What’s New in Klaviyo? [2019 Roundup]


Last year, Klaviyo introduced a wide range of new features to help you expand your marketing initiatives and grow your business. Let’s take a look back at some of the new features released in 2019 that you can use to own your brand’s growth in the year ahead.



One of the most anticipated new features is SMS in Klaviyo, which is available to all customers. 

Klaviyo’s addition of SMS tools allows you to personalize the customer experience within one platform—merging SMS, email, push notifications, and web content. SMS includes a speedy setup, automated compliance, and customizations that adjust to the tone and needs of your brand.

With SMS, you can combine best-in-class segmentation and automation (via flows) to send a message directly to a customer’s phone for fast and targeted communication that makes the buying experience even more seamless. 

SMS and email have some key differences, so check out this Help Center documentation to learn more. Here’s what it looks like to configure SMS content in your Klaviyo account:


Want to see how SMS can work for your brand? Login to your account, visit your account settings to set up SMS, and try it today

Self-service push notifications

Klaviyo also released self-service push notifications, which are a fast and streamlined method of communicating with your customers—they send automated push tokens to users who opt-in to recieve them. 

You can set up push notifications from your app that are self-service and can be added to both campaigns and flows. For example, if you add a push notification to your abandoned cart flow, anyone who begins but does not complete a checkout will receive a push notification.

You can also use segmentation to better target your push notifications to make them more engaging to your customers. 

Want to learn new strategies to send customers more specific, targeted content? Learn how to get started with segments or advanced segmentation

Predictive analytics

Brands are increasingly recognizing that the path to long-term, sustainable success starts with owned marketing, which is all about taking ownership of your brand’s growth. Brands are owning their growth by focusing on the channels within their control—website, email, SMS, push, and more—to grow relationships with customers that drive success.

To help you own your brand’s growth, Klaviyo made some significant advancements to predictive analytics in the past year including the addition of an Expected Date of Next Order feature. 

Expected Date of Next Order predicts the next time a customer will purchase from your store again based on their previous buying behavior. You can use this feature to create segments or targeted forms, or you can use it in your flows. 

Here’s an example of how you can use it with a replenishment flow:


We also released a predictive demographic feature, Predicted Gender, which uses a name algorithm to predict your contacts’ genders so that you can better personalize your messages with gender-specific products. 


Female Gender Segment

Learn more about how to use gender-targeted marketing to boost engagement with your emails. 


Finally, we released a send time optimization feature, Smart Send Time, which uses automation to help you find the best time to send your emails to maximize the engagement you get with them. 

Data science is at the root of helping you find your optimal send time: the algorithm uses information gathered from an exploratory send distributed over a 24-hour period, does the analysis, and automatically helps you understand the best time to send your emails.



Learn more about how brands are using Smart Send Time and the results they’re seeing with this new feature. 

UTM tracking

Another major advancement in the realm of business intelligence came in the form of UTM tracking. UTM tracking is a way in which you can track how a customer reaches your site using snippets of code, called UTM parameters, that are applied to your company’s URLs. The data and insights that result from this tracking will help you to better understand how customers interact with your brand across many different marketing channels. 

You can now use UTM tracking for both flow and campaign emails. You can choose to either toggle on Klaviyo’s automatic parameters or customize your own UTM parameters that you can input in Klaviyo and adjust on a campaign or flow email basis.


You can now also create UTM variation letters that compare the performance of your link activity. For example, if you have variations of an email and want to find out which one gets the most traffic to your site, you can label them with letters such as [a], [b], and [c]. Then, you can see the data from each so that you can test, analyze, and adjust your emails accordingly.


BigCommerce updates

In March, we had some big updates to our BigCommerce integration. If you use BigCommerce, you can now create segments that group your customers based on their specific product interests. You can then use the back-in-stock feature to create a flow that lets your customers know when the products they’re interested in are back in stock. 

Learn more about what’s new with Klaviyo’s BigCommerce integration.

Preview a flow trigger before turning your flows live

Speaking of flows, Klaviyo also released a flow trigger setup preview this year. This feature allows you to immediately test triggers and trigger filters in real-time before turning your flow live. No more guessing and trial-and-error to verify if you’ve set up your flows correctly. Now, you can automatically see if the correct recipients are entering your flow.


Objectives tab

We also released the Objectives tab which is unique to every account and is located in the Klaviyo Dashboard. The Objectives tab is the first thing you see when you log in. Here, you’ll see suggested next steps on how you can improve your marketing and maximize your Klaviyo account. 

If you’re brand new to Klaviyo, these ideas will put you on the fast-track to growth. If you’ve been using Klaviyo for a while, they’ll help you level up by providing new ways to utilize your marketing channels. 

Here’s an example of the Objectives tab. You can see it suggests that this customer segment their customers by engagement, use the flow library to create new forms, and integrate their account with Facebook advertising. 


Want to see recommendations customized for you? Login to your Klaviyo account and explore the objectives tab in your dashboard. 


Also new in 2019: Tags, which take the place of folders. Tags are a more organized way to sort your flows, campaigns, signup forms, and more to make your marketing efforts more efficient. 

You can add multiple tags or groups of tags to various features in Klaviyo (e.g., flows, campaigns, forms, etc.) to sort them appropriately. For example, if you tag a campaign with “US,” you could also set the tag group as “Country.” Then, all of the items tagged with these terms will be listed under your Tags tab in Klaviyo for easy access and organizational purposes.


Signup form library

The new signup form library hosts an array of prebuilt and creatively designed forms to serve as templates that you can build upon and style to match your brand. All of the forms you’ll find in the library are inspired by those that have generated the highest conversion rates.



Security enhancements

Finally, Klaviyo introduced two-step authentication—a key change to enhance the security of your account and protect your data from phishing or other malicious threats.


Want to learn more?

While there are new features you can explore to grow your business, there’s still plenty more to come in 2020. Here’s to another year of product advancements and taking strides towards fully owning your marketing!

Explore the Help Center for step-by-step instructions on how to use any of the new features mentioned above and more. 


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