Searchspring sends data to Klaviyo that can be used to create personalized segments for your messaging campaigns. The data fields provided can be leveraged to target specific groups. Because Searchspring is already tracking and calculating multiple metrics on each registered customer, we are able to append that data to Klaviyo customer records so it can be used in Klaviyo for segmentation purposes.
Segments can be defined based on customer attributes or behaviors.
To see a walkthrough showing how to set this up, click here.
The value of segmentation
Segmentation is utilized to increase precision, thus improving the targeting of specific items to specific customers. Segments can also be used as triggers for automated campaigns.
Leverage this customer-specific knowledge to increase brand loyalty, focus sales on a specific product category, and create personalized experiences that align with customers' specific needs and seasonal shopping behavior. Target previous customers with email campaigns based on their purchases, views, and previous order history to foster a sense of connection and loyalty. All of these factors increase engagement, drive higher conversion rates, and maximize sales.
The integration between Searchspring and Klaviyo allows you to build more effective, personalized email campaigns using detailed customer data that Searchspring collects. By leveraging this data in Klaviyo, you can create highly targeted segments and send specific emails and SMS messages that match what your customers are looking for, resulting in several key benefits:
- Higher engagement and conversions = Use data points like past purchases, favorite brands, and browsing behavior to create more relevant and tailored segments. This approach increases the chances that customers will engage with your messages and make a purchase.
- Stronger brand loyalty = By segmenting customers based on their brand preferences and purchase history, you can send exclusive promotions, highlight new arrivals from their favorite brands, and recognize their loyalty, which helps strengthen your relationship with them.
- Maximized sales with personalized recommendations = Searchspring’s data helps you to recommend products that match customers’ preferences, seasonal interests, and shopping patterns. For example, you can target customers who showed interest in a specific category or visited a particular page without purchasing. This makes it easier to convert them into buyers, boosting overall sales.
- Improved customer lifecycle management = You can use segmentation to target customers based on where they are in their journey. For new customers, you can send welcome emails; for regular shoppers, you can suggest complementary products; and for inactive customers, you can offer special discounts to bring them back. This helps you manage the customer relationship at every stage.
- Effective geographic and demographic targeting = By combining Klaviyo’s location and demographic data with Searchspring’s insights, you can send emails that are tailored to specific groups. For example, you can use location to target customers with weather-appropriate products or use demographic data to tailor your messaging style, ensuring the campaign resonates with each segment.
This integration lets you shift from generic messaging to highly personalized, data-driven campaigns that lead to better engagement, stronger customer connections, and increased sales.
What data is uploaded?
Below are the data fields sent to Klaviyo; each field is prepended with ss_ to associate it with Searchspring:
ss_AOVLast30Days ss_AOVLast6Months ss_AOVPrevious30Days ss_AOVPrevious6Months ss_ConversionCountLast30Days ss_ConversionCountLast6Months ss_ConversionSessionCountLast30Days ss_ConversionSessionCountLast6Months ss_LifetimeValue ss_OrderCountLast30Days ss_OrderCountLast3Months ss_OrderCountLast3to6Months ss_OrderCountTotal ss_PreferredBrands ss_PreferredCategories ss_PurchaseCountLast30Days ss_PurchaseCountLast3Months ss_PurchaseCountLast3to6Months |
ss_PurchaseCountTotal ss_PurchaseDateLatest ss_PurchaseDateOldest ss_PurchaseValueLast30Days ss_PurchaseValueLast3Months ss_PurchaseValueLast3to6Months ss_PurchaseValueTotal ss_SessionCountLast30Days ss_SessionCountLast3Months ss_SessionCountLast3to6Months ss_SessionCountTotal ss_SessionCountWithOrder ss_ViewCountLast30Days ss_ViewCountLast3Months ss_ViewCountLast3to6Months ss_ViewCountTotal ss_ViewDateLatest ss_ViewDateOldest |
How can you use that data to create segments?
Once the data above is being passed to Klaviyo, you can utilize it to refine how you communicate with your customers. Reach out to shoppers who prefer certain brands or categories, focus on summer- or winter-specific items, or connect with your most engaged purchasers by providing them with focused promotions.
Here are some sample segments you could create from the fields sent to Klaviyo. Keep in mind that these are just suggestions – you can combine any number of metrics from the list above, and add in your own existing data fields to create the perfect segments for your customers.
Customer Lifecycle Segments
Increase brand loyalty and treat your engaged customers to exclusive offers!
Targeting previous customers with email campaigns based on their activity history, purchases, views, session count, and previous order history is valuable for eCommerce email marketers because it enables highly personalized and relevant communication. By engaging customers with tailored offers, product recommendations, and reminders that reflect their specific interests and behaviors, businesses can foster a sense of connection and loyalty. This approach can also lay the foundation for a brand loyalty or rewards program, where customers feel recognized and appreciated for their repeat engagement. As a result, customers are more likely to return, increasing repeat sales and enhancing long-term brand loyalty.
- Loyal customers:
Field Name: ss_LifetimeValue > 70% of your average customer lifetime value
Use this segment for your highest paying customers; target these loyal customers with specific discounts.
- Repeat customers:
Field Names: ss_OrderCountLast3to6Months >=1 and ss_OrderCountLast3Months >= 1
Segment repeat customers who return to your site and buy regularly. In eCommerce, repeat customers generate most of your revenue, are easier to retain, and have higher conversion. You can upsell and cross-sell to these customers and combine with the ss_PreferredCategories field.
- Recent visitors:
Field Names: ss_ViewCountLast30Days > 5 and ss_OrderCountLast30Days = 0
Use this segment for customers who visited your site recently (which clearly shows intent) but who did not place an order.
- Inactive customers:
Field Names: ss_OrderCountLast3to6Months >= 1 and ss_ViewCountLast30Days < 1
Use this segment for customers who placed an order in the last 3 to 6 months (which means they are interested in your products) but who haven’t visited in the last 30 days. You can target them with new arrivals or discounts to reengage them.
Customer Preference Segments
Segmenting email campaigns by category preferences, such as bathing suits versus winter coats, is valuable for marketing/eCommerce managers because it allows for personalized targeting that aligns with customers' specific needs and seasonal shopping behavior. Sending emails to customers based on their brand preferences is valuable for eCommerce professionals because it creates personalized experiences that resonate with shoppers, helping to foster brand loyalty.
- Seasonal:
Field Name: ss_PreferredCategories
Get ahead of the season with category preferences!
By tailoring messages to match the relevant seasonal products, businesses can increase engagement, drive higher conversion rates, and maximize sales. This approach ensures that customers receive content that resonates with their previous interests, making campaigns more effective and helping brands optimize their efforts for upcoming shopping seasons.
- Brand Aware:
Field Name: ss_PreferredBrands
Launching branded campaigns was never this easy!
When customers receive updates on their favorite brands, it builds anticipation for new releases, driving excitement and engagement. Additionally, if a particular brand isn't selling as well as others, targeted exclusive merchandising campaigns can draw more attention to it. Highlighting unique products, offering limited-time promotions, and showcasing the brand's value can generate interest and boost sales, ultimately creating a more balanced sales distribution across brands.
- Focused Geographic:
Field Names: City, Country, Zip Code or State/Region combined with ss_PreferredCategories or ss_PreferredBrands
Use this segment based on customers' geography and weather patterns and combine it with their preferred categories and brands to enhance geographic segments.
- Focused Demographic:
Field Names: Gender, Income level (if available) combined with ss_PreferredCategories or ss_PreferredBrands
Use this segment based on gender and income level by combining it with preferred categories or brands.
Example: Segment women between ages 30 and 45 with mid- to higher-level income who have preferred categories of fitness apparel or jewelry.
Authorizing connection to Klaviyo
This step is required to allow Searchspring to upload the customer attributes discussed above to your Klaviyo customer records. You can then use that data to create segments for your marketing automation campaigns. In the Searchspring Management Console (SMC), in the main menu, select "Personalization", then click "External Authorizations".
On the External Authorizations page, click the "Manage Connections" button to connect your Searchspring account with Klaviyo.
Note: You can associate multiple web sites with a single Klaviyo connection.
The following window will appear:
Click "Add New Klaviyo Connection" to authorize a connection to Klaviyo. The following pop-up window will appear:
Click within the "Choose Websites" Search box to select a site to add.
Once you have selected your sites, click the "Authorize" button to confirm connection with your Klaviyo account. Clicking the "Authorize" button will open a new browser window, where you will log into your Klaviyo account and complete the authorization process.
Log in with your Klaviyo account.
Key in your verification code and click the "Log in" button.
Click the "Allow" button to continue. This simply confirms the connection between Searchspring and Klaviyo.
Now you've connected the SMC to Klaviyo, which means you can create detailed segmentation and achieve more precise targeting of potential shoppers and sales. Searchspring will append the customer metrics the next time your Searchspring data is updated.
Click here to see more information about creating segments in Klaviyo.
The Klaviyo site will close automatically, and you will be returned to the SMC, where you will see the connection has been authorized.
Managing existing connections
Once you have added connections, they will be displayed as shown:
Click the "Manage Connections" pop-up to manage them.
Click "Manage" to edit an existing connection, or click "Add New Klaviyo Connection" to create a new one. Below is an example of managing an existing connection.
Click the "Verify Auth" button to verify if the authorization is still valid.
Click the "Revoke Access" button to remove the authorization for the current site.
Click within the "Choose Websites" Search box to select another site to add. You may also click the Trash can icon to delete the existing site that is already authorized.
Click the Back button to cancel this action and return to the previous window, or click the "Update Websites" button to update the additional sites you have added.
Creating additional Klaviyo connections
Create additional connections, if needed. If you click the "Add New Klaviyo Connection" button, the following window will appear:
The system will name each connection automatically. In the example shown here, it is titled "Klaviyo 2".
Click within the "Choose Websites" Search box to select a site to add.
Note: You may select multiple sites to include with this connection.
Once you have selected your sites, you may click the "Back" button to cancel this action and return to the previous window, or click the "Authorize" button to confirm connection with your Klaviyo account. Clicking Authorize will log into your Klaviyo account as shown above.
In the example below, two separate Klaviyo connections have been created.
Once the second account has been authorized, you will be able to manage both of them from the Manage Connections pop-up.
Configuring segments
Once you have established a connection, data will be uploaded periodically to append metrics to your customer records in Klaviyo. Please allow 24 hours for the first set of data to populate. Then you can log into Klaviyo to begin setting up segments. From the main menu in Klaviyo, click the "Audience" section and click "Lists & segments" to see your existing segments or to create new ones.
Klaviyo segments are shown in the table below. You can create new segments with the "Create New" button above. In the drop-down menu, click "Create segment".
First, title the segment and select any tags that apply to it. Next, select a condition. All Searchspring metrics are found under "Properties about someone".
Below are some of the Searchspring metrics available when "Properties about someone" is chosen:
You may add multiple conditions to this segment. Once the first condition is defined, you will see an "Add condition" button below it. In our example here, we have selected a second condition: if the preferred category matches women's new arrivals.
Once all conditions are configured, save your changes by clicking the "Create segment" button in the top-right corner of the screen.
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