AI-powered channel affinity boosts your cross-channel personalization efforts by helping you make more informed decisions about which marketing messages to send, on which channels, and in what order. Instead of treating all channels the same for every type of message, this approach aligns your outreach with each subscriber’s preferences.
Why it matters
Why Klaviyo
Key features
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Why does cross-channel personalization matter?
Effective cross-channel personalization moves you from sending mass messages to orchestrating personalized conversations where they’re most likely to be well-received.
Personalizing your marketing across channels helps you:
- Maximize your budget. Focus your investment on the marketing efforts that deliver the highest engagement for each message and audience.
- Increase customer engagement. Start outreach on the channels where individual subscribers are most active, increasing the likelihood of opens, clicks, and conversions.
- Create a better customer experience. Deliver a more thoughtful sequence of messages across channels, which feels more personal.
Why choose Klaviyo for cross-channel personalization?
Klaviyo B2C CRM provides the tools you need to not only understand your data, but act on those insights in real time—all in one place. Here are just a few ways Klaviyo helps you achieve cross-channel personalization:
Predict individual channel engagement
AI-powered channel affinity analyzes each customer’s past behavior to predict which channel they’re most likely to engage with next. This data is available in every customer profile, giving you a clear starting point for personalizing your cross-channel campaigns and flows.
Build engagement-based segments
Use channel affinity insights to create dynamic segments that group customers by their engagement patterns. This improves your cross-channel personalization by helping you understand which audiences respond best to email vs. SMS, for example, as a starting point.
Orchestrate cross-channel flows
Use conditional splits to route customers down different messaging paths based on their channel affinity, starting with their most engaged channel and following up on secondary channels when appropriate.
Key features of Klaviyo’s cross-channel personalization
| Feature | Description | Available with Klaviyo |
|---|---|---|
| Channel affinity | AI ranks each customer’s preferred channels (e.g., first, second, third) based on their predicted engagement, allowing for smarter message sequencing. | ✔️ |
| Dynamic segmentation | Build segments based on channel affinity to group customers by how likely they are to engage, such as “SMS-first” or “email-first” audiences. | ✔️ |
| Conditional splits for flows | Use channel affinity as a condition in your automations to send customers down different paths based on the channels they engage with most. | ✔️ |
How to get started with cross-channel personalization
- To review channel affinity on a customer profile: Navigate to a subscriber’s profile and find the “Predictive analytics” card to see their ranked channel engagement preferences. Note that in order to use channel affinity, you need to have at least two channels active in your Klaviyo account, such as email and SMS.
- To build a segment using channel affinity: Go to “Lists & segments” > “Create new” > “Segment.” Select “Predictive analytics about someone” > “Predicted channel affinity” > “Engagement preference,” and set the channel and preference properties, such as people who engage with email first.
- To use channel affinity in a flow: Drag a conditional split component into an existing flow. Set the logic to check a customer’s channel affinity and send them down a “Yes” path for their top channel and a “No” path for others. For the “No” path, or after a time delay, send a follow-up message on the subscriber’s “second” engagement channel.
Stop guessing at the best way to personalize your cross-channel marketing. With Klaviyo, you can use robust data to build more effective cross-channel experiences that drive real results.