Unifying customer data
Keeping up with customers
Coordinating cross-channel marketing
Using AI to improve automation
Measuring, testing, and optimizing

1. Build a unified B2C customer data foundation

For most B2C brands, data is fragmented. Our state of B2C marketing found that 60% of B2C marketers use 6–15 tools in their tech stacks. When those tools aren’t integrated, data lives across every system you use to support customer interactions with your brand. Without a single source of truth, marketers are left piecing together incomplete pictures of their customers.

The cost of this fragmentation is huge. Gartner estimates that poor data quality and disconnected systems cost businesses over $12 million per year. And when campaigns are based on stale or partial information, marketing can feel generic or be outdated, not reflecting the customer’s current relationship with your brand. 

Teams also waste time exporting CSVs and stitching together reports instead of building experiences. And most importantly, customers notice. When they get an irrelevant message or an inconsistent offer, it erodes trust and loyalty. Klaviyo’s future of consumer marketing report found that the No. 1 frustration customers have when shopping across channels is inconsistent pricing and promotions. 

The foundation of strong B2C marketing automation is unified data. A B2C CRM with a built-in customer data platform integrates data from your:

• Ecommerce platform
• Reviews
• Shipping platform
• Email, text messaging, WhatsApp, and mobile push marketing
• Loyalty program
• Customer service
• Point-of-sale system
• Payments system
• And any other customer-facing data sources

Subscription personal care brand Dollar Shave Club was struggling with separate, complex SaaS platforms for email marketing and customer data, and different platforms for subscriptions and ecommerce. Their siloed tech stack created lots of manual work: building every email with HTML, for example, and pulling new data for segmentation could take a month or more. 

When Dollar Shave Club consolidated their data in a B2C CRM, they gained the ability to ramp up their marketing with minimal developer support. They’ve reduced total cost of ownership by over 30%, and campaign set-up time by over 60%.

2. Segment customers using any piece of data from any source

Segmentation is the process of dividing your subscribers into separate audiences based on shared traits, like purchase habits, website activity, or location. And dynamic segmentation is how you automate sending the right campaigns to the right people.

Unlike manual segmentation, dynamic segmentation categorizes audiences into groups automatically and in real time, pulling from the latest data from your CRM and integrations so your segments are always up to date.

Here are some examples of dynamic segments and what to share with them:

• Send customers with a high lifetime value (LTV) exclusive access to your next bestselling product drop.
• Send customers who purchase during promotions or seasonal sales a special offer for a unique holiday or celebration, like Singles Day or National Coffee Lovers Day.
• Send subscribers who were recently active on your mobile app complementary item suggestions related to their most recent browsing behavior.

Artisanal gift basket brand GourmetGiftBaskets.com wanted to invest in more sophisticated segments to better engage their audience with relevant, meaningful content. They began using recency, frequency, monetary (RFM) segmentation to look beyond behavior, interests, and browsing activity at customers’ overall standing in their journey with the brand.

Now, they have RFM-based segments for “Champions” who buy repeatedly during the year, “Recents” who are likely to buy, “Loyals” who return regularly but less frequently, and “Inactives.” 

They target “Champions” and “Recents” with campaigns throughout the year, and suppress “Loyals” and “Inactives,” which has helped the team protect their list and strategically reach the folks in their database who are most engaged and likely to purchase.

As a result of this segmentation strategy, the team has seen a 42% lift in MoM revenue per recipient (RPR) for email, and an 88% MoM increase in RPR for SMS.

3. Keep up with customers throughout the lifecycle, from acquisition to advocacy

Every stage of the customer journey offers a chance to strengthen the relationship. With marketing automation, you can nurture new customers, turning them into loyal brand advocates.

Whereas segments help make your campaigns more effective by improving engagement, reducing unsubscribe rates, and increasing conversion rates, automated flows are messages that are automatically triggered to send based on a specific activity or behavior. They can contain emails, text messages, or push notifications, and logic in between each message, like time delays or conditional splits.

Here’s how automations can power various steps in a customer’s lifecycle: 

• Welcome flow: The first interaction after sign-up sets the tone. Instead of a single “thank you,” use a multi-step series that introduces your brand story, showcases top categories, offers education on your products, and provides an incentive for a purchase.
• Browse abandonment flow: When someone spends time on a product page but doesn’t buy, send an automated message highlighting details, reviews, or related items to reignite interest. 
• Abandoned cart flow: If a customer leaves items behind, trigger a reminder email and follow-up message on their preferred channel, adding urgency with cues like limited stock or expiring discounts. Ask the customer why they didn’t purchase, and follow up across channels.
• Post-purchase flow: After an order, thank customers and build on their excitement. Share product education, application tips, or complementary items to encourage repeat purchases.
• Review request flow: A week or so after delivery, ask for feedback while the experience is fresh. Automated review requests capture testimonials and user-generated content that fuel trust and social proof.
• Loyalty program flow: Recognize your best customers automatically. Notify them when they unlock new rewards, hit a new tier, or gain early access to exclusive sales and launches.
• Win-back flow: When valuable customers haven’t purchased in a while, trigger targeted campaigns to re-engage them before they churn.

Global cosmetics brand Huda Beauty used Klaviyo to refine their automation strategy. By pairing content-rich campaigns with category-specific post-purchase flows for lips, skin, and skincare, they created a tailored experience that taught application techniques and suggested complementary products. This overhaul contributed to 50% YoY growth in placed orders via email.

4. Coordinate marketing automation across channels

According to Klaviyo’s 2025 online shopping report, 77% of omnichannel consumers regularly shop across 3–4 channels. And all of those different touchpoints with your brand still need to be cohesive. By unifying your data and execution in one platform, you can:

• Plan, launch, and measure omnichannel campaigns: Easily build multi-step, multi-message campaigns across email, SMS, push, and WhatsApp from one place.
• Keep messaging consistent: When a promotion launches, update all channels in sync so a customer never sees outdated or conflicting offers.
• Respect customer preferences: Automatically send messages via customers’ preferred channels using AI-powered channel affinity.
• Orchestrate journeys across touchpoints: A single action like browsing a product can trigger relevant follow-ups across multiple channels, timed to complement each other rather than compete.
• Maintain brand continuity: Adapt content for each format (i.e., a long-form email, a concise text, or a push notification), while staying aligned in message and tone.
• Collect data across channels: Reach customers across email, text, mobile app, reviews, and customer service, but view every interaction in a single customer profile.

Intimates brand Thirdlove sends cross-channel flows easily, now that they’ve consolidated their data in a B2C CRM. Their abandoned cart flow, for example, uses AI-powered channel affinity to make sure multi-channel subscribers get messages where they’re most likely to engage. This approach has contributed to substantial growth in revenue from flows.

5. Use AI to improve marketing automation 

Instead of relying on guesswork or manual testing, you can now use AI to make every campaign smarter and more personalized. From understanding customer intent to anticipating customer needs, AI tools help brands deliver the right message at the right time. 

Here are some of the most powerful ways B2C brands use AI in marketing automation:

• Automated strategy and asset creation: Input your website and existing brand into an AI marketing agent that can automatically build out a marketing strategy, and related campaigns, flows, and sign-up forms, for new product launches, seasonal promotions, or new audiences.
• Predictive analytics: Anticipate future behavior like next purchase date, churn risk, or customer LTV, and use that data in segmentation or flows. For example, use predicted next purchase date in replenishment cycles to trigger “time to restock” reminders, or flag at-risk customers before they lapse.
• AI-powered segmentation: Go beyond manual filters. Describe the customers you want to reach, like first-time buyers likely to become high-value, or “new product enthusiasts” eager for early access launches, and AI will create a segment for you.
• Send-time and subject line optimization: Improve engagement by using AI to predict when each customer is most likely to open, and which message framing will resonate best.
• Campaign performance insights: Let AI surface what’s working (or not) across channels and audiences, so you can double down on winning strategies.
• Support customers along their journey: Deliver automated, personalized, real-time support with an AI shopping assistant that knows your brand and customers, and is available 24/7 to answer questions, provide product recommendations, and guide visitors to what’s next.

Fresh seafood brand Svenfish relies on AI to manage a highly targeted, high-volume campaign strategy. First, they use AI to instantly generate customer groups from a simple text prompt to find customers who may be interested in certain types of fresh fish or who live near brick-and-mortar shop locations.

They also use predictive analytics to identify high-value customers at risk of churning. Instead of blasting discounts to their entire list, Svenfish now targets disengaged buyers who haven’t purchased in 3+ months, or rewards customers whose forecasted LTV is over $200. The brand now attributes 82% of ecommerce revenue to emails that leveraged at least one AI feature.

6. Measure, test, and optimize marketing efforts using B2C-specific metrics and attribution

Growth isn’t just about opens and clicks. For B2C brands, the real questions are: Who are my most valuable customers? How do I keep them coming back? And which campaigns are actually driving revenue?

With purpose-built B2C analytics, you can:

• Continuously optimize performance by A/B testing one variable at a time, like subject lines, CTAs, or send times.
  
• Track customer sentiment over time. Monitor your reviews performance, including your response rate, average rating, and more. These analytics can help you understand how customers are responding to your products.
  
• Track CLV, retention rates, and repeat purchase frequency, alongside traditional marketing engagement metrics like click rates, in marketing analytics dashboards that automatically update based on the latest data.
• Measure true marketing attribution using omnichannel, linear multi-touch attribution that gives equal credit to all meaningful touchpoints, offering full-funnel visibility to help you understand what’s really moving the needle between campaigns, flows, channels, and audiences. 
• Benchmark performance against industry peers of a similar size and scope to spot opportunities for growth. 

When women’s apparel brand Tibi wanted to build stronger relationships with customers, they needed access to aggregated data and marketing analytics. After consolidating all their data in a CRM, they can now not only see how customer behavior changes over time, but also learn what makes customers change their purchase behavior. 

Level up your B2C marketing automation with a purpose-built CRM

Marketing automation success comes from unifying customer data, personalizing at scale, and optimizing across the entire customer lifecycle.

Generic automation tools weren’t designed for the complexity of B2C marketing, but a B2C CRM is designed to help brands manage individual customer relationships at scale. It emphasizes personalization, supports high-volume communication, and powers marketing automation that makes every interaction feel 1:1, even across a broad audience.

Klaviyo stands apart as the only B2C CRM, combining marketing, analytics, and service into one platform. This gives you the ability to unify customer data into a single source of truth. From there, you can automate flows, build dynamic segments, drive omnichannel campaigns, and measure impact on critical metrics like CLV, retention, and lifecycle revenue. 

Make every customer feel like your only customer.