Klaviyo FAQs
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Klaviyo is a CRM and marketing platform built for ecommerce.
What makes it different is how it uses data. Instead of sending the same message to everyone, you can build flows, segments, and campaigns based on real customer behaviour- what someone has browsed, bought, or engaged with.
It’s less about sending emails, and more about building a system that responds to your customer over time.
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Yes, when it’s set up and used properly.
Klaviyo can become one of your most reliable revenue channels, but many brands only scratch the surface. Having it installed is one thing; having it working properly is another.
That gap is usually where working with a Klaviyo expert makes the difference.
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It varies, but as a general benchmark, email and SMS combined should be contributing around 20 to 40 percent of total revenue.
If it’s significantly lower, it’s often a sign that something in the setup, flows, or segmentation isn’t quite right.
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At a minimum:
Welcome flow
Abandoned browse and abandoned cart
Post-purchase and repeat purchase
Winback or re-engagement
From there, it should become more tailored. The best-performing accounts reflect the actual customer journey, not just a standard list of flows.
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Usually it comes down to a combination of structure, segmentation, and messaging.
Flows might be triggered at the wrong time, sent in the wrong order, or too broad to feel relevant. In other cases, the content simply isn’t doing enough to move the customer forward.
This is where my Klaviyo consultancy service can help, identifying what’s really holding performance back and how to fix it properly.
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Yes!
Flows handle key lifecycle moments automatically. Campaigns keep you visible, support launches, and drive demand.
The strongest accounts use both together as part of a connected strategy.
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No, but it should work alongside them.
Klaviyo is most effective when it’s connected to your wider marketing, including paid, organic, SMS, and even offline touchpoints like direct mail.
The Audit FAQs
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A full review of your Klaviyo account, including flows, campaigns, forms, segmentation, and deliverability, all assessed in the context of your brand and your goals.
You’ll receive a scored Google Sheet, a written recommendations report, and a prioritised action plan.
It’s not about pointing out what’s broken. It’s about understanding what your account is doing, what it could be doing, and where the biggest opportunities are.
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Usually 2 to 5 working days from the point access is granted.
If your account is more complex, I’ll give you a clear timeline upfront.
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Read-only access to your Klaviyo account, plus a short call or questionnaire so I understand your goals and customer.
That context is what makes the audit valuable.
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Yes.
Some clients move into implementation or ongoing Klaviyo consultancy with me, others take it in-house. The audit is designed to work either way.
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Often more so.
Getting the foundations right early avoids having to undo poor structure later.
Lifecycle & Retainers
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Flow Optimisation focuses specifically on your lifecycle journeys.
The Growth Partnership is broader. It covers flows, campaigns, forms, and cross-channel activity as an ongoing, fully managed piece of work.
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No.
Email is usually the core, but I also work across SMS and WhatsApp, and can connect into offline channels like direct mail where it adds value.
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Yes.
Copy and messaging are a key part of performance. I either handle this directly or work alongside your internal team.
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Some improvements happen quickly, particularly within flows.
The bigger gains come from building a more structured, consistent lifecycle over time.
Team Training &
Klaviyo Consultancy
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Klaviyo consultancy is about improving how you and your team use the platform.
That can include strategy, troubleshooting, campaign planning, or working directly in your account to guide improvements.
It’s flexible support from a Klaviyo expert, rather than full outsourcing.
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Training focuses on upskilling your team.
Consultancy is more flexible. It might involve solving specific problems, sense-checking strategy, or supporting a marketing lead.
Most brands use a mix of both.
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Yes.
Copy and messaging are a key part of performance. I either handle this directly or work alongside your internal team.
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It depends on your starting point.
If your team already has the basics, a few focused sessions can make a big difference. Starting from scratch takes longer.
I can also record what I am working on with loom, which can be shard with your team so they can use it as a reference at a later date.
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Yes.
Self-taught teams often have things working, but with gaps in structure or strategy. This is where refinement makes a noticeable difference.
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Yes.
Some brands use consultancy as ongoing support, a regular check-in to troubleshoot, sense-check, and keep things moving.
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Yes, I have supported 3 large London-based agencies to do just this, and have supported Klaviyo and their partner team with a playbook to get this service up and running quickly. Get in touch if you are an agency and want to have a chat.
Migrations FAQs
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Yes.
I support migrations from both platforms, as well as others, with a focus on setting your Klaviyo account up properly from the start.
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No critical data should be lost.
Migrations are also a chance to clean up your data and avoid bringing across things that no longer serve you.
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No.
You can choose how involved you want me to be, from full support to working alongside your internal team.
Working With Me FAQs
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I specialise in Klaviyo, focusing on lifecycle strategy, flows, and CRM optimisation for ecommerce brands.
I’ve worked across sectors including wine, supplements, pet care, luxury jewellery and interiors, usually with brands looking to move from a functional setup to something more strategic.
I have over 4 years' experience working exclusively in CRM, and 10 years prior to that as a Marketing Director with a passion for customer journeys.
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It’s a recognition from Klaviyo for people who actively contribute to the community by sharing knowledge and supporting other users.
I’m a three-time returning Community Champion, which reflects my consistent contribution over time.
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I don’t use templates or fixed playbooks.
Everything is built around your brand, your customer, and how people actually buy from you. The focus is on what works commercially, not just what looks right.
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Most people start with a conversation.
If you’re unsure, I’ll recommend what actually makes sense, even if that means not working together yet.
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Yes.
I work with brands across Europe and beyond. Everything runs remotely and fits easily into different time zones.
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Absolutely, I have built up a trusted network of other CRM experts (freelancers and agencies) in this space so I will be able to recommend the right person for you and your brand.
Thanks to the close-knit Klaviyo Community Champion programme, I have connections worldwide too in case you want someone local to you.
Speaking FAQs
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CRM strategy, brands, lifecycle marketing, and getting Klaviyo working properly.
This includes flows, segmentation, and connecting email, SMS, and other channels into one system.
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Keynotes, panels, workshops, webinars, and internal training sessions.