• by Ray Schultz , Columnist, Yesterday

Klaviyo, provider of a CRM for B2C brands, has developed features that it says will enable marketers to run campaigns across email and other channels from one place.

The goal is to help marketers “operate the way consumers behave: fluidly, across channels, in real-time,” says Andrew Bialecki, CEO and co-founder of Klaviyo.

Unveiled at K:LDN, Klaviyo’s European event, these capabilities are built on the Klaviyo Data Platform, through which over 2 billion daily events are processed across 7 billion+ customer profiles, the company says. 

The central enhancement, now in beta, is the Omnichannel Campaign Builder -- a “canvas” for launching multi-day campaigns via email, SMS/RCS, push, WhatsApp, and mobile. It will be generally available in Q3.

Also being offered is Channel Affinity powered by Klaviyo AI. It delivers messages based on each customer’s preferred channels and time to engage, Klaviyo says. It is now generally available.

Another tool that is still in beta is Native Support for WhatsApp and RCS, which allows brands to deliver interactive messages without leaving the messaging app. It will be generally available in Q3. 

Then there is Multi-Touch Attribution, available on June 30. It provides visibility into what is driving revenue.

New research by Klaviyo shows that 54% of consumers ignore brand messages in at least one channel, hoping to receive better offers in another.

In addition, 77% shop in three or more channels and expect a connected, personalized experience in each of them. 

It depends on the time of day, however. Email and SMS are preferred by consumers in the morning, and apps and social are the preference in the evening. 

“The biggest mistake brands make is assuming customers behave logically,” says Rory Sutherland, vice chairman, Ogilvy. “They don’t — and never have. In an omnichannel world, success depends on your ability to adapt to how people actually act, not how you wish they behaved.”

Among Klaviyo’s clients are Castore, AS Beauty and Paul Smith.

Max Holland, senior CRM manager at Castore, says: “We’re no longer guessing what works — Klaviyo AI helps us move faster, make smarter decisions, and drive better results.”