• by Ray Schultz , Columnist, January 10, 2025

Klaviyo, a digital relationship firm, has debuted several new analytics features, including some that support email marketing.  

The goal is to help brands unify data, simplify analysis, and deliver “AI-driven insights that power smarter, faster decisions,” says Adil Wali, chief product officer at Klaviyo.

This not intended as a product endorsement, but here are some of the analytics capabilities being offered by Klaviyo.

One-Click Personalized Retention — Marketers can use the new RFM Action Center to leverage recency, frequency, and monetary value (RFM) analysis. This will help them identify high-value customer segments—and those at risk. The latter might be sent a message “Don’t miss this discount on your favorites!” 

AI-Powered Campaign Personalization — Klaviyo AI can determine the winning version of an email or SMS campaign for each subscriber based on their likelihood to engage, and send it right out..

Form Optimization — Klaviyo AI will test multiple versions of a firm’s pop-up form to find the highest-converting display time. For instance, the marketer can determine the best time for a message, saying: “Sign up and save 15% on your first order!” 

Conversion Overview Dashboard — This provides a unified view of business and marketing performance. A retailer might discern that summer email campaigns drive 20% higher conversions than spring efforts, and adjust its campaign schedule accordingly.

SMS Performance Dashboard — This allows brands to track revenue from SMS campaigns. A marketer may prove that sending SMS reminders 24 hours after an email drives the highest revenue per recipient. 

Subscriber Growth Report — This can help companies understand which acquisition channels deliver the most value.

One user is Kulin, a performance marketing agency.

“Klaviyo's advanced analytics unlocks insights that we haven't been able to offer clients before,” says Marika Tselonis, director of email/SMS marketing at Kulin. “With product analysis, we help drive merchandising decisions and create curated bundles based on what we know sells well together.”