Turn buyer data into revenue
Generated by Klaviyo AI
The article explains how brands like Andie Swim use customer data to personalize experiences across the entire buyer journey, from acquisition to retention. It outlines practical ways to activate data, optimize campaigns, and automate timely flows that encourage repeat purchases.
- Link acquisition and retention: Treat acquisition and retention as interconnected systems, using long-term customer value to fund sustainable growth across the journey.
- Activate rich customer data: Collect demographic, preference, and purchase data through tools like quizzes and ecommerce integrations, then use it to personalize messaging such as welcome series content.
- Optimize with segment insights: Use segment-level campaign reporting and data visualization to review engagement and refine targeting so campaigns are fewer but more relevant.
- Automate replenishment flows: Leverage placed order data to trigger replenishment flows that remind customers to reorder products before they run out, encouraging repeat purchases.
- Drive measurable revenue: A personalized welcome series based on quiz responses can generate significant revenue, as shown by Andie Swim’s $70K+ in revenue since mid-2022.
You’ve heard it splashed all over headlines and social media circles in recent years: “Retention is the new acquisition.”
But Cody Pfolker, CMO of Jones Road Beauty, disagrees.
In his estimation, “acquisition should be rooted in retention.” Which is to say—the two systems feed each other.
In order to have money to spend on acquiring new customers, you have to generate sustainable revenue by keeping your current ones long-term. Focusing solely on one part of the customer journey leaves you open to neglecting others that are equally important.
Providing TLC at each and every stage of the buying journey probably sounds like a labor-intensive task—one that might send many lean teams panicking. But it’s easier than it sounds when you use customer data to inform your decisions—and partner with a platform that helps you instantly implement those decisions.
Andie Swim learned that firsthand.
Convert across your entire funnel by using customer insights to make a business impact
Andie Swim uses the data they collect in Klaviyo to fine-tune bespoke experiences at both ends of their funnel.
Here’s how they make sure those experiences convert:
- Activate the data you have: Andie Swim collects demographic and preferential data in their 12-question FitFinder quiz via the Klaviyo x Digioh integration and purchase history information via the Klaviyo x Shopify Plus integration. Then, the team activates that data to add personalized touches to their marketing, like dynamic content in their welcome series based on each recipient’s quiz responses.
- Connect with your customers: An on-site quiz and email messages are the two primary ways Andie Swim communicates with their audience.
- Guide your marketing efforts using smart features: Andie Swim uses Klaviyo’s data visualization tools in the segment-level campaign reporting feature to review engagement metrics across key segments. From there, the team can regularly optimize their targeting to send fewer, more relevant campaigns.
- Grow toward your goals: The personalized welcome series based on quiz data has driven $70K+ in revenue since the Andie Swim implemented it in June 2022.
Implement on-time automations that make buying a no-brainer
Part of capitalizing on customer data is using it to reflect back to the customer what they’ve expressed they want or need.
The replenishment flow is a perfect example of that mirror effect in action. It tells a shopper, “I saw you bought this product in the past, and you’re probably just about to run out. Buy here before you do!”
Handy, right? For Shopify and BigCommerce integrations, you can implement a pre-built flow in your Klaviyo account following these steps:
- Navigate to the Flows tab.
- Click “Create Flow” to view the flows library.
- In the “Browse by goal” section, click “Encourage repeat purchases”.
Alternatively, as long as you have the Placed Order event, you can build this flow from scratch by creating a metric-triggered flow. If you’re creating a flow for a specific product, you can add a trigger filter that will limit this flow to customers who purchase the product.
Learn how Marine Layer centralizes retail and DTC customer data in Klaviyo.
Read their story
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