Marketing isn’t broken—but the way you’ve been asked to do it is

Think back for a moment.

You used to carry a paper map for directions. A flip phone to call a friend. A camera for photos. A laptop for email. A planner to track your week.

Everything worked…until it didn’t. It’s not that any one tool was broken. It’s that they weren’t built to work together. You didn’t realize what was missing until it all came together with the launch of the smartphone. It wasn’t just convenience—it was connected context.

Today, B2C marketing is facing that same inflection point.

B2C marketing wasn’t built for how people shop now

Your customers bounce between channels constantly: TikTok in the evening, email in the morning, an abandoned cart text midday. In fact, 77% of consumers shop across at least 3 channels, and more than 20% use 5 or more. They scroll, click, compare, bounce, come back, and buy—sometimes days later, sometimes minutes.

But your marketing stack wasn’t built for that. It’s basically duct-taped together. Email in one platform. SMS somewhere else. WhatsApp, if you have it, is probably a bolt-on. Attribution is a spreadsheet. And your campaign builder? It’s more like a message scheduler than a campaign engine.

And consumers notice. More than half of them have intentionally ignored a message on one channel, hoping to get a better offer elsewhere. And nearly 40% say brand messages should feel either connected or personalized across channels—but rarely do.

That’s not your fault. You’ve been doing the best you can with tools that weren’t designed for the job.

Today, we’re launching something smarter––because you deserve better

We’re not just connecting more channels. We’re connecting the entire customer journey—powered by real-time data, orchestrated with AI, and measured by what actually drives growth.

This is what omnichannel marketing should have always been. Here’s what’s new.

1. The Omnichannel Campaign Builder: your new marketing command center

Plan, launch, and measure multi-audience, multi-message campaigns across email, SMS/RCS, push, and WhatsApp—in one intuitive canvas, across multiple days, without switching tools or duplicating work.

Say goodbye to batch and blast. Say hello to plan, orchestrate, measure—all in one canvas.

2. Channel Affinity AI: smarter sends start here 

Spray and pray is dead. Our new AI-powered channel affinity makes it obsolete.

This feature tracks engagement patterns at the individual level—email, SMS, WhatsApp, push—and determines where and when each customer is most likely to engage. You can use that intelligence to guide flows, build smarter segments, or dynamically adjust channel strategy in a campaign.

And it matters: consumers’ preferences change not just week to week, but hour to hour. Our research shows 76% of consumers prefer SMS during the day, but shift to mobile apps and social channels in the evening.

Even better? You get more out of every message by prioritizing the channels where customers are most likely to engage—so you can coordinate smarter, follow up strategically, and make the most of every dollar you spend.

3. What’sApp and RCS: rich conversations, built in

We’ve added native support for WhatsApp and RCS—giving you direct access to two of the most powerful mobile messaging channels in the world. Now, you can deliver branded, interactive messages—like product carousels, back-in-stock alerts, and limited-time offers—inside tap-to-reply conversations that feel personal, immediate, and built for conversion.

No third-party tools. No one-way blasts. Just real-time, two-way threads that help your customers browse, decide, and buy—without ever leaving the messaging app.

Join the private beta for WhatsApp and RCS now to get started. 

4. Multi-touch attribution: measure the entire consumer journey, not just last touch 

Last-touch attribution isn’t wrong—it’s just incomplete. It shows you the final step, but not the full journey.

With multi-touch attribution, you can finally see how every message—email, SMS, push, or WhatsApp—contributes to a conversion. It’s not about guessing what worked. It’s about knowing what actually influenced the outcome.

And with omnichannel attribution (coming soon), you’ll go even further: mapping your Klaviyo messages alongside third-party ads and off-platform moments, for a full-funnel view of what’s working.

In a world where consumers are engaging across 3+ channels, this isn’t a nice-to-have—it’s a survival tool. And, it’s the kind of clarity B2C marketers, frankly, should’ve had a long time ago.

5. A platform built for B2C—and the moment

Economic uncertainty. Rising acquisition costs. Constantly shifting consumer behavior. Pressure to do more with less. In this environment, fragmented tools and slow decisions aren’t just frustrating—they’re expensive.

Most B2C marketers are still trying to force B2B CRMs to do a job they were never built for.

Klaviyo took a different path. We’re the only CRM purpose-built for B2C from day one. Our data platform processes over 2 billion real-time events daily, powering marketing, service, and analytics from one system—so you can move faster, spend smarter, and grow with confidence.

That means fewer tools. Faster time to value. And, most importantly: marketing that actually works.

You’re not behind. The industry is just catching up

For too long, marketers have been told to choose between complexity or compromise, while companies touted “seamless omnichannel” tools that didn’t deliver. Today, we’re changing that. 

Klaviyo gives you:

• One platform to plan, personalize, and launch campaigns—at scale
• AI that routes every message to the right channel, at the right time
• Real-time attribution and insights that reflect the full customer journey—so you can make smarter, faster decisions

The truth is, what got you here won’t get you where you’re going. Today’s winners won’t be the brands that spend more—they’ll be the ones that adapt faster, personalize better, and make every message count.

We are your single platform for B2C marketing, built by people who get it. Built for real-time orchestration, powered by your data, and made to help you grow—faster, smarter, and with fewer roadblocks.

If you’re already with us, thank you. We built this for you. And we’re not done yet. Check out our 2025 product roadmap. 

And if you’re not a Klaviyo customer, let me just say: now is a very good time to join the only CRM built for B2C.