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Jason Anderson: [00:00:00] Hello, and welcome to the latest edition of the Andzen approach. My name’s Jason Anderson, the CRO at Andzen, and today I’m lucky to be joined by Kat Ramos, account executive at Klaviyo.

Kat Ramos: Hi everyone. Yeah, so I’m Kat Ramos and I’ve been at Klaviyo for two years now. So have been really seeing the company grow from when we first started our Sydney office then to where it is today.

So when I started, I think I was employee number 50, and now we have over 140 just based in Sydney. Yes. So we’re really excited to grow the region out. Uh, and I look after all our strategic, um, Australian New Zealand accounts here in Sydney.

Jason Anderson: Awesome. And then I’ve got Steve Pover, partner manager at Andzen.

Steve Pover: Yeah. Thanks for having me guys. Klaviyo even. Oh, sorry, Klaviyo. Yeah, sorry. Yeah, you wanna join you? Well, you’re our partner. Yeah, you’re [00:01:00] our partner manager. So basically Andzen. Yeah. Thanks for having me guys. Um, been with Klaviyo for three years, so just a little bit longer than Kat. Uh, and I think I was employee maybe 17 or 18 locally.

Um, was on the sales team originally and then jumped over to partnerships about two years ago. Um, and yeah, KA said it in that time. We went from a small WeWork to a, to a big empty office, to a big full office now, um, which has been a wild ride. Yeah. Awesome.

Jason Anderson: Rocketship and of course, joined by Brendan Rawson, founder at Andzen and head of podcast production.

Brenden Rawson: Podcast engineering production. Yes, that’s me. Yeah, that’s what I’m spending my day doing. Kat, Steve, Jason, thanks for joining us. Um, feels like it’s been forever since we’ve caught up. Yeah, yeah. We opened the kimono

Jason Anderson: a bit. This is the second time we’ve recorded this episode, courtesy of some technical errors last week.

Um, but we

Brenden Rawson: love being in Sydney, so what an excuse to come back. Yeah. Um, another cracking day. Fine weather. Great spot. [00:02:00] Um. There’s some, uh, winds and potential cyclones up north. Yeah. So we’ve escaped it. Come down to Sydney. Um, we are talking all things Klaviyo. This episode. Jason kick us off.

Jason Anderson: Yeah. So obviously I.

Not last week. Now, the week before last, uh, Klaviyo has come out with its new sort of campaign really around being the only CRM built for B2C. Um, there’s a lot to talk about in there, some new things that were announced, some changes to existing things. Um, I think the really big thing that everyone is really talking about is K service.

Um, that’s the thing that within a couple of hours of the announcement, I had existing customers, I had some prospects were talking to, calling me, saying, tell me more about this. The customer hub in particular everyone wants to know about. So I think, let’s start there. Case service. What’s coming? What should people be excited about?

Kat Ramos: Yeah. No, we was super excited. It was [00:03:00] a world’s best kept secret. I think we kept it under wraps for a pretty long time. Yeah. So we’re really excited for us to, as well be able to speak to it. Um, publicly and yeah, we’re really excited because Klaviyo’s always been known for its customer data. Yeah.

Klaviyo’s also really known for its marketing automation platform. Yeah. But now we’re really, really excited to actually enter the service space. We understand there’s a lot of opportunity here. We’re already collecting so much data Yeah. That can be shared across teams firstly and unify the teams and help teams grow bigger, but also an opportunity to potentially use that as a vehicle for revenue as well.

Jason Anderson: Yeah, for sure. Yeah, so the customer hub, I think was the big, the feature that stands out really the most. So if people haven’t seen it, watching at home, listening at home, um, tell us about what the customer hub is. That’s a good question.

Steve Pover: Uh, I think it’s important to take a little bit of a backward step and just understand where Klaviyo started.

In [00:04:00] 2012 as a data and analytics platform by, by ab. Um, and that’s really kind of been the base and, and, and I guess the, the, the ground for everything that we’ve done. Um, it just happened that. All of that data, pulling in all of that data from merchants and, and brands meant that we became an email service provider.

Of course. Uh, and then we rolled out, uh, SMS recently as well, product reviews, and now really stepping into case service, um, which is exciting. Uh, I think at the heart of everything Klaviyo does is it’s about. Creating personalized and, and really exceptional customer journeys across every touch point.

Every touch point that a brand has with a, with a customer should be exceptional. Um, and that’s what we’re aiming to do with case service by, I guess creating one unified place that, that a, a customer can go to, to track their order, to look at their recently viewed products, um, but also make in, in, uh, inquiries like return a product.

Yeah. Yeah. Um. If it’s a subscription based company, they can look at when their next subscription date is. [00:05:00] Yeah. Uh, you know, maybe they can see their loyalty, uh, points as well there and, and, and really be, I guess, prompted to, to make more purchases and to self-serve. I think that’s really what’s at the heart of, of K Service.

Brenden Rawson: It’s so good to see. These features develop through, through Klaviyo. Um, I feel now we’re a little bit smaller than Klaviyo, um, but I feel like we’ve been sort of tracking the same journey. Like we started out as an email marketing platform ourselves, and we pivoted into an email marketing agency and marketing automation agency.

Um. But as we started working with Klaviyo, we repositioned ourselves to a customer journey agency, um, because I think we are going on the same journey. This is about the data, and it’s ultimately about the customer experience and the customer journey. Email, and SMS WhatsApp and everything that comes after that.

Like these are, these are just mediums, right? Like it’s still the actual customer journey and being able to bring all of those elements in to [00:06:00] create a more personalized experience for the customer. Win. Um, but really like drive revenue for the merchants, um, because you’re sending the right message at the ride time to the right person.

Um, very excited about this new development

Steve Pover: And protect revenue too, right? In a lot of cases with customer service, that person might wanna talk to an AI agent and, and have an update on where their order is, or have a few frequently asked questions that they can get answers to instantly. And then if it does need to be escalated, they can.

With one click of the button, get, uh, access to, you know, through the unified inbox at Klaviyo now, uh, access to a support rep, which is perfect.

Brenden Rawson: Yeah. And like these tools. Do exist in the market already, right? Like, but Klaviyo bringing them into a single interface, making it easier for the customer, easier for the brand.

That’s what we’re doing right now.

Steve Pover: Yeah. And we’re also tying in all of the consent that you pull over as well. Yeah. So now, if a ticket needs to get escalated and it’s an important ticket and you’ve consented to maybe SMS or email and you came through live [00:07:00] chat, you can receive those follow ups via that specific channel that you might be most affiliated with, which is great.

Yeah,

Jason Anderson: yeah, absolutely. And I think. A couple of features here that we’re talking about. Really, the unified inbox is a big one, right? Like if people reply to an email or if they reply to a text message, um, it’s all gonna go into that one place where agents are gonna be able to interact. They’re gonna have all the same data that a marketing manager would have.

Available in Klaviyo to them about that customer’s preferences, about their shopping history, about their engagement with the brand, all at their fingertips that they can use to provide a better and personalized support experience as well. Uh, but then, yeah, in terms of the customer hub, like you mentioned, I think personally, you know, I’ve been buying products from Shopify websites for a long time now, and the accounts page, I hear it from dev agencies too, is.

It’s a very difficult element to personalize and make practical and do good things with, whereas that customer hub now is just a draw and it’s one click clay view. You just turn it on and you can do things [00:08:00] like all the product feeds from your emails that you create. You can have them in there and like you said, Steve, it’s personalized.

Bring in loyalty points. It’s all those things that I think Klaviyo already does via email and SMS, but bring them into the UI of the website.

Kat Ramos: Yeah, and totally. We find that 90. Percent of people, they wa they like self-service. Yeah. So how can we make that experience better for your consumers at the end of the day?

Mm-hmm. And. And also what we find is that in terms of what does, uh, how do we get them to be a loyal customer? How can we make sure we’re already personalizing across marketing and their actual purchase experience, but like, how can we then do it for after they purchase, how can we ensure that personalization is still front of mind for them?

So then they become a loyal customer. They make that second purchase, which is really what we’re excited about at Klaviyo, is that we’re not talking just about. Clicks and open rates anymore. We’re actually talking about bigger business sort of issues with, with brands today and like how are we affecting their re retention, [00:09:00] their revenue, as well as the relationships that they’re building.

Steve Pover: Yep. And saving time too, right? Yep. Saving a ton of time.

Jason Anderson: Yeah. Efficiency is a big thing. And for businesses, um, both ways, right? Consolidating having a platform that can do more, but also being able to save time in terms of the actual time that team has. Um. You mentioned channels, though. Email, SMS uh, push has been one that we’ve used a fair bit.

Um, we’re advocates of. Apps having shopping apps. We’ve implemented a few apps for a few of our clients as well. Yeah, I was really excited to see some of the extended features within apps that you guys are looking to launch, not just for local customers, but starting to open up what merchants are gonna be able to do in Southeast Asia where it’s much more common to use apps.

Um, I don’t know if one of you is particularly passionate about this, but I’d love to hear a little bit more about the new features coming into apps.

Kat Ramos: Yeah, so one of them, what, what we’re really [00:10:00] excited about is in-app messaging. Mm-hmm. Um, particularly as you said, for those brands, um, and for just that customer experience, making sure that they’re getting onto that app.

Yeah. Some people, they’re d it comes to channel preferences at the end of the day. Yeah. And depending how loyal you are to a brand, an app might be the better way to engage and get more information of it. But it’s just really giving like customers. Their preference at the end of the day of what channel?

Yeah. So that one for us has been super exciting. The in-app messaging that we’ve heard is what people want and we’re really excited to come roll it out.

Brenden Rawson: It’s, um, we saw in one of the demos it looks like sort of brandable forms and messaging within apps. Um, is that the case?

Kat Ramos: Yeah. So it just is a case where we can Yeah.

Personalize it to them, um, within the app environment.

Jason Anderson: But the same data capture forms that you have on your website, you’ll be able to have in apps as well, right?

Kat Ramos: Yeah, that’s right. Yeah. That’s great. That’s

Jason Anderson: awesome. Yeah. Um, there is one other thing I wanna talk about in channels, but I’m gonna save it for [00:11:00] later in the episode.

Um, but keep listening till the end. If you wanna hear about some new channels, um, that might be coming. Yeah. Uh, but I’m really keen to talk a little bit about. Marketing analytics. Um, this is something that we’ve been using quite a lot for our merchants and there are some really extended cool things that are coming under marketing analytics and there’s also some amazing things that you can do today.

Um, I think the big things that stand out for me is RFM Analysis and cohort. Analysis, um, a little bit of behind the scenes. When Steve and Kat arrived today, I was on a call, uh, with Apro Prospect, someone who sells sunglasses, and I was telling them that a past sunglasses merchant that we work with, they were saying that they have a premium product.

You know, people only shop maybe once a year. Um, retention was a big thing for them. And what we found when we actually looked at their cohort analysis is that the most common time that people would shop. From first to second order was within the first 30 days and they were [00:12:00] completely blown away. They weren’t ready for that at all.

And it completely changed how they thought about how they should be using automation after someone places their first order to get them to place a second that is available with, um, marketing analytics within Klaviyo. Now, I’m keen from your guys’ perspective, what are some of the things within marketing analytics that merchants should be really excited about?

Kat Ramos: Yeah, I’ll touch on that. You mentioned RFM modeling, which for those of you at home playing along, if you don’t know what it means isn’t, I know a lot of acronyms we’ve got, so it looks at the recency of someone purchasing. Mm-hmm. The frequency of their purchase, as well as how much money are they spending, and then what it does it then spits your customers into six different cohorts.

Mm-hmm. Where you can then identify, okay, who are my champion customers? Who are the ones who have just recently purchased or who are the ones at risk? And it just helps provide a clarity into the different strategies that you can deploy.

Yeah.

Kat Ramos: And speak to them on a level that like makes sense to them.

And even, I guess, identify areas of opportunity. Mm. How can we make [00:13:00] sure if you have a loyalty program, who of your champion customers aren’t part of that loyalty program? Yeah. How can we make sure that we’re still communicating to them? As if you know, they’re in the loyalty program or even get them to move across, who used to be a really good spender but haven’t spent in a very, very long time.

Like they’re elapsed customer, but they used to spend, you know, a thousand dollars. They’re obviously a type of customer we want to help you nurture and win back. You win back essentially because they are very highly valuable. Valuable. So that’s definitely as part of r fm. Looking at, I guess from a retention point of view, what can we do with this, um, analysis as well as acquisition strategies?

Yeah. It’s

Brenden Rawson: such a, such a good point. Kat. Um, RFM, you know, it’s, it’s, it such a good feature. It, um, improves the customer experience. Mm-hmm. Um, it is good for getting the right message to the customer, but like. We are here to grow revenue for merchants, right? Like, like this is how we actually drive additional revenue out of automation flows.

[00:14:00] Adding r fm in like, uh, we’ve seen some of the case studies, uh, I know at ends end we’ve been implementing it. Um, in the past. Those flows make more money. Yeah. Because it’s more targeted.

Steve Pover: Yeah. Are you talking about the, the flows that also target people that drop from RFM groups from active or champion as well?

Yeah, exactly. Yeah. So you can kind of create those, those, uh. Uh, uh, retargeting flows. Yeah. When someone, uh, kind of, I guess, falls into an at-risk segment, but we’ve also seen brands protect revenue more. Yeah. By doing That’s a big one. Conditional splits. Uh, if they’ve got a post as a card abandonment flow, uh, and they have a champion.

Mm-hmm. Uh, maybe that person shouldn’t receive the discount because we know they’re probably gonna check out anyway. Yeah. Or

Jason Anderson: maybe they should get a refer friend. You know, to get a discount by referring a friend. ’cause you know they’re likely to do that. Yeah. Rather than just giving them a discount. Yeah, exactly Right.

Exactly right. So,

Brenden Rawson: and you know, like, we can’t, we can’t rely on cheap, easy, lazy marketing anymore, right? Like, consumers are switched on. Yeah. They know how [00:15:00] to get discounts if they’re not set up. Um, in complex RFM Wave sending out like, uh, just bulk flat discounts, um. Open to abuse. Oh, absolutely.

Steve Pover: Yeah. And we also saw over BFCM last year, a few brands do some really cool stuff with cohort or product analysis.

Mm-hmm. Uh, where they were offering instead of just. Blanket discounts some bundle and save with specific items that they know was gonna move or that they knew was gonna move the needle. Those kind of things are all available with, with, I guess, marketing analytics and yeah. And RFM analysis specifically that you can do to, I guess, just protect the margins a little bit as well.

Jason Anderson: Yeah, I think that’s a big one, like the product analytics, right? Mm-hmm. When you talk about. A CRM, that’s purpose built for B2C. That’s the sort of thing that you’re talking about, right? In real practice, this isn’t just, Hey, you’ve got. 50,000 subscribers and you know their first name and their email address.

It’s actually looking at your product catalogs and saying, [00:16:00] Hey, there’s an affinity between these two products, and so if someone purchases this, we should send them that. Or this product is most commonly purchased with a discount. Like these are all insights that are very manual to gather like Klaviyo’s now looking to surface.

In an easy way, but also tied to the marketing. Yeah. So that you’re not just being like, oh, that’s interesting. There’s an action that you can take on it. Yeah. To drive revenue.

Kat Ramos: Yeah. We’re super excited. We actually had that flesh out as well as, as in terms of a feature, so with product analysis, essentially what that means is that you can have a look at a specific.

Skew. Mm-hmm. And have a look at when is the best time to send them a, uh, an email, like a win back type email. We’ll have a look at when someone’s expected to purchase next in that right timing for you. Mm-hmm. But then also look at. Um, look at the co purchase rate. So items commonly bought in that same cart or in that next order.

Yeah. Which is great having that insight and data, but what’s really exciting is that we actually have that available. So in your flow you can then action that right [00:17:00] away. So when you’re building your flow and have that split, you can have them display. Yeah. Based on the co purchase rate, let’s insert X product.

Yeah. So it’s specific and tied back and, and actually really actionable.

Jason Anderson: Yeah, exactly. Um. The other thing that I think is worth talking about when we compare your RFM analysis, so there are some other tools in there. I mean, Shopify has cohort analysis now, right? Um, and RFMI think might be in there. Yeah.

Um, as well. But what I think is really important to highlight with Klaviyo’s is two things. One, it’s customizable by the merchant. So if you’re a merchant where, um, you know, you’ve done this kind of research before where, you know. Specifically some metrics like recency, what it should be or frequency or monetary.

You can manually adjust what Klaviyo gives you to really personalize the, what it spits back at you, um, to your brand. But then the other thing is how often Klaviyo is AC actually updating its reference to the data, right? Like it’s looking at the model [00:18:00] every day and updating the model for your brand on the day.

Before’s data. Um, so that real time is actually informing Klaviyo every time you have a major sale, a product launch, whatever it might be, klaviyo’s getting that much more intelligent, literally down to the day. So the post-purchase email that go out the next day are that much smarter.

Steve Pover: Yeah, I mean, think about, uh, a furniture brand.

Mm. Versus, uh, a skincare brand and how their definitions of a champion customer or loyal customer might change. Yeah. Um, you know, you might only shop once every year if you’re lucky. Yeah. At a big furniture brand. Um, but it’s much more tied to monetary value Yeah. And total spend, as opposed to someone who shops every single week at a skincare brand.

Yeah. So having the flexibility and also the recommend, the recommended guides that Klaviyo offers to, to kind of customize it. It’s just so, so powerful. ’cause yeah, I feel like I’ve, I’ve definitely had this, maybe you’ve had this where you say these are your RFM segments and the brand goes, you have no idea Yeah.

What my r fm segments are. Yeah. Because that’s just [00:19:00] out of line. Mm-hmm. Um, so being able to customize it makes it a lot more easy. Yeah.

Brenden Rawson: Talking about total spend, I think it’s time. We hear from a word from our sponsors

Sponsor: founded in 2012, Klaviyo is the only CRM built for B2C brands. Powered by our built-in Klaviyo data platform and AI insights.

Klaviyo combines marketing automation, analytics and customer service into one unified solution, making it easy for businesses to know their customers and grow faster. Klaviyo helps relationship driven brands of all sizes deliver one-to-one experiences at scale, improve efficiency, and drive revenue.

Chat to the team at Zen or visit and zen.co/kl a v Iyo to find out more and get started.

Brenden Rawson: And we’re back. Uh, so an zen.co/podcast Go there, [00:20:00] check it out. You’ll get this episode, you’ll get all the previous episodes and you can sign up to hear, um, when the next ones drop. Um, all the links to subscribe.

YouTube, uh, Instagram, TikTok, um, LinkedIn, if you’re into that. Whatever it takes, man. We’ll, we’ll dance on TikTok. We’ll be professional on LinkedIn. Um, I forgot to mention, we are having some Archie Rose whiskey and ginger beers very lovely from a local Sydney distillery. Distillery. Absolutely. Very good.

Um, alright. Fantastic First half. Let’s get into the second half.

Jason Anderson: Yep. I think we did a good job in the first half talking about these pillars that Klaviyo, um, are talking about with their own customers. Right? So we talked about analytics, we talked about case service. Um, so the last pillar is marketing, which is probably what Klaviyo’s most famous for.

Um, but. There’s a [00:21:00] bunch of new announcements. There’s, um, a little bit of that’s been released around upcoming roadmaps. There’s some new channels like I alluded to earlier. Um, let’s kick it off with you guys, maybe highlighting a couple of your, each of you favorite new things or favorite features to talk about.

Steve Pover: Yeah, I mean, you go, Steve, I’ll go first. Yeah, you go. Yeah. So when we’re talking about marketing. Obviously that’s, that’s email. That’s SMS, that’s reviews now. Uh, that’s push notifications, which we touched on mm-hmm. What’s coming soon, as well as WhatsApp. Yes. Yes. Which is great long

Jason Anderson: awaited for feature.

Steve Pover: Yes. Especially for all our Southeast Asia merchants as well. Uh, all through India where it’s, where it’s used like. I mean, everyone uses it. Yeah. Yeah. I’m also quite excited to get WhatsApp messages locally. Yeah, that’d be a cool little, little feature. Europeans love WhatsApp. Yeah, yeah. Yeah. In South America

Kat Ramos: there’s a big market that we can now address and, and it is just tapping into that preferred channel.

Jason Anderson: Yep. That’s it.

Kat Ramos: Meeting people where they are and like I speak a to a lot of Aussie. Uh, retailers Yeah. Who [00:22:00] are expanding globally. They’re looking at the us they’re looking at Europe 100%. And these are the cha, these are the channels that will help really bridge that communication.

Jason Anderson: Southeast Asia as well.

Yeah. Like we’ve got clients that are selling in Singapore or um, yeah. Other areas in Southeast Asia, Indonesia, and yeah, if without WhatsApp it’s really challenging. Yeah. Yeah.

Steve Pover: I just, I just realized I didn’t answer your question at all, about two most loved features coming up. Um, but for me it’s campaign orchestra.

Yeah. So the ability to have, I guess, multichannels in a campaign and have multiple messages scheduled over time, similar to Klaviyo’s Flow Builder, where you might have your first email there. Then wait three days and have your next email, and then have a text message Yeah. As a discount might expire.

Something like that. Yeah. You can structure that same logic all with the same features and functionality as well, uh, in your campaign, uh, builder. Yeah. So you’re gonna be able to plan BFCM, [00:23:00] uh mm-hmm. Events and, uh, product launches. Product launches, yeah, exactly. Seasonal, uh, drops and mm-hmm. And discounts and things like that.

Uh, over multiple touch points, multiple days, uh, and multiple channels as well.

Brenden Rawson: This is such a good feature because, um, it’s something Anson’s been doing for years. Manually. Yeah. Long time. Yeah, man. Yeah. Very manually. Yeah. So we’ve been selling the concept of ma major campaigns again around Black Friday, um, product launches where we will build out a flow chart of these big campaigns, follow up campaigns, the additional SMSs, all of those touch points, the Resends, the Resegmentation, um.

You guys have just gone ahead and built. Yeah. So what are we gonna sell now? Yeah. Well, I mean, it’s a convenience

Jason Anderson: thing, right? And this is one of the Yeah. Think we’ll use it, right? Yeah. We’ll use

Brenden Rawson: it and we’ll be more efficient and that time can go back to, yeah. We

Jason Anderson: talked about this in our first episode with Klaviyo, um, that a big part of the reason we as an agency chose Klaviyo many moons ago, uh, was that it [00:24:00] was more efficient to implement, which means that.

We could charge less, we could do the work more quickly and we could get better. ROI. And this is another example of that. That process for us is manual and expensive, which limited us as an agency to open the door to really strategic campaigns like this, to merchants of all sizes, right? And then we simplify the process.

And now it’s much easier for a merchant of any size. To engage with an agency or do it themselves, but think really strategically, okay, I’m gonna send that launch email, and then two days later I’m only gonna send a resend to people that didn’t open. But then five days later, I’m gonna resend it to everyone who didn’t purchase.

Um, and this kind of leads me into my next, uh, feature that I think would be good to talk about Preferred channel. Mm. Yeah. Being able to dynamically know, okay, that this person’s more responsive to SMS. So if they prefer email or SMS on day. Two, do whichever channel is their preference. Um, but don’t do [00:25:00] both.

’cause we know doing both means higher unsubscribe rates. Yeah. And so all of that flexibility and advanced strategies at the hands of, you know, you or I now.

Steve Pover: Yeah. And it comes to Kat’s point earlier about meeting people in the right place Yeah. Where they want to be spoken to or, or communicated with. And I think.

You’re right with the conditional splits of the campaign orchestra, that’s really powerful and beneficial. Gonna make sure those messages are heard. Yeah. And actually looked at. Um, but also now with. With kind of channel fin affinity. There used to be similar to how you just said, a very manual process of choose, of deciding what, what, what brands, sorry, what customers actually like to hear.

Mm-hmm. From whether it be email or SMS. Now with ai, it’s gonna be, you know, one or two clicks, which is great. Yeah. Really, really easy. Yeah. And that means you’re gonna. Save some money as well over those. Of course, yeah. Over those sales periods or when you want to do more broader communications. Yeah. Um, which is great.

Kat Ramos: Yeah, and I, and I speak to a lot of brands and they’re doing email and SMS and siloed. Um, platforms. Yeah. But they tend to be sending to everybody. Yeah. So at least Yeah, in terms [00:26:00] of efficiencies in revenue and spend on channels is also that. Um, another one of my favorite features, we did talk about WhatsApp before, but WhatsApp as well.

Not only having it for campaigns but flows, but it gives brands an opportunity to actually engage with customers and ask them Yeah. More questions, two-way conversations, a two-way conversation and actually get them involved and like, as a community. Yeah. And that’s what a lot of, um, customers like, consumers like us.

We wanna feel part of the community of a brand. Yeah. And WhatsApp has that channel where you can ask them questions and go back and forth and help build that relationship that goes beyond just a text.

Jason Anderson: Yeah. One of my favorite examples, this wasn’t us, I wish it was, um, but um, I’ll tell the story like it is ours, um, own it.

But, um, a pet brand in the US that sells, like harnesses and leads, um, they sent a text message out on a Saturday morning. Um, saying, we wanna see photos of your dogs in there, you know, with their harness on [00:27:00] today. Now they’re doing this very strategically. They know people are at home, they’re probably walking the dog.

Um, and so they got this huge influx of contents of people sending photos of their dogs, and then they were able to ask, Hey, do you mind if we show your dog on Instagram? And then they’re posting all of this content. But when you think about organic viral campaigns, right? Mm-hmm. Very simply, they’ve sent out these messages.

They’ve had people send these photos in. They’ve got now all this great user generated content that they could add to product pages they can use for organic social content. But then they can post them on their stories. And of course, I mean, I have two dogs. If someone posted my dog on their story, I’d probably share it to mine.

And then you start having your customers sharing this content with their network. And you talk about actual, you know, generating clicks and, and sales or referrals. Um, being able to have those two way conversations that you could build within Klaviyo makes this stuff really easy to do now.

Kat Ramos: Yeah, actually.

And another feature that we are excited, or I’m personally excited is. [00:28:00] Custom objects. Yeah. Which you just, you’re talking about pets. It just made me think of it. Yeah. Um, but yeah, for everyone at home, that is the ability to really go, go down into the profile of, of customers and look at if Jason, he’s got two pets.

Yeah. What are their pet’s names? When’s their date of birth? Yeah. And use that information to, in order to message not to the pet, obviously. Yeah. To Jason. Yep. And like, making that a personalized experience based on the two pets that he has. Yeah.

Jason Anderson: This is something that’s been a huge challenge for us over the years.

Like you sell children’s products and you’ve got parents, right? You wanna be able to record the birthday of the child and then figure out how they’re, but then you need to age their products. If it’s clothes, yeah. Those clothes need to grow, right? Mm-hmm. Um, if it’s pets, um, you know, even other verticals, which we’ll come into, but.

What if it’s restaurant bookings or tickets to an event, right? Yeah. Being able to save all of those as. Custom objects that then they can have their own flows triggered based on Yeah, rather than having 50 different profile properties for a single subscriber. That [00:29:00] even then it might not be enough if they just add two pets or three, they wanna add three, they wanna add five.

Steve Pover: To add to your example, sorry, Brendan. No, no. To add to your example, uh, it was called out our earnings call, but the Parramatta eels have just come on board. So Cool. And it, yeah, it solves a huge problem for, for sporting clubs, um, and really anything that might have family membership. Yep. Uh, so you could, you can have kind of the whole family Yeah.

As, as custom properties, which is amazing. Um, because I feel like that industry specifically has probably been under. Underperforming when it comes to creating really personalized Yeah. When you talk about innovation, right? Yeah, absolutely.

Brenden Rawson: You, you can sell tickets, you can sell memberships, merchandise.

You can sell merchandise. Yeah. You know about the family. Yeah. Um, so much. Yeah. I’m really ex, I mean, there’s tons of industries. I’m really excited about the restaurant industry. Yeah. Um, something that, um, Andzen in her previous life used to do with our platform was heavily sell into restaurants.

Yeah.

Brenden Rawson: Um, back in London.

Now, um, you know, we sort of moved away from that a [00:30:00] bit. We, we really heavily focused on e-commerce because we’re able to like draw a direct line for ROI, um, knowing when someone clicked on an email and then when they checked out. Uh, now with custom Objects, we can do a lot more from bookings, from allergies, from, um, anniversary dates.

Yeah. Um, and start driving revenue for restaurants like we do for e-commerce merchants.

Jason Anderson: Yeah. Absolutely. Yeah. I mean, the whole verticals conversation is amazing, right? Like, I think we’ve been fortunate enough as Andzen where we’ve helped merchants kind of come onto kla that aren’t traditional, maybe e-commerce merchants.

Um, but you know, at first it was e-commerce merchants that also had a B2B, um, you know? Mm-hmm. But yeah. Now we’re talking about restaurants, we’re talking about sporting clubs. We’re talking about any sort of business that’s speaking to a customer. You’ve got the flexibility, but also the automation tools and also the reporting within Klaviyo now to be able to do so much more than [00:31:00] some of these other tools that have been on the market that haven’t really had to innovate because there’s been no real competition.

Kat Ramos: Yeah. And because we can build a lot of reporting, as you said, the. Metric doesn’t need to be placed order. No. It can be based on what conversion it could book. Yeah, yeah. Whatever conversion metric that you are, that you’re looking at. And that’s I guess, one of the flexibility within Klaviyo. You can change it Yeah.

To best suit whatever you’re, you’re, you’re measuring.

Steve Pover: Yeah. And that’s probably something that we’ve gotta figure out as well at Klaviyo a little bit better is how we talk and talk about the value of saving time, of increasing conversions that aren’t just ’cause as an e, as an ESP, what we were, you know, 10 years ago.

It’s clicks and revenue and that’s, yeah. Everything that you talk about is based off ROI, uh, and now I think we’re gonna be solving broader business problems for brands. Yeah, of course. And also talking to different people. Right. We’ll have CXOs and, and head of customer service and things like that, um, that we’ll be talking to as well.

Um, so we probably need to refine the tools a little bit there.

Brenden Rawson: Yeah, I think, I think we all have a challenge, right? Exactly right. We would [00:32:00] selling, okay, your list size is this, you send this many emails. Yeah. This is how much it’s gonna cost and this is how it compares to the other players in the, in the market.

Steve Pover: Yeah.

Brenden Rawson: Things have changed so much now.

Steve Pover: Mm-hmm.

Brenden Rawson: There are so many features and, and you’re right. It’s not just about, whilst, you know, driving revenue is a big part of it. Time saving, time, getting efficiencies, getting those insight, um, those business insights which actually improve the business, which aren’t even measurable on the Klaviyo platform.

Um. This is enterprise software.

Jason Anderson: Hmm. Yeah. Awesome. Well, I think we could talk for days, but maybe let’s do one more. Thing that we’re excited about each. I’m gonna go last, um, but Kat is there anything that we haven’t touched on yet that you wanna talk about?

Kat Ramos: Yeah. One of the things that is part of our marketing analytics is cohort analysis.

Mm-hmm. Which recently just came out as part of, um, the suite. And it’s a really awesome dashboard that you can customize yourself using the different metrics [00:33:00] and I guess identify it. Like looking at a cohort. Mm-hmm. How are they behaving over time? Yeah. And what patterns are you seeing and where can we then for, um, as a business, like, like if we’ve just launched a new product Yeah.

How is it performing? When are people actually making that purchase? And like seasonality wise, like when is that occurring? Yeah. So you can build it whether you, what you want it to Yeah. To read. But that’s been an awesome insight, um, that a lot of brands are really excited to tap into. Yeah. One of the

Jason Anderson: examples that we saw the other day of that, which I hadn’t really thought about, was.

If you are the cohort of people that sign up from a signup form and how quickly do they purchase? Right? And it’s just something that we don’t think about. We know, we know that the conversion rate is somewhere between, so 10 and 20% for your welcome series, but it’s a good question. What are we doing with the other 80% and do they just convert from a campaign in two weeks, three weeks?

Two months? Um, you know, what is the automation opportunity to pick up on those things when you do the cohort analysis? Yeah,

Steve Pover: really cool. Um, I reckon I’ve spoken more [00:34:00] about deliverability in the past year mm-hmm. Than I had the two years, or two and a half years before that. Yeah. Combined. Mm-hmm. Um, and one of the features that I, that we’ve just launched and rolled out, uh, is the sender, uh, repair reputation, ai.

Yeah. Uh, which is again, just. I think so powerful to brands, to to protect their deliverability and make sure they’re staying at the top of the inbox. Not in spam, not in junk, um, but also following best, uh, sending procedures and I guess recommendations. Effectively, this is just a feature where when you are ready to send a campaign, you’ll get a little alert that’ll say, Hey, you should exclude these people.

Yeah, based off. All of Klaviyo’s data about who’s engaged with your emails, who’s clicked, who’s been active on site recently, it’ll look at all of that and say, Hey, there’s probably, maybe, maybe it’s a thousand, maybe it’s 500 people that you shouldn’t send this email to. Um, maybe you should exclude them.

Yeah.

Brenden Rawson: And again, this is something that we were doing manually as a, as an agency, this is something we were charging for. And you know. I [00:35:00] think it is, again, to what Jason was saying, um, more tools that Klaviyo builds into the product itself that automates it. That means we can, the merchant, the customer can be doing more high level work.

We can be doing more high level work, um, and not having to sort of do the nuts and, and bolts, uh, ground level work, which should automatically be happening. Yeah. Um. It’s not as sexy, but I love it. Nice. Yeah. For me, um, I said it before, I think it’s the, uh, constant alignment with end, end from customer journey.

You know, it’s not just about marketing automation. Um, it is about all of those data points, bringing them together and thinking about. The whole customer journey. If someone has a bad, um, customer service experience and it’s not factored into how they’re emailed, um, that is, that is gonna have a worse result, um, on revenue and for customer experience.

So being able to [00:36:00] bring in all of the RFM analysis, all of the different marketing challenges, the channels, um, the channel affinity mm-hmm. And the customer service all in together. Really focusing on customer journey. That’s what I’m excited about.

Jason Anderson: Yeah. Great. I think for me, the, it’s, it’s still the interplay between, um, Klaviyo having that predicted date of next order, and then also being able to add in some of these product ai, um, features in terms of like the product affinities and, and cross-sell affinities because it just.

It gives scale to a merchant, right? Yeah. It can be so hard for a merchant, particularly with a big catalog, to actually be able to create really one-to-one experiences. But now within a couple of clicks, you can be really confident that if they only purchase this product, they’re gonna see the next most likely product.

No matter who they are, no matter how much they purchase, it’s gonna land at the right time and it’s gonna be the most personalized to them. Not just for their first order, but their second order, their third order, their fourth order, no matter what. [00:37:00] Uh, so yeah, that’s it for me.

Brenden Rawson: Amazing. Well, like Jason said, we could just go on all night.

Um, but we should call it here. Uh, Steve Kat. Jason, thanks for joining me. Thank you. Um, had a great time. Yeah. Bit of blast. Yeah, it was great. Let’s do it again tomorrow. Yeah. Yeah. Them platinum flom. Yeah. Yeah. Thanks for having us. Uh, yeah. Thank you very much, Kat. Thanks, Steve. Um, again, zen.co/podcast like and subscribe.

Thanks everyone.

Jason Anderson: Thanks everyone.

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