A running list of ways brands use Klaviyo’s Meta integration

Email and paid social are both powerful marketing channels on their own.

With Klaviyo, brands can send personalized emails at scale, and avoid fluctuating paid media CPMs.

With Meta Ads, brands can reach nearly half the world, and keep a steady flow of new leads coming in the door. (Global population: about 8B. Facebook users: about 3B.)

Klaviyo’s Meta Ads integration connects the two channels, un-siloing them so they can work together.

In theory, that’s useful because it allows businesses to:

• Advertise to specific Klaviyo segments on Meta, like cart abandoners or unengaged customers
• Build lookalike audiences based on Klaviyo lists and segments
• Automatically ingest email addresses and zero-party data from Meta lead-generation ads into Klaviyo
• Build flows for leads from specific lead-generation ad campaigns that start automatically

But what does all that look like in practice?

Here are 7 fresh, creative ways Klaviyo brands and partners have used the Meta Ads integration to increase marketing efficiency and grow their businesses.

1. To create a funnel that refills itself

Using Klaviyo’s Meta Ads integration, ecommerce marketing agency Agital created an outstanding lead-gen campaign for a jewelry company client.

“It was a really good funnel that filled itself,” says Olivia O’Connell, senior social specialist at Agital.

The strategy started out simple enough: O’Connell targeted a lookalike audience based on the jewelry brand’s entire existing email list with a cold prospecting campaign.

Every time it generated 1K new leads, she would use them as a seed for a new lookalike audience—and target that audience with prospecting ads, too.

The client was “generating hundreds of leads a week that were going right into their Klaviyo list,” says O’Connell. “They were able to really build up their email list.”

They continued the strategy for nearly 6 months—from September 2022 to January 2023—maintaining an average cost per lead of less than $1.

2. To improve paid remarketing efficiency with RFM segments

Men’s underwear and apparel brand 2xist used to take a broad-brush approach to their paid remarketing. They showed all their email subscribers one standard remarketing message.

But the marketing team knew there was a more efficient way. Their most loyal customers didn’t need paid reminders to keep purchasing.

So when 2xist started with Klaviyo CDP, they leaned into RFM segments and Klaviyo’s Meta integration to reinvent their strategy.

“We’ve fully structured our remarketing campaigns in Meta around RFM segments,” says Christopher Peek, digital marketing director at The Moret Group, who leads 2xist’s marketing.

This approach means the apparel brand can save money by excluding loyalists and champions from paid campaigns. And it’s working: after the restructure, 2xist’s Meta ROAS jumped 61% YoY.

3. To promote the in-house brand to its biggest fans

Omnichannel boutique Sneaker Politics sells shoes and apparel from global brands like Nike alongside an in-house clothing line, Politics.

When digital marketing specialist Alex Giebler needs to advertise Politics on Meta platforms, he uses Klaviyo to create a segment of “brand loyalists,” he explains—people who have bought Politics products in the last 6 months.

Then, he uses Klaviyo’s Meta Ads integration to turn that segment into an audience and target those same customers with paid ads.

Giebler estimates that he hits his Politics sales goals roughly two weeks earlier with the Klaviyo integration than he would without it.

When you can upload your target audience directly, “the learning phase is really short,” Giebler explains. Meta’s algorithm “doesn’t have to take a month to figure out who it needs to sell to.”

4. To show customers ultra-responsive lead-gen ads

Melbourne-based workwear retailer Cargo Crew ran an online competition: Users who shared their email address got entered to win a $1K chef uniform makeover from the brand.

To capture emails, Cargo Crew ran a Meta Ads lead-generation campaign with creative featuring real chefs and what they love about wearing Cargo Crew.

This helped them scale reach within a specific industry—Cargo Crew received 764 high-quality contest entries from chefs in 5 weeks.

And because Klaviyo imported the leads automatically, the customer experience was much more seamless and responsive than it is with manual lead-gen campaigns.

When a customer shared their email address, they got instant confirmation they had entered the contest—and began receiving an automated, contest-specific nurture stream explaining Cargo Crew’s mission and highlighting content geared toward chefs

“Being able to send them on the journey straightaway was amazing,” Parker says.

5. To create a lookalike audience seed for a women’s apparel campaign

When Sneaker Politics needs to promote their women’s apparel on Instagram and Facebook, Giebler would ideally create a lookalike audience based on women who had bought from their site in the past year.

But there’s a hitch: The store doesn’t collect data on gender during check-out.

As a workaround, Giebler could upload the brand’s all-gender list of recent shoppers as a lookalike seed, and add a “women-only” parameter to the Facebook campaign.

But Facebook has imperfect gender data—many users don’t list gender on their profile.

With Klaviyo, Giebler can also segment recent shoppers’ email addresses based on their predicted gender, and use the Meta Ads integration to make predicted women his lookalike seed.

That extra level of filtering helps Sneaker Politics not only drill down to the exact audience they want, but also boost ad spend efficiency.

“We could blow so much money showing women’s clothes or women’s shoes to guys that aren’t going to buy them,” Giebler says.

6. To drive ecommerce customers to brick-and-mortar stores

Agital recently worked with a clean beauty brand launching in Target.

It was a major retail milestone for the company, and the in-house team wanted their product to sell out in stores.

How do you use Meta Ads to support brick-and-mortar sales?

O’Connell and her team leaned on Klaviyo’s Meta Ads integration, “remarketing to anyone on the client’s email list that bought products Target now carries, and pushing them to the store locator so they’d restock in-store,” she explains.

Because conversions on this campaign happened in Target stores, return on ad spend wasn’t the best metric to track. Instead, O’Connell and her team optimized for faster-twitch digital KPIs, like click rate and email bounce rate.

Their goal was a 3% click rate—and when they launched the campaign, it hit about 4%. They also achieved their engagement goal, observing a bounce rate below 30% on the store locator landing page.

Most important, it only took Target a month to sell out of its first purchase order from the client.

7. To cross-sell one specific SKU

Sometimes, Sneaker Politics needs to create a Meta Ads campaign that will sell a specific style of shoe in one specific colorway.

It’s hard to target a niche campaign like that based on Facebook interests and demographics alone, Giebler says. The audience is almost always too broad.

With Klaviyo’s Meta Ads integration, though, Giebler can create a segment of people who bought that one shoe in the past 6 months, and use it as the seed for a lookalike audience.

“It creates a bigger group of people that Klaviyo still curated,” Giebler says.

Sneaker Politics has been turning a profit with their most recent product-specific campaign, acquiring customers for about $12 each.

Without the integration, it would be “far more difficult,” Giebler says—and lower-margin.

8. To re-target buyers with care tips post-purchase

After customers buy, often in bulk, Cargo Crew sends them a post-purchase flow highlighting the brand’s workwear care guides.

Klaviyo’s Meta Ads integration has made it easy for Cargo Crew to reach those same customers with Facebook ads featuring the same content.

The post-purchase ad campaign wasn’t originally intended to drive revenue. It was meant as an investment in the customer experience and sustainability—because the longer Cargo Crew’s clothes last, the better for the environment

But the post-purchase campaign does generate substantial revenue—which means customers who’ve just ordered are reordering.

In fact, “that’s been one of our most successful ads on Facebook,” Parker says, with a 29.9x return on ad spend.

Find out why Klaviyo and Meta Ads are better together

At a high level, Klaviyo’s Meta Ads integration turns two separate, powerful marketing platforms into a dream team.

“It’s symbiotic,” Giebler says. “We can use Meta Ads to help our Klaviyo and we can use Klaviyo to help our Meta Ads.”

• How Klaviyo helps Meta Ads: It increases ad spend efficiency, empowering brands to target ads to specific segments of their customers—and lookalikes of those segments.
• How Meta Ads helps Klaviyo: It doubles the power of Klaviyo’s segmentation technology. It’s now useful for sending personalized emails and targeting paid campaigns to customers new and old.

Of course, the ideal use case for Klaviyo’s Meta Ads integration is slightly different for every business. Get started finding yours.