Table of Contents
Why Klaviyo is the Best Email Choice for Shopify
When Superbon was sold to SPRiNG in 2022, one of the elements that most impressed the buyers was our email machine. Not our product catalog, not our design, but our Klaviyo setup, which generated 32% of our monthly revenue. This figure might seem optimistic, but it simply reflects the reality of a well-executed email strategy.
Email marketing remains the #1 conversion channel for e-commerce in 2025, with an average ROI of 36:1 according to the latest industry studies. For every euro invested in Klaviyo, well-optimized e-commerce brands recoup an average of 36 euros. It's mathematical, measurable, and most importantly: it's a channel you own, unlike Meta or Google audiences.
Why Klaviyo specifically for Shopify? Because the native integration is so advanced that it transforms your Shopify database into a true goldmine of behavioral data. While Mailchimp gives you access to emails and first names, Klaviyo automatically synchronizes complete purchase history, browsing behavior, viewed products, abandoned carts, Customer Lifetime Value, and even custom metafields you've created. Everything you need to know about Klaviyo lies in this unique ability to transform Shopify data into personalized emails that convert.
Compared to Omnisend or ActiveCampaign, Klaviyo largely dominates the Shopify ecosystem for a simple reason: the tool was designed from the outset for e-commerce, not adapted after the fact. At Cabania, where we generate over €100k in monthly revenue, Klaviyo accounts for between 28% and 35% of sales depending on the month. If you're launching your Shopify store, integrating Klaviyo from day one is not a luxury; it's a strategic foundation.
Klaviyo × Shopify Integration: Complete Setup
Native Installation in 5 Minutes
The beauty of the Klaviyo-Shopify integration is its initial simplicity. From the Shopify App Store, you install the application with one click, authorize synchronization permissions, and in less than 5 minutes, your Klaviyo account begins to ingest all your store's data. No developer needed, no complex configuration for the basic setup.
But beware: "installing" is not "optimizing." Discover our step-by-step configuration tutorial to understand the subtleties that make the difference between a basic setup and an email war machine.
Customer Data Synchronization
This is where Klaviyo shows its full power. From installation, your tool automatically begins to synchronize the complete purchase history of each customer: who bought what, when, for how much, how many times. But most importantly, Klaviyo tracks the browsing behavior of your visitors in real-time.
A visitor browses three products in your "face care" category without adding anything to the cart? Klaviyo knows this and can trigger a browse abandonment email 24 hours later with exactly those three products. A customer adds a product to the cart but abandons the checkout? The "added to cart" event is captured instantly, allowing for a first automatic re-engagement email in less than an hour.
Custom properties are also synchronized: automatically calculated Customer Lifetime Value, Shopify tags you've created (VIP, Wholesaler, Influencer), and even metafields if you've configured them. At Cabania, we use metafields to track preferences for treehouse bed configurations, which allows us to send ultra-personalized emails about accessories compatible with the exact ordered configuration.
Advanced Tracking Configuration
Klaviyo's "Active on Site" tracking is a game-changer often underutilized. Once activated, it allows you to capture browsing behavior even for unidentified visitors (via cookie), then reconcile this data as soon as they subscribe or place an order. Result: you can send a welcome email that mentions the three products the person viewed even before subscribing.
"Back in Stock" alerts also deserve special attention. For our brands, this flow consistently generates conversion rates between 15% and 30%, well above the email average. Configuration is done product by product in Klaviyo, with an automatic registration form that appears when a product is out of stock.
For cart abandonment, Shopify already sends a native email if you activate it in the settings, but Klaviyo tracking is much more powerful: it allows you to create multi-email sequences with dynamic personalization, A/B testing, and fine segmentation based on cart value or affected products.
First Essential Settings
Double opt-in or single opt-in? In France, the question is sensitive due to GDPR. At Stellar Projects, we systematically recommend double opt-in for two reasons: guaranteed legal compliance and superior list quality. Yes, you lose 20% to 30% of sign-ups between the first click and email confirmation, but the contacts who confirm are genuinely engaged, and your deliverability remains excellent.
Basic segmentation should be set up from day one. At a minimum: separate newsletter subscribers from purchasing customers, and create segments by language if you operate in multiple languages. During your migration to Shopify, it's also the ideal time to properly restructure your Klaviyo database and start on a solid foundation.
The 7 Essential Email Automations
1. Welcome Series: The First 3 Emails That Lay the Foundation
The welcome series is your first impression, and it consistently generates the best open rates for your email program: expect 50-60% open rates on the first email, sometimes even 70% if your lead magnet is powerful.
The classic 3-email structure works remarkably well. Email 1 sent immediately after registration: warm welcome, quick brand introduction, and a 10% discount code to convert interest into a first order. At Superbon, this first email alone generated 8% direct conversion.
Email 2 arrives 2-3 days later: here you tell your story, why you created the brand, what differentiates you, and you present your bestsellers with social proof (customer reviews, number of sales). This is your storytelling moment, where you create an emotional connection.
Email 3 at D+5 or D+7: creating urgency and a final push. The discount code expires in 48 hours, your customers love a certain product (reinforced social proof), and you offer a usage guide or tips to get started. This is your last opportunity to convert before the prospect becomes "cold."
2. Abandoned Cart: Recovering 15-25% of Lost Revenue
Cart abandonment is the most profitable flow of any Klaviyo program, period. For our brands, it accounts for between 12% and 18% of total email revenue. Timing is critical: first email 1 hour after abandonment (gentle reminder, "you forgot something"), second email at 24 hours (adding urgency, "products are selling fast"), third at 48 hours (incentive if necessary, or reinforced social proof).
A fourth email at 72 hours is optional depending on your industry. At Cabania, where the average cart value exceeds €800, we use it systematically because the decision cycle is longer. At Superbon, with an average cart value of €45, three emails are more than enough.
The progressive incentive technique works well: no discount in the first two emails (many people return naturally), then -10% in the third only if the cart exceeds a certain amount. This prevents conditioning your customers to always wait for a promotion.
Personalize as much as possible: show exact images of abandoned products, use the first name, mention if stock is limited (real urgency, not artificial), and add customer reviews specific to these products. A generic "come back and complete your order" template converts 2-3 times less than a truly personalized email.
To learn more about sequence architecture, SMS and retargeting coupling, and recovery benchmarks by sector, consult our complete method for recovering abandoned carts.
3. Post-Purchase and Upsell: Maximizing Lifetime Value
The first post-purchase email goes out immediately after an order: warm thank you, order summary, and tracking link. Nothing revolutionary, but it's a moment of positive emotion not to be overlooked. Typical open rate: 60-70%.
The intelligent cross-sell email arrives 7 days after receipt (allow time for the customer to receive and test the product). Klaviyo excels here: you can use AI recommendation blocks that automatically suggest complementary products purchased by other customers who ordered the same item. At Superbon, our facial serum consistently triggered a recommendation for the moisturizing cream with a 12% conversion rate on that email.
The customer review request at D+14 is crucial for your social proof and SEO. Integrate Yotpo or Judge.me with Klaviyo, and the flow automatically triggers with a direct link to the review form. Offering a small incentive (50 loyalty points, entry into a prize draw) significantly boosts the response rate.
The repeat purchase email at D+30-45 (to be adapted according to your typical product consumption cycle) intelligently re-engages: "it's time to replenish your serum," with automatic calculation based on product volume and average usage. Add a subscription option (via ReCharge) to transform one-time purchases into recurring revenue.
4. Browse Abandonment: Capturing Intent Before the Cart
Browse abandonment is the often-overlooked flow that can generate an additional 3% to 5% in revenue. The trigger: a visitor views 2 or more products without adding anything to the cart. The email goes out 24 hours after the visit (not too soon to avoid being intrusive, not too late for interest to still be there).
Personalization is essential: show exactly the viewed products with their images, prices, and some customer reviews. Add 2-3 similar or complementary products to broaden interest. At Cabania, this flow converts at an average of 2.5%, representing about €3000 in monthly sales for an automatic email running in the background.
5. Back in Stock: The Flow with Exceptional Conversion Rates
If any flow deserves your priority attention after cart abandonment, it's Back in Stock. Why? Because a customer who signs up to be notified of a restock demonstrates very strong purchase intent. They have already made the effort to leave their email specifically for that product.
Result: conversion rates between 15% and 30% depending on the sector, whereas a classic email converts at 1-2%. At Superbon, our best-seller, out of stock for 3 weeks, had generated 847 Back in Stock subscriptions. When we restocked, the automatic flow converted 223 orders in 48 hours. Instant and massive ROI.
Configuration in Klaviyo is simple: create a flow with the "Subscribed to Back in Stock" trigger, wait for the product to be available again (the condition is automatically verified via Shopify sync), and immediately send the notification. Add a sense of real urgency: "Only 50 units available" if that's genuinely the case.
6. Inactive Customer Reactivation: Win-Back Campaigns
Segmentation by inactivity duration is the foundation of reactivation campaigns. Create three segments: inactive for 60 days, 90 days, and 180 days. For each segment, the approach and incentive are adjusted.
At 60 days, a simple reminder is often enough: "it's been a while," show new arrivals, mention that you're thinking of them. No need for a discount. At 90 days, add a light incentive (-10% or free shipping). At 180 days, bring out the heavy artillery: -20%, exclusive offer, or special bundle. At this stage, you're not recovering margin, you're recovering the customer.
At Cabania, our "inactive 180d+" segment paradoxically represents a true goldmine: these are former buyers who have already spent an average of €850 (high average cart value). Reactivating just 5% per quarter represents €15,000 to €20,000 in additional sales with a simple, well-designed email.
7. Customer Winback VIP: Special High-Value Treatment
Not all customers are equal, and your VIPs deserve differentiated treatment. Create a "High Value Customers" segment based on CLV (Customer Lifetime Value): for example, all those who have spent more than €500 in the last 12 months.
For this segment, offers are exclusive and personalized: early access to new products, VIP discounts not communicated to the rest of the base, invitations to private events or webinars, direct line to the founder. At Stellar Projects, we apply this principle to our own clients: those who have generated more than €50k in projects receive priority hotline support and free strategic advice.
Integration with a loyalty program (Smile.io, LoyaltyLion) in Klaviyo allows for automatically displaying the customer's point balance in each email, creating a constant reminder of accumulated value and encouraging spending. Strategies to increase your sales with email marketing all involve this intelligent personalization based on customer value.
Email marketing is one of the 5 most powerful off-site levers for increasing a Shopify store's conversion rate. To place Klaviyo within a comprehensive conversion strategy that also covers on-site (homepage, product, checkout, mobile) and purchasing psychology, consult our guide to the 25 levers for optimizing Shopify conversion rates with benchmarks by sector.
Advanced Segmentation: Maximizing Relevance
The RFM Method: Recency, Frequency, Monetary
RFM segmentation is the holy grail of e-commerce email personalization. It crosses three dimensions: when the customer last purchased (Recency), how many times they purchased (Frequency), and how much they spent (Monetary). This creates ultra-precise behavioral segments that allow for fine-tuning messages and offers.
Your "Champions" are customers who have purchased recently, buy often, and spend a lot. This is your VIP segment that should receive exclusive offers, not generic promotions that would devalue their status. At Superbon, this segment represented only 8% of the base but 34% of email revenue.
"Loyal" customers buy frequently with decent amounts, but haven't placed an order recently. Warning: this segment is at risk of churn. Reactivate them with a personal message, an emotional reminder of why they loved your products, and a targeted offer if necessary.
"At-risk" customers haven't purchased for X days (to be defined according to your typical product cycle). For Superbon with cosmetics that last 2-3 months, "at risk" meant 90 days of inactivity. For Cabania, where a treehouse bed is a unique purchase, it's more like 180 days without interaction (email open, site visit).
"Lost" customers exceed 180 days of total inactivity. Before definitively excluding them (sunset policy), attempt one last aggressive win-back campaign. If there's no reaction, delete them: they hurt your open rates, degrade your sender reputation, and cost you money (Klaviyo bills by contact count).
Behavioral and Predictive Segments
Beyond RFM, segment by product category purchased. A customer who only bought face care from Superbon received different emails than a customer focused on body or hair products. This seems obvious, but many brands still send the same email to their entire base.
The acquisition source (Meta, Google, organic, affiliate) also influences behavior and expectations. Customers from Meta generally respond better to impactful visuals and short offers, while those from Google search are more receptive to educational content and product comparisons.
The device (mobile vs. desktop) radically changes how your emails are consumed. 70% of opens are on mobile today, but desktop conversions often remain higher (higher average order value, smoother checkout process on a larger screen). Adapt your templates accordingly: on mobile, a single, very visible CTA; on desktop, you can allow for more richness.
Klaviyo's predictive segments use machine learning to estimate each customer's "Predicted Next Order Date". At Cabania, we use this data to trigger cross-sell accessory emails exactly when the algorithm predicts the customer is ready to repurchase. Open rate: 42%, click-through rate: 8.3%, well above our campaign averages.
A concrete example from our cosmetic experience at Superbon: we segmented our base into 3 main profiles (Minimalist Routine, Skincare Addict, Curious Discoverer) based on the number of products purchased and the diversity of categories explored. Each profile received a different email calendar and product recommendations. Result: +18% repeat purchase rate over 6 months compared to the previous one-size-fits-all approach.
Design and Content: Templates That Convert
Email Design Principles 2025
Email design has evolved tremendously in recent years, and 2025 continues to emphasize certain trends. Mobile-first is no longer an option but an obligation: 70% of opens are on smartphones, and an email not optimized for mobile is immediately deleted.
The visual hierarchy must be clear: logo at the top, clear and impactful headline, dominant product visual, highly visible CTA above the fold. On mobile, users don't always scroll, so the essentials must be immediately visible. Test your templates on iPhone and Android; renderings can sometimes vary significantly.
CTAs deserve special attention. A button too small on mobile is frustrating; a button too large appears aggressive. Our sweet spot at Stellar Projects: 44-48px minimum height on mobile, color contrasted with the background, action-oriented text ("Discover more" rather than "Click here"). Systematically A/B test the color: at Superbon, a dusty pink CTA converted 23% better than a black CTA, in line with brand identity.
Dynamic Personalization and Smart Blocks
Klaviyo's dynamic blocks allow you to display different content based on the recipient's segment within the same email. For example: your abandoned cart email can show a -10% discount code only to new customers, while returning customers see a reassurance message without a discount.
Klaviyo's AI product recommendations analyze all your customers' purchase history to automatically suggest the most relevant products to each individual. At Cabania, this block added to our post-purchase emails generated €4200 in additional monthly revenue with zero manual effort. The algorithm continuously learns and improves over time.
Countdown timers create powerful visual urgency. Be careful not to overuse them: if all your emails contain a timer, the effect diminishes. Reserve them for genuine limited-time promotions and abandoned carts where urgency is justified (limited stock, genuinely expiring offer).
Copywriting and Systematic A/B Testing
The subject line remains the most critical element of your email: if it doesn't encourage opening, everything else is useless. Aim for fewer than 50 characters (optimal mobile display), use emojis sparingly (a maximum of one), personalize with the first name if relevant but not systematically (the effect wears off).
At Superbon, our most effective subject lines blended concrete benefit and curiosity: "Marine, your skin will love this serum" (38% open rate) versus "New anti-aging serum available" (22% open rate). First name + emotional benefit crushed the basic product description.
The preheader (that short line of text that appears after the subject line) is often overlooked despite strongly influencing the decision to open. Never leave it as default ("View this email in your browser"); use it to complement the subject line and provide an additional reason to open.
In the email body, storytelling always beats purely promotional content. Explain why you created this product, share an authentic customer testimonial, explain the problem you solve. In our Cabania emails, the best performance comes from stories of parents testifying to the impact of the cabin bed on their child's sleep, not from lists of technical specifications.
A/B testing should be systematic, not occasional. Test one element at a time: subject line one week, CTA the next week, send time the third week. The minimum sample size for a significant test: at least 1000 recipients per variation, ideally 2000+. Below that, results are too influenced by statistical chance. Optimizing your conversion rate necessarily involves this culture of continuous testing.
Integrations and the Shopify-Klaviyo Ecosystem
Advanced Synchronization with Shopify
The native Shopify-Klaviyo integration automatically synchronizes tags and segments, but few brands fully leverage this connection. The Shopify tags you create (VIP, Wholesale, Influencer, Press) instantly appear in Klaviyo and can trigger specific flows or campaign exclusions.
Custom properties are even more powerful: create properties in Shopify (number of orders, lifetime value, favorite category) and use them in Klaviyo to create ultra-precise segments. At Cabania, we have a "configuration_type" property that allows us to send cross-sell emails perfectly tailored to each type of bed ordered.
Shopify metafields can also be synchronized in Klaviyo if you configure the integration correctly. This is particularly useful for brands with complex catalogs or specific product attributes. Shopify Plus features like Shopify Flow even allow you to automate certain actions between Shopify and Klaviyo without going through Zapier.
Powerful Third-Party Integrations
Review apps (Yotpo, Judge.me, Loox) integrate natively with Klaviyo to automatically inject customer reviews into your emails. Result: your abandoned carts display ratings and comments specific to the products concerned, creating ultra-relevant social proof that boosts conversion by 15 to 25% according to our tests.
Loyalty programs (Smile.io, LoyaltyLion, Yotpo Loyalty) synchronize each customer's point balance in Klaviyo, allowing you to dynamically display "You have 250 points = €12.50 to spend" in each email. This constant visibility of accumulated value strongly encourages repeat purchases.
Subscription apps (ReCharge, Appstle, Skio) allow you to segment your subscribers in Klaviyo and send them specific emails (pre-billing reminder, suggestion to pause subscription instead of cancelling, upsell to a higher plan). For the subscription brands we support, these flows increase retention by 8 to 12 percentage points.
Product recommendation quizzes (Octane AI, Jebbit) capture valuable "zero-party data" (data voluntarily provided by the customer) and push it into Klaviyo. You now know that Marine has sensitive combination skin, is looking for vegan products, and has an average budget of €30 per product. This wealth of information allows for advanced personalization far beyond simple purchase data.
Klaviyo rarely works alone. Its full potential is revealed when combined with a coherent stack of apps: customer reviews to feed emails, AI chat to capture pre-sales questions, tracking to measure attribution. Our selection of the complete stack of Shopify apps we recommend lists the 9 other apps we systematically deploy alongside Klaviyo on our projects.
Webhooks and Custom Developments
For brands with very specific needs, Klaviyo webhooks and API allow for custom integrations. At Stellar Projects, we have developed several custom connectors for our clients: synchronization with an external ERP, connection to a B2B CRM, integration with a physical point-of-sale system.
Advanced use cases often require specific development: for example, sending an automatic Klaviyo email when a sales rep qualifies a lead in the CRM, or triggering a notification when a key account places an order on the website. These cross-system automations create a fluid experience and drastically reduce manual work.
Analytics and Optimization: Measuring ROI
Essential Metrics and Benchmarks
The average open rate for e-commerce hovers around 35-45% in 2025. Below 30%, you likely have a deliverability problem or unengaging subject lines. Above 50%, congratulations, you are among the top 10% of e-commerce brands on Klaviyo. Our average at Cabania: 42%, with peaks at 65% for certain flows like Back in Stock.
The click-through rate is generally between 2% and 5%. What really matters is the CTOR (Click-To-Open Rate): among those who opened, how many clicked? A good CTOR exceeds 12-15%. If your CTOR is low despite good open rates, your problem is in the email content, not the subject line.
The email conversion rate (orders / emails sent) varies greatly depending on the campaign type and sector, but a reasonable benchmark is between 0.5% and 2%. Flows perform better than campaigns: at Superbon, our abandoned carts converted at 3.8% while our product newsletters hovered around 1.2%.
Revenue per recipient (revenue generated / number of recipients) is perhaps the most actionable metric. If your RPR drops, either your audiences are fatigued (you're sending too much), your merchandising is weak (unattractive products), or your offers lack punch. Track this KPI monthly and investigate as soon as it declines.
Attribution and Data Reconciliation
Email attribution is a complex subject that causes heated debates. Klaviyo uses a default "last-click 5-day" attribution: if a customer clicks on an email and then purchases within 5 days, Klaviyo attributes the sale to itself. Google Analytics uses a different attribution. Result: sometimes significant discrepancies between the two tools.
Our approach at Stellar Projects: consider that the truth lies between the two figures. Klaviyo slightly overestimates (it attributes sales that would have happened anyway), GA4 underestimates (it doesn't always see the email click in attribution). If Klaviyo says 35% of your revenue and GA4 says 22%, the reality is probably around 28-30%.
Multi-touch attribution is fairer but more complex. It distributes sales credit among all touchpoints in the customer journey: they discovered your brand via Meta, clicked on a product email 3 days later, then searched for your brand on Google before converting. Who deserves the credit? All three touchpoints played a role. Klaviyo offers linear or position-based attribution models (first touch, last touch) to explore in advanced analytics.
Continuous Optimization and Audits
A quarterly audit of your flows is essential. Too many brands set up their automations once and then forget about them for months. However, performance evolves, customer behavior changes, and what worked in January may be suboptimal in June.
During the audit, check: open and click-through rates for each email in the flow (often the 3rd email in a series performs very poorly and should be deleted), overall conversion rate, monthly revenue generated. Compare to your previous benchmarks and Klaviyo's industry standards. If a flow underperforms, test new subject lines, new timing, or different content.
The sunset policy involves regularly excluding inactive contacts who never open your emails. This is counter-intuitive (voluntarily reducing your base?), but essential for maintaining good deliverability. ESPs (Gmail, Outlook) observe engagement on your emails, and if 40% of your recipients never open anything, you lose reputation and end up in spam. At Stellar Projects, we recommend excluding contacts with no opens for 180 days, after a final win-back attempt.
Your testing roadmap should be planned quarterly: in January you test subject lines, February CTAs, March send times, April email design, etc. This systematic approach ensures continuous improvement of your email performance.
Klaviyo Costs and ROI
Pricing and Price Structure
Klaviyo offers a free plan for up to 250 contacts and 500 monthly email sends, allowing you to test the tool risk-free when you start. Beyond that, pricing is based on the number of active contacts (those who have opened or clicked on an email in the last 6 months).
Concrete pricing example: for 1000 active contacts, expect about €45/month. For 5000 contacts: €150/month. For 10,000 contacts: €275/month. Note that inactive contacts (who never engage) are not billed, hence the importance of the sunset policy mentioned above.
SMS is billed separately: approximately €0.015 per SMS in France, or €15 for 1000 SMS sent. For our brands, we use SMS sparingly (VIP abandoned carts, flash alerts, shipping notifications only) because the channel is more intrusive and wears out quickly if overused.
Expected ROI and Payback
On a properly optimized e-commerce store, email marketing generates an average of 25 to 35% of total revenue. This is huge, which is why investing in Klaviyo is a no-brainer. At Stellar Projects, we have clients for whom email accounts for up to 42% of revenue (a record for a beauty brand with a very engaged base).
The payback time is generally 1 to 3 months. Concretely: you invest €150/month for Klaviyo + approximately €1000 for a well-executed initial setup (templates, flows, segmentation). From the second month, email generates enough revenue to cover the investment, and then it's pure profit.
Example for a store with €50k monthly revenue: with optimized email marketing representing 30% of revenue, you generate €15k via Klaviyo. Total cost: €150/month subscription + let's say 10 hours of monthly internal management (campaigns, monitoring), approximately €400 in loaded salary cost. Total €550 to generate €15k. ROI: 27:1. It's mathematical.
Total Cost of Ownership
Beyond the Klaviyo subscription, include in your budget: the initial setup (between €1500 and €5000 depending on whether you do it internally, with an agency, or via a freelancer), the design of custom branded templates if you don't want to use Klaviyo's (budget €800-€2000 for a complete kit), and the monthly management time which varies from 5 hours (bare minimum, just monitoring) to 20+ hours (creation of weekly campaigns, testing, optimizations).
At Stellar Projects, our Klaviyo support services start at €2500 for a complete setup including 10 essential flows, branded templates, advanced segmentation, and training for your team. For brands that prefer to delegate completely, our delegated management packages are around €1500/month (regular campaigns + monitoring + continuous optimization).
Deliverability, GDPR, and SMS: The Foundations to Secure
Before trying to optimize every click-through rate, ensure that your emails actually reach the inbox and that your data collection is legally irreproachable. These foundations are invisible when everything is going well, and catastrophic when neglected: this is the first point we check in every Klaviyo account audit.
Domain Authentication: SPF, DKIM, DMARC
Configure a dedicated sending domain and authenticate it with the three protocols SPF, DKIM, and DMARC. Since the tightening of Gmail and Yahoo's requirements, an unauthenticated domain is almost systematically filtered as spam, regardless of the quality of your content. The configuration is done once, in Klaviyo's settings and your DNS zone, and it conditions the rest of your email program.
If you are starting or changing your sending domain, observe a warm-up phase: gradually increase volumes on your most engaged segments for 2 to 4 weeks before expanding to the entire base. And continuously clean hard and soft bounces: Klaviyo automatically removes some, but a monthly review prevents deviations that degrade your sender reputation.
GDPR and Consent
Three requirements to lock down for a French or European brand: double opt-in (our systematic recommendation, see configuration section), a clear preference management link in every email, and retention of proof of consent (source, date, and original form), which Klaviyo natively records on each profile. Also remember to document Klaviyo in your processing register and your privacy policy, just like any tool processing personal data.
SMS: Powerful, Provided It Remains Complementary
SMS boasts record open rates, but it's an intrusive channel that quickly wears out its welcome. Our rule for our brands and clients: a distinct opt-in from email, strictly complementary scenarios (VIP abandoned cart, restock alerts, delivery tracking), and a strict cadence to avoid marketing pressure. Combined with the sunset policy described in the analytics section, these practices protect your sender reputation and deliverability over time.
Common Mistakes to Avoid
Over-solicitation is the #1 mistake we observe. Some brands send 5 emails a week to their entire database, then are surprised to see their open rates drop and unsubscribes skyrocket. Email fatigue is real: beyond 3-4 weekly emails, you enter a danger zone. At Cabania, we send a maximum of 2 emails per week (excluding automatic flows), and our unsubscribe rate remains below 0.15%.
Poor segmentation, or worse, no segmentation, kills performance. Sending the same email to your entire base ("spray and pray") converts 2 to 3 times less than an email segmented by behavior or profile. If you do only one thing after reading this article, start segmenting: new vs. repeat customers at a minimum, ideally by product category and engagement level.
Neglecting mobile optimization is inexcusable in 2025. Test ALL your emails on iPhone and Android before sending. A template that looks good on desktop but breaks on mobile means 70% of your recipients see an unreadable mess and delete it immediately.
Ignoring A/B tests is a costly mistake. Each successful test improves your performance by 5, 10, sometimes 30%. Over a year, the cumulative effect is massive. Yet, many brands still send the same emails with the same subject lines without ever testing variations. That's leaving money on the table.
Poor sending timing can severely impact your performance. There's no universal optimal time; it depends on your audience. Test: for Superbon (female target 30-50 years old), the sweet spot was Tuesday and Thursday at 11 am. For Cabania (parents of young children), Sunday at 8:30 pm worked surprisingly well (a moment of calm after children are in bed). Your customers have their own rhythms; discover them.
Under-utilizing Shopify data is a waste. Klaviyo gives you access to a goldmine of behavioral data; use it! Products viewed, categories explored, average cart value, purchase frequency—it's all there. Yet, we still see brands sending generic emails without any dynamic personalization.
Not regularly cleaning your lists gradually degrades deliverability. Inactive contacts who never open your emails signal to ESPs (Gmail, Outlook) that your content is irrelevant. Result: you start landing in spam, even for your engaged contacts. Implement a sunset policy and accept reducing your base to improve its quality.
Our Klaviyo Support at Stellar Projects
Everything described in this guide, our Klaviyo agency for Shopify implements for you, from initial setup to monthly management. And to explore each topic in depth, our ultimate Klaviyo guide centralizes all our tutorials.
Audit and Personalized Strategy
At Stellar Projects, we always start with a complete audit of your current setup, whether you're already on Klaviyo or another tool. This audit analyzes: your existing flows and their performance, your segmentation (or lack thereof), your email design and conversion rates, your deliverability, and your immediate quick wins.
We also systematically benchmark your competitors: what emails they send, what frequency, what offers, what tone. Not to copy, but to identify differentiation opportunities and industry best practices to adapt. In the ultra-competitive cosmetics market, this competitive analysis allowed us to identify that 80% of brands neglected post-purchase, creating a massive opportunity for Superbon.
The resulting personalized roadmap prioritizes actions by impact/effort: quick wins first (often correcting a misconfigured flow or improving a subject line), then medium-term projects (advanced segmentation, new flows), and finally long-term projects (custom integrations, complex automation).
Complete Setup and Migration
Our complete setup service includes: technical Klaviyo-Shopify configuration with all advanced synchronizations, creation of 10 essential flows (welcome, abandoned cart, post-purchase, browse abandonment, back in stock, win-back, VIP, etc.), design of branded and mobile-optimized email templates, and implementation of basic segmentation (minimum RFM, behavioral by category).
If you're migrating from Mailchimp, Omnisend, or another tool, we manage the entire process: exporting your database while preserving history (to the extent technically recoverable), recreating your segments and flows in Klaviyo, progressive migration with a double-sending period to secure the transition, and most importantly, zero downtime. Your customers shouldn't even notice the change.
Team training is systematically included: a 2-3 hour session via video conference or in-person where we train your marketing teams on daily Klaviyo usage, campaign creation, performance analysis, and best practices. We also provide custom documentation adapted to your specific setup, not a generic guide.
30-day post-launch support ensures you're never stuck: technical questions, flow optimizations, strategic advice—we remain available during the critical startup phase.
Delegated Management for Hyper-Growth Brands
For brands that prefer to focus on their core business (product, acquisition, ops), we offer complete delegated Klaviyo management: creation and sending of monthly campaigns (product newsletters, promotions, launches), continuous flow optimization (A/B testing, adjustments based on performance), weekly KPI monitoring with alerts in case of anomalies, and detailed monthly reporting with recommendations.
This model works particularly well for brands generating €200k+ in monthly revenue: at this stage, email generates €50-80k in monthly revenue, and having a dedicated specialist who continuously optimizes makes a measurable difference of several thousand euros per month. The cost of delegated management (€1500-€2500/month depending on complexity) is largely offset by the additional performance generated.
Why Work with a Shopify Agency on Klaviyo?
The question is worth asking: why call on a specialized Shopify agency rather than managing Klaviyo in-house or through a generalist email marketing freelancer?
Our added value at Stellar Projects rests on three pillars: we ourselves are e-commerce practitioners (Superbon, Cabania), not just consultants. We know the operational reality, inventory constraints, margin issues, and acquisition vs. retention trade-offs. This field experience informs our strategic recommendations.
Our technical Shopify expertise makes all the difference for advanced integrations. A classic email marketing consultant may not know how to leverage Shopify metafields in Klaviyo, how to properly configure product tracking on a custom theme, or how to integrate Klaviyo with your ERP via API. We do, because it's our daily work.
Finally, our holistic approach connects email to the rest of your marketing stack: CRO, SEO, paid acquisition. Email doesn't live in a silo; it integrates into a global strategy. When we optimize your Klaviyo flows, we also look at your Shopify conversion funnel, your landing pages, your merchandising. Our personalized Klaviyo support is part of this 360° vision.
Still unsure how to choose the right partner for your Klaviyo project? We offer a free 30-minute audit where we analyze your current setup, identify your quick wins, and provide immediately actionable recommendations, whether you work with us or not. Zero BS, 100% value.
Whether you're starting from scratch or looking to optimize an underperforming existing setup, we've likely handled a similar case and know exactly how to unlock your email growth. Our Klaviyo agency handles setup, flows, and retention management. And to explore the tool in depth, our ultimate Klaviyo guide centralizes all our tutorials.
Contact us to discuss your project!
