Email and TV have seemed at times to come from separate
universes. Classic direct-response TV ads could pull email sign-ups, but that was the extent of the interaction.
But this is changing in the era of connected TV. Klaviyo, the B2C
CRM, is working with MNTN Performance TV to allow marketers to use Klaviyo audiences on MNTN.
That means brands can leverage TV ad exposure to trigger automated email and SMS journeys in
Klaviyo. They also can activate high-value audiences: repeat buyers, cart abandoners and lapsed customers on MNTN.
Let’s say a consumer is exposed to a Performance TV ad. Marketers can
automatically trigger personalized email and text message flows in Klaviyo.
“TV has always been great at starting conversations. It just wasn't invited to the
follow-up,” said Mark Douglas, CEO of MNTN. “Integrations like this unlock the credibility and scale that TV can deliver for brands of any size. Performance TV can now be a part of the
customer journey from first impression through conversion and beyond.”
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According to MNTN, the integration allows brands to:
- Bring Performance TV into the customer
journey
- Turn TV into an automation trigger
- Activate first-party audiences
- Keep audiences automatically in sync
“Marketing automation shouldn't stop short of TV,” said Eddie O’Brien, senior vice presidents, global partnerships and alliances, Klaviyo. “Brands already rely on Klaviyo to
build lasting customer relationships.”
O’Brien adds that, by “bringing Performance TV into those same workflows, marketers can reach their most valuable audiences on
the biggest screen in the home and continue the conversation across all of the biggest channels.”
The integration is now available today for advertisers with an active Klaviyo account
and one or more audience lists or segments.
This has been a busy week for Klaviyo. Its K:BOS conference is now running, and the company has used the occasion to announce updates to
its CRM platform. These would help users get more out of their AI and agents and access the Klaviyo platform from inside their existing AI tools.
“An agent is only as useful as
three things; whether it understands a brand's data, whether it can reach that understanding from wherever it's running, and whether it can act on it for every individual customer,” Andrew
Bialecki, co-founder and co-CEO of Klaviyo says. “Most platforms give a business one of those.”
Indeed, most platforms do not allow a user to run their CRM from where they
already work—i.e., in Claude, ChatGPT or an agent build by the marketer, Klaviyo argues. As the company puts it, data remains walled off inside one UL.
To get technical about it, Klaviyo
is opening up its platform with 260+ MCP capabilities and 490+ APIs that are now accessible from Claude, ChatGPT, or any AI system used by the brand.
In a related development, Klaviyo
is introducing SQL inside its Klaviyo Data Platform (KDP). Here’s how it works. The marketer can ask a question through Composer, MCP or another agent, in plain language. Klaviyo will translate
that into an SQL query, and run it against the brand’s data.