytics of events triggered just on the website.
What else did you consider/trial?
We played around a bit with customer.io
to send notifications to our customers. While they both have their perks, neither one is as responsive to our needs as Klaviyo. We can set up some seriously confusing list conditions, and Klaviyo handles it all in stride.
What other tools are you currently using that are awesome?
For analytics, we love segment.io
to keep our integrations tidy, and Google Analytics/Mixpanel for our more intense data-mining.