A cross-channel marketing automation strategy rooted in AI-powered channel affinity allows your brand to meet customers where they are. For example, a customer who prefers SMS might receive an abandoned cart text, and if they don’t engage with it, they might get a follow-up email a day later. This approach makes marketing feel more personal and timely.
Why it matters
Why Klaviyo
Key features
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Why does cross-channel marketing automation matter?
Sending the right messages is only half the battle. Sending them on the right channels is just as important. A thoughtful cross-channel marketing strategy helps you connect with customers more effectively by:
- Creating a cohesive customer journey: Orchestrating messages across channels helps consumers perceive your brand as consistent and reliable.
- Increasing message engagement: Starting outreach on the channels where customers are most active can improve open and click rates.
- Sending more efficiently: Avoid over-messaging by thoughtfully sequencing messages across channels to maximize your budget and get the most effective channel mix.
Why choose Klaviyo for cross-channel marketing automation?
Klaviyo B2C CRM makes it easy to build a sophisticated cross-channel marketing strategy without the guesswork. Using the following, Klaviyo helps you determine the best way to communicate with every individual:
Unified customer data
All cross-channel predictions are fueled by the real-time data stored in Klaviyo and captured in one unified profile. This means channel affinity always has a complete picture of each customer, making its predictions more accurate and reliable.
AI-powered channel predictions
Channel affinity uses AI to analyze each customer’s past engagement and predict which channels they’re most likely to engage with next. Because that prediction is stored in every customer profile, you always know whether to start with an email, a text, or a push notification for specific message types.
Automatic message routing
Use channel affinity in your automations to send customers down different paths. With conditional splits, you can check a customer’s top engagement channel and send them a message there first. If they don’t convert, you can follow up on their second-most-engaged channel, creating a smarter, more effective sequence across multiple touchpoints.
Key features of Klaviyo’s cross-channel marketing automation
| Feature | Description | Available with Klaviyo |
|---|---|---|
| Channel affinity | AI analyzes customer behavior to predict their first, second, and third most-engaged marketing channels (email, SMS, mobile push, and WhatsApp). | ✔️ |
| Conditional splits | Build automations that intelligently route customers down different paths based on their predicted channel affinity. | ✔️ |
| Dynamic segmentation | Create audience segments based on channel affinity so you know where to send the first message of your marketing campaign or flow. | ✔️ |
How to get started with cross-channel marketing automation
- 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.
Cross-channel marketing automation helps you reach customers more thoughtfully across multiple channels. With data and AI informing your cross-channel marketing strategy, you can build stronger relationships and drive more revenue.