Klaviyo SMS Masterclass with Navin Jain

Klaviyo SMS Masterclass with Navin Jain
Smiling face
  • Twitter
  • Facebook
  • Linkedin
  • Email

Read Klaviyo’s Navin Jain for a masterclass on SMS Marketing for eCommerce brands. Discussing the following: 🔥 Core SMS automation for your store 🔥 SMS List building strategies 🔥 Creative campaign ideas 🔥 Using SMS harmoniously with email 🔥 Compliance

Adam Kitchen  0:00  

Cool, we're live again. Really excited for this episode we're joined by Navin Jain of Klaviyo, who is an SMS expert and my lovely co-presenter Leah. So let's get straight into it. Why don't we give you give us a little intro into what your background is a Klaviyo and how you're involved in SMS over there.

Navin Jain  0:20  

Yeah, absolutely. First of all, thank you for having me really excited to be here. Excited to speak with you both. My background with Klaviyo, I joined Klaviyo in January 2018 I was around employee 100 employees. I believe we officially crossed the 1000 employee mark a couple of weeks ago which is just insane that in three and a half years we've grown this quickly. I was initially selling the email solution that we have then we launched SMS in 2019.

I was asked to move over to kind of help the go-to-market piece for this channel. I absolutely loved it. Klaviyo has been asked by our customers since we were founded in 2012 how do we get SMS, and at Klaviyo our goal was always to become the experts in email first. After we had you know 10-20-30,000 customers and we raised the money that we did, we said okay like we can consider ourselves experts in the email let's go build SMS. So we have been testing SMS since I think 2017/2018 and then launched it in 2019 which is really exciting.

I work very closely with our customers. I also do a lot of work internally with our product teams to share feedback marketing to highlight success stories that our customers are having. So I've really been focused on SMS since we launched it.

I love to see that we already have over 5000 customers using Klaviyo SMS today and that number just continues to grow. The reason for that is just that it's a channel that brands are looking to leverage because their customers are asking for it. At Klaviyo you know we're not in the business to build things that aren't going to be useful we build things that our customers are looking for and our customers have customers that want that channel and that's why we launched SMS because so many subscribers I mean personally myself I maybe it's because I'm I sell SMS all day, but I definitely buy from SMS almost every day to. There are brands that just know me to get me and send me messages and I use SMS for almost everything now for you know booking a party for my daughter to my dog's food, SMS, you know, SMS gets me.

DON'T MISS: Know what's wrong with your Klaviyo account or how to enhance its performance? Get a FREE Klaviyo Health Audit worth $3,000

Adam Kitchen  2:49  

Yep, makes complete sense before we go into some of those strategies. I always get asked by our clients and we have even before you guys released SMS, like where is Klaviyo SMS available at the moment, obviously launched in North America, but where else is available?

Navin Jain  3:08  

Yep. So Klaviyo SMS is available in the US, Canada, UK and Australia to date, so we're in for the major countries in the world, we will be expanding to other countries most likely. Not most likely, definitely in 2022. We'll be expanding to other countries besides the US, Canada, UK and Australia today.

Adam Kitchen  3:31  

Great stuff. Okay, with that being said, I'm gonna let Leah dive into the first question.  Let's talk about strategy.

Leah Magee  3:38  

Amazing. So obviously you said about Klaviyo setting up SMS. What would you say the main SMS flows for an e-commerce store are? Especially to focus on?

Navin Jain  3:52  

Yeah, it's a great question. And I think this is something that brands should be leveraging right away. The first one and this is very rarely, will I tell a business what to do because they know their business better than anyone. But I'm close to saying it's a necessity and a welcome flow. The welcome flow is the flow that you absolutely need to do, why? If I give my phone number to someone, and I don't hear from them right away, I'll forget who they are.

So if they send me a broadcast or campaign message in a couple of weeks, I don't remember who they are, and I'm immediately opting out. Secondly, it's important because usually to get a phone number, or to get consent for an SMS subscriber, you need to give something. I give my email to almost any brand I go to. I have a spam folder, I have a dummy email that I can give emails that are there. I have one phone number, that's it when I get a text message.

And again, I've probably signed up for probably myself and 10 other people to share SMS marketing programmes, but when I get a text message, I look at my phone right away. When I get an email. I let it sit.  I Don't need to check it. So usually there's a give and take to get my phone number you're gonna get 10% good 15% off, get early access, free shipping. It doesn't always have to be a discount, you could just be like exclusivity, it's like no before, I want to know that that's going to happen. So I want to hear from the brand that I gave you my phone number, I'm going to get something from you.

So that's why the welcome flow is almost a requirement. The abandoned cart flow is the second one that I definitely recommend adding SMS to Klaviyo has actually seen brands that add SMS to their abandoned cart flows increase revenue per recipient by 20%, which is really exciting. It shows that SMS will drive results really quickly. So those are the two flows that every brand I speak on like these are the two that you need to get started with.

Some of the other ones that are there, customer win backs or reviews are a great way to leverage SMS obviously as you know, you don't want to send it right away send it like a couple of weeks after the orders are fulfilled. Another one that I think is valuable for you is to ask if they have any questions. That way you can easily help them if they have any questions. A flow for any brand that sells like a consumable good as a replenishment reminder.

So I was mentioning my dog's food. If I forget to buy, I get a message 25 days after because his bags are about 30 days, saying something like, ‘Hey, don't forget to get Coco's food’. And that's a great reminder. So I go get it. So, replenishment flows are also really valuable. The last flow that I'll say, and this is for like high ticket items is the browse abandonment flow.

If setting up a trigger there where it's like if someone has viewed the same item three times in the last seven days, like shooting them a text message, if you have consent like that's a really valuable way to like encourage them to make that purchase, you can ask them to like reach out to you if you have any questions, things like that. So those are some of the flows that I recommend. The welcome series is a must, definitely really valuable. And then the thank you a review message replenishment and browse abandonment.

Adam Kitchen  7:25  

That's quite interesting. Because when SMS first came out, I noticed a lot of the narrative was, and I've probably been a bit guilty of this in the past myself because of the cost associated with the channel. We were saying we should just use it for sales-focused sends. Or now you gave the example of the review request and also that conversational approach, we are starting to see more of a context of it being used for just general engagements like even post-purchase rights like a flow.

Did you have a good experience with the product?' Like the NPS. Do you other subscription-based products we've set up like a cancellation when backflow when someone cancels a subscription, just asking them for feedback? And you see a lot more of that Klaviyo? Like people trying to leverage this conversational approach and embracing that as well.

Navin Jain  8:15  

Absolutely. I think a lot of people that have had a lot of customers or brands that I talked to, they're like, ‘I don't want to do SMS because I don't like getting invasive messages’ or ‘I feel like my customers aren’t gonna like it.’ The problem is exactly what you just said they probably only the brand that they signed up for it. They were only getting text messages when there were sales or promotions. And that's not helpful.

Yeah, the best brands that are using SMS they're sending. I'm not saying don't send promotional texts, maybe send one or two promotional texts a month. But what they're using SMS for is to send like lifestyle content.

So like I was working with a fitness equipment brand. They send I believe, two weeks after fulfilment, they send a text message out with like workout tips. They're not selling anything. They're building brand loyalty, brand affinity so that way customers continue to look to them for help and guidance and things like that. That way when they send their promotional content, these people aren't just immediately skipping over that or marking it as read. They're actually interested because they trust the brand and they know that the brand is like sharing things that are helpful for them.

Leah Magee  9:31  

Absolutely. I think what you were saying before as well Adam, it is a conversational market and that back and forth if you are going to spend the money. Like he says it can be really expensive. It's that you invest in getting that information back from your customers, which it's like you're there, you're your friend you're there to listen to so on, so on and it is a conversation and it's more engaging than sending an email back which you if it sat there for a couple of days, for you it is not as instant. So it's not as fresh on the mind.

Navin Jain  10:07  


Adam Kitchen  10:08  

I want to ask actually intervene on the welcome flow in particular. So most of the traditional advice was like, you know, obviously go and deliver the coupon, right? Because you're limited in terms of characters, and you probably should be focused on the conversion. Any particular strategies that you've seen work well, in the welcome flow, like additional messages on top of that?

Navin Jain  10:31

Yeah, I mean, I think that's a mistake that some brands make where they just send that one message and they're done. I think like, and this is where I think it is really important to also ask your subscribers like ‘how do you want to hear from us?’ So I'm a big fan of using multi-step forms where you ask their email their phone number, and then ask them like, ‘do you want us to communicate to you via email or SMS?’ If they pick SMS, then you want your welcome flow to have more than one message. It's not just that coupon message or the first one, then it's like, you know, giving your brand's story.

Send that in a text like have it go to your our story section on your website, or whatever you want to call out and continue to connect with them via the channel they're looking for. I think too many brands either don't send enough SMS because ‘it's okay I'll send the one’ or they don't even send that one. And that's problematic.

Or, they basically assume like ‘Oh, if I got a phone number, I'm just going to just text you’ you shouldn't you should leverage the channel that your subscriber wants to hear from you which some will say SMS Some will say email. Find a solution that allows you to do both that's what's the most important thing

Adam Kitchen  11:50  

Perfect. Okay, yeah, let's move on to the list building strategies. Then we'll probably start from the beginning, you were talking about the multi-step forms that have you seen work well at Klaviyo. You mentioned getting a specific reason to get someone's phone number as opposed to email which is definitely more willingly passed over. We've seen that solution pioneers where you give 10% and then you get the email and then go in with a deeper discount, perhaps to get the SMS. What do you see working really well with your clients?

Navin Jain  12:26  

Yeah, I mean, I think it's, it's, it's dependent on the brand. Some brands that have good margins, the incentive, like the discount, or free shipping, or things like that, that's definitely really valuable. So the deeper incentive, or the greater incentive for the phone number, or SMS consent definitely works really well. I will say I have seen a lot of brands use the exclusivity piece to get SMS consent. So instead of discounting, because again, we don't.

I don't want to tell people to discount if you don't have to. But what you could easily do is just be the first to know, if there's a brand that has things that sell out all the time. Or they drop products, and customers just go crazy and fall in love with it. I want to be the first to know, I want to know when things are coming out as soon as possible because I want to buy that.

So, I think the exclusivity pieces is another incentive that is not costing you anything. It's not costing the brand anything. I've seen some brands do this, like free samples for SMS consents. So again, there's a cost there, but it's not like discounting the full product.

So, I can think of a cosmetics brand that I have worked with that will have like, give us your phone number and get a free like lip liner or some lip balm or something like that, just to try us out. It actually works both ways because you get SMS consent, and they get to try your product, which works really nicely. So those are some of the incentives that I talked about.

And yeah, I would definitely recommend using multi-step forms, just getting the email and phone number is okay. But like, the more information you can get, the better. So like I've had customers that will ask about your birthday as well because they want to make sure they take care of you on your birthday. Others have asked things like gender or pet's name whatever you want to ask just to personalise that because you do want the messages to be as personal as possible.

Adam Kitchen  14:37  

Makes perfect sense. Let's say we're working backwards. However, like I know a lot of the SMS list building strategies are focused on assuming that a new customer comes to your website. Now I can speak personally for like some of our clients. We've started to implement SMS and they've never done it before. And they're saying how can we get all current email subscribers onto SMS? What do you recommend in that type of scenario?

Navin Jain  15:02  

Yeah, that's something that I think a lot of people are missing. It's a huge opportunity. So I'll make this specific to Klaviyo. But in terms of Klaviyo, what I've recommended for a lot of customers is to create a segment called like all email subscribers without SMS consent or VIP customers without SMS consent, and then have a targeted signup form to those specific individuals, where you can basically say, like, if this person comes back, and they're cookied, first-party, cookie, do Klaviyo so they're cookied for two years.

When they come back to the website, you don't have to ask them for their email, just be like, ‘Hey, thanks for coming back, give us your phone number to get exclusive access to be the first to know’ I have seen between 10 to 15% of an email list turned into turn into SMS subscribers within the first three months of using that type of form.

Another thing that I recommend is you take that same segment and send an email to them, saying like, ‘Hey, we're launching SMS, click here to sign up’ or ‘text join or the brand name’ to the brand sending number to become an SMS subscriber. So there's a lot of ways that you can convert an email list into SMS subscribers. And it is one of the most powerful ways to do that. So I definitely recommend all brands should be looking to convert their email subscribers into SMS subscribers.

Adam Kitchen  16:30  

Absolutely make some notes there.

Leah Magee  16:36  

I'm mentally recording everything in my head. And so obviously we use email and a lot of companies are moving towards using email and SMS. How do you use both of them to work together? Without having to rule out one email for one person and an SMS for another? 

Navin Jain  17:05  

Yeah, absolutely. I think that I think this is one of the most important things, email and SMS should not be competing, they should be complementing each other. That's the most important thing. Another thing that I like to recommend, and again, I'm focused on SMS. The best SMS is the one that you don't have to send. If someone's engaging with email content, why waste a text message on them? You said SMS is more expensive. So if someone's engaging with email content, don't send them a text message.

I recommend to brands like let's say you're doing if you're doing a flash sale, or like a huge promotion and sending an SMS definitely makes sense. But let's say you're running a promotion for the next week or two.

I recommend sending an email out to your subscribers and then creating a segment of anyone who didn't open that email that is an SMS subscriber and shooting that group a text message. So instead of sending to all 50,000 people, let's say you send an email out and 45,000 people don't click on it, you then send the text to 45,000 a small delta.

But again, it's still saving you money because it's more expensive. So that's one way that I think it works really well together. Another thing, a trick that I like to recommend to every customer that I do a demo with, is and I know that your team has done this, for the clients that you work with as well. But like putting conditional splits inflows, especially for like the abandoned cart flow, setting it up where like if someone has opened or clicked an email at least once in the last seven or 14 days, whatever a good engagement time period is, do not send them a text message.

If they're engaging with email content, again, why waste a text message on them, just send them an email, if they're not engaging with email, then send them a text message. We actually had a customer that moved to Klaviyo from another SMS solution, they cut down their SMS spending by almost 38% with that one conditional split because they were previously sending the abandoned cart text message to everyone within Klaviyo they were able to only send to those not engaging with email. I know that your team is already leveraging this for your client, which is great. But it's something that I think you know, it's worth sharing with everyone else.

Adam Kitchen  19:25  

Navin, that is such an important point. I think that's very understated. As you said, it is not just trying to increase your revenue, but it's being more cost-efficient with your marketing. I mean so many clients that we've worked with just bleed money because they invest in things that they think move the needle. Well in reality usually it's very labour intensive work for the staff in house to create as they're just not being economical with their work. So I think that's such an underrated tip is not just to look at how much you can increase something or how cost-efficient you can be with your own marketing.

Navin Jain  20:03  

Absolutely. I think that's something that's also like when you talk about them working well together. The attribution, I think, is something that goes completely overlooked. If you're using two different solutions like you just said someone could spin up SMS and send a message.

But how do you know it was the SMS that drove that sale and not the email? If you're using two different solutions, they're not talking and if you're using GA, or another solution like that, which is great. But are you looking at that regularly, and more importantly, are the power users of the solution are looking at leadership definitely.

But like the power users, like I was working with a customer, they were using another SMS solution. And they were seeing really good results with their welcome email flow. And then after they turn that solution on their welcome email flows revenue dipped by about 10%. And it was a great flow that is working really well. They didn't realise that they turned SMS on and that was gonna cannibalise some of their welcome email revenue.

So they actually went in and made changes to a very high performing flow because they didn't have the information together. Email and SMS sending is important but also understanding which channel is driving that sale will allow you to further invest but invest strategically in the right channel.

Adam Kitchen  21:25  

I love that. I think that's great advice on Yeah, a lot of foods are thought of for us as well, like how, especially once you got a big list, right? You use an example to sort 45 thousand into an additional 30 thousand. And that's a lot of money or spending.

Navin Jain  21:46  


Adam Kitchen  21:48  

Cool. Okay, let's get into a little bit of the nitty-gritty on campaigns. So we talked at the beginning when you came on just using SMS on the sales promotions, back in stock, more time-sensitive one VIP drops, everyone knows I think that you should leverage SMS for that. Are you seeing anything in particular, like really creative ideas being done by other merchants, probably as an add on to the question? Is there any specific advice as we're approaching Black Friday, Cyber Monday as well?

Navin Jain  22:25  

Yeah, I mean, in terms of creative ideas, I think like the fitness company that sends out like workouts, I've had other companies that do like wellness send out like meditation playlists, things like that. So like those are, those are some really creative ways.

Again, not they don't have to be promotions, just like building brand loyalty with your subscribers. So I think it seems simple, but that's a creative way to do it. In terms of Black Friday, Cyber Monday, if we think about it, we get so many emails during that time, and very few of us have an infinite amount of income that we can spend. 

Typically, the way that it works is like you look at your emails and you're like, ‘Okay like I need to buy from here I need to buy from here.’ If you send an email and it gets like, lower in that person's inbox, or spam for even in the spam folder, or promotions for whatever that might be, they may run out of money that they're going to spend because like you see all those other things with SMS, something that I've been recommending is one, you cut through that noise. Again, if I get a text message in an email, I'm looking at the SMS first every time.

So I think it's really important to start building, truthfully, you should have been building your list a couple of months ago, but you should start immediately to build that list. So you can cut through that noise to get in front of your subscribers and in a more meaningful manner.

But also a tip that I've been recommending is to get ahead of Black Friday, Cyber Monday, like send out campaigns like the Monday or Tuesday before telling people when they're signing up. Instead of saying I'm gonna give you a discount, say, do you want to be the first to know a week before our black Friday drops? That's huge.

That will get people to sign up especially if you're a brand that people love like they are going to sign up. And you didn't give them any incentive. You didn't give them a discount. You just told them that they'll be the first to know and you may be offering incentives during Black Friday Cyber Monday but why have like, why combine coupons or promotions or discounts have them be completely separate? And just incentivize them by being the first to know.

Adam Kitchen  24:38  

This is something interesting actually because I can see pros and cons for this and it is sort of intertwined with the next question this approach. Well, you mentioned SMS if you got an SMS you read it pretty much instantaneously. And, I was imagining it's the same for most people. With that being said, given that it's more expensive. You sometimes see people making a good judgement call, especially around Black Friday, right?

It might be more cost-efficient to send an email. But is the return going to be greater if you go in with text? So on a general campaign level, this won’t be black and white but would you usually go in with email first and then SMS to non-openers who have consent or to sort of mix the rules depending on the context of the promotion?

Navin Jain  25:29  

I would mix the rules based on the context of the promotion. I think for things like Black Friday, Cyber Monday, I think those times it's okay, like, it's okay to do like the big SMS sends just because it is such an important time. Again, we're competing with so many other brands. There are so many other brands competing with you for your subscriber’s attention that you need to get to them as quickly as possible. So I think that SMS campaigns during that time make sense. I think using email and sending to non-openers makes more sense for your regular, like, monthly promotions that you're sending out.

But for things like urgent, or event-driven messaging like this, I think that's when like, that's what SMS is for. It's the urgency like SMS is, it's an urgent channel, it gets to me right away. So I think it makes sense to send more I send, it makes sense to send those campaigns to your audiences at that time.

Adam Kitchen  26:25  

Yeah, I can completely see your perspective or comments here. Otebelle, thank you very much for the support. I know, we've sort of covered that a little bit, but I'll let Leah ask the next question as we go. But

Leah Magee  26:41  

I just wanted to mention as well, I think with marketing via email, there's a massive emphasis on you know, customer journey, personalization customising that. And the idea of picking between, especially around Black Friday, being bombarded with all those emails, and maybe some of those texts. It's like, you feel like, Oh, actually, they're not just trying to get a sale, they do actually care about trying to reach out and come and get you a little bit and be like, it's gonna be okay, come on, buy from us. It'll be calm, it's gonna be fine. Which is great. But yeah, we need to get back on it, we need to get on the SMS. And speaking of which, what do you think are the pros and cons of SMS versus email?

Navin Jain  27:35

Yeah, so I think there are two very different channels. So you can't just take an email and say, like, I'm just going to send that same email as an SMS. I can't tell you how many times I've seen that. And I'm like, okay, don't do this, please. So that's the first thing. I think the pros of SMS. As I said, it's urgent, it gets to the customer, or the subscriber right away. It can be conversational. So you can have a conversation back with a subscriber really easily. The con is it's not really like a, you can't have multiple calls to action. It's not something that's easily forwarded. And it's really difficult to save that content. Whereas emails are really good for long-form content, things that might need to be forwarded instructions, things like that, like tips and tricks like you can, you can send it as an email instead of like a link. And that way it can be saved. People can print it, like whatever you need to do. But with email, some of the cons are, again, there are so many emails going out. We haven't gotten to this same point with SMS for there is a promotion in the spam folder. So your emails might not even get to the inbox. So those are some of the cons, so I think that there's just a balance and that's why using both together is the most important thing.

Adam Kitchen  28:47  

Yeah, I agree. Just a quick one I think we touched on it a little bit, but in terms of timing between sending an email and SMS any rules of thumb that you would recommend, let's say on a campaign if someone doesn't open an email within, I don't know, 16/24 hours would you then recommend going deal with SMS?

Navin Jain  29:10  

I typically say 24 hours is what I would give for an email to email engagement if someone's not engaging with an email within 24 hours. That's when sending me an SMS makes sense.

Adam Kitchen  29:21  

Does make sense, yep. I think you gave a really good summary overall of how to use both of them in a complimentary way. So just to finish on probably a bit of a boring question but an important one it's sort of thing people think of last sometimes which probably should be the forefront as powerful as SMS is like there's are clear legalities and compliances people need to be aware of and I know this differs based on territory, territory to territory, otherwise, you guys has just released it right in like every single country in the world. So if you want to give a brief overview maybe within your most familiar in North America and then explain some of the complications perhaps of why Klaviyo college just go SMS is available all over the world. Yeah, absolutely.

Navin Jain  30:13  

So yeah, you're absolutely right. Compliance is something that's it's, it's important for almost all marketing. But for SMS, it's hugely important, like we've all heard, you can be fined up to $15,000 per SMS message sent to someone that's not consented. And that can add up really quickly. So Klaviyo is taking compliance very, very seriously.

It's one of the reasons why like we delayed launching it because we wanted to make sure that we had everything set up for our customers, the big thing that I like to highlight for our customers is that we've done a lot of that hard work so you don't have to, in Klaviyo there are countless checks in the solution itself that will not physically allow you to send a message to someone who hasn't given you explicit SMS consent.

When you're importing a list, we're asking for timestamps so that you know that you have all the information that's there. So we've built a tool that you don't need to worry about and you're absolutely right. That's one of the reasons why we haven't brought Klaviyo to every country in the world because there are so many different rules and regulations about what's allowed and what's not allowed. 

Klaviyo is not in the business to build something and then tell the customer you figure it out, we won't have a be our CEOs favourite phrase ‘we do the hard stuff.’ Compliance is hard, let us take care of it. So that's why we haven't gone to other countries because we want to make sure that the tool does that work for you. Some of the things that you need to know, like on checkout pages, you need to have an explicit checkbox for email and SMS, they have to be two different checkboxes for consent.

When you have signup forms, there's a language that you need to include therein Klaviyo accounts, we have that pre-built in all the signup forms that are there. When you're sending messages, like there are terms like, there are shafts or industries that violate shaft policies, sex, alcohol, firearms and tobacco. So you can't send content that's related to that. So there's a number of like, compliance pieces that are there.

Klaviyo has done the work so that you don't need to really worry about it. But, there are definitely things that like, you're going to want to update your terms of service and privacy policy to highlight that we're collecting your SMS consent for marketing purposes and things like that. So, you know, definitely, things that you need to worry about. Whenever I'm talking to a customer, I always preface it by saying, I am not a lawyer, nor am I providing legal advice to talk to your own team about but Klaviyo has taken that into consideration as we've built the solution.

Adam Kitchen  32:55  

Awesome. Awesome. Thank you for your insights on that. Just the final question actually from me. It's a very competitive market. I don't want to name any names. But you know, I know you guys like one of the unique selling points of using Klaviyo for SMS is that it's all managed under one roof. Do you want to just give us a brief overview of why you think people should use Klaviyo for SMS compared to other solutions just before we finish the benefits?

Navin Jain  33:25  

Yeah, absolutely. I personally think this is coming from a subscribers point of view, I have got I've signed up as I said for a lot of SMS marketing programmes and the times that I immediately unsubscribe is when I get an email and a text message at the exact same time. If I sign up for the welcome flow, or worse off when I'm abandoning my cart.

When I get an email in a text at the exact same time. That's really frustrating to me, and I'm opting out from one of those channels, if not both of them. The value of having Klaviyo for email and SMS is that you can easily see and make sure that that doesn't happen. Instead of needing three screens, one for your Klaviyo flows, one for your SMS journeys.

And then a third screen where you'd map out email and text together so that way they're not sent at the exact same time. In Klaviyo you have a single Flow Builder where you can easily build your flow where you can see the SMS goes out after 30 minutes, the email goes out after two hours, text message and then you can also like split it like if I'm engaging with email content that I don't get an SMS.

To me the number one reason and the reason why we built this was to build a better subscriber experience. Brands' most valuable asset is their customer list. If you burn through that by over-sending, you're losing your most valuable asset. So at the end of the day, the goal is to make sure that you're servicing your subscribers in a meaningful way and connecting with them via the right channels which is what Klaviyo allows you to do really easily.

Adam Kitchen  35:04  

A great way to finish and that is exactly why we waited for you guys to really push on with the product before we started to integrate it into all services and roll our clients and now the days are here we can see the benefits well and truly, thank you very much for that. Thank you. You're welcome. I'll take my commission later. Navin, thank you so much for sharing all your knowledge with us today. It's honestly been really great to talk about strategy. If anyone wants to contact you, learn a bit more about SMS from yourself directly or Klaviyo what's the best way?

Navin Jain  35:43  

You can absolutely connect with me on LinkedIn. We're on LinkedIn live, feel free to reach out to me on LinkedIn live. My tagline is ‘SMS all day’ so you can send me a message literally anytime you want to. You can also reach out to Klaviyo. We have a tonne of resources for SMS. So reach out to Klaviyo, reach out to me personally on LinkedIn, anything, anything that I can help with. I'm happy to help.

Adam Kitchen  36:05  

Amazing. Well, Navin, thank you so much for your time. Really appreciate it. I know it's still relatively early in the morning. Yeah, if anyone has any questions, feel free to just drop them in the comments of the events. And I will tag Navin so he can get back to you. Until next time, thank you very much.

Leah Magee  36:23  

Fabulous. That was amazing. Thank you so much.

Navin Jain  36:26  

Thank you.

Adam Kitchen  36:27  

We'll see you all soon. Thanks for watching.


Enjoyed this conversation? Follow me on Twitter or LinkedIn. I’m trying to post more often and drop knowledge on there. Besides, don't forget to join 2,000+ hungry D2C enthusiasts who lap up our weekly insider insights on eCommerce email marketing.

Related Reads Handpicked For You

If you enjoyed this conversation, we're pretty sure you'd enjoy the other parts in this series:

Ready to unlock Profitable Growth?

Get a free 30-minute consultation with a senior eCommerce expert.
No obligation to sign up - come prepared with questions.

Monster head