Crush 2025 marketing planning with Klaviyo analytics

7 min read

December 16, 2024

The promise of analytics for marketers is clear: actionable insights to help B2C brands connect with customers strategically and grow the bottom line. Analytics unlock your ability to make smarter decisions, personalize at scale, and stay ahead in a competitive landscape. According to our latest research with Forrester, most retail leaders want to leverage customer data to segment their customers and personalize content and offers.

Realizing that potential is harder than it sounds. Only 53% of marketing decisions are influenced by analytics, citing poor data quality, inactionable insights, and unclear recommendations as common roadblocks – and marketing teams are ultimately left to rely on intuition over data, missing opportunities to drive meaningful results.

With Klaviyo, you can put your data to work with insights that are accessible and actionable, even if you’re low on time or technical resources. Reports are easy to understand and customize, so you can answer critical end-of-year performance questions and pinpoint the most impactful opportunities to improve marketing impact.

Instead of juggling a patchwork of various tools for data, analytics, and marketing automation, you can get back to growth with streamlined insights in the same platform that you use to drive decisions, execute campaigns, and build customer relationships.

Here are the top analytics features to close out the year and plan for 2025:

Personalize at scale to build digital relationships

Segment your messaging using RFM segments

Don’t let BFCM buyers be one-time buyers – use Klaviyo CDP’s RFM Action Center to get personalized recommendations to improve retention, and keep customers engaged:

Nurture and grow CLV: Send a personalized message or VIP invite when someone becomes a Champion or Loyal customer
Create advocates and social proof: Request a review or feedback when someone becomes a Recent customer
Recapture customers before they churn: Send a discount or winback email when someone becomes Needs Attention or At Risk

We can build trigger flows based on when a customer moves into a different RFM group. It means we can drive revenue around the clock.

Rory McMenigall

Web Manager at Nextbase

Learn more about RFM.

Fine-tune your marketing with personalized campaigns

This special A/B test learns which version of your campaign resonates with each individual in your audience, based on patterns in customer behavior such as historical engagement rates, customer lifetime value, and location. Klaviyo AI will determine the winning email or SMS campaign variation for each recipient, and send instantly.

Image of a demo email for "Margarita Collar Announcement" showing lift percentages and click rate percentage.

Learn more about personalized campaigns AI.

Drive a repeat purchase for the holidays

Use Klaviyo CDP’s product analysis to determine the best item to promote in a post-purchase flow or campaign.

We can help drive merchandising decisions, and create curated bundles based on what we know sells well together. It’s also really nice having the data to determine when and what to sell in any post-purchase journeys, like re-engagement or cross-sell flows, instead of just guessing at the right product.

Marika Tselonis

Director of Email/SMS Marketing at KULIN

Learn more about product analysis.

Optimize marketing performance with data-driven AI

Protect your sender reputation and deliverability

Klaviyo AI repairs your sending reputation, ensuring emails land in the inbox. AI automatically identifies and addresses deliverability issues, helping you maintain strong engagement.

When creating a new email campaign, Klaviyo will show an option to “Exclude unengaged recipients.” AI will automatically create a segment of profiles that should be skipped, based on their interaction with past emails. This ensures that brands are only sending to their most engaged profiles – for stronger deliverability and email performance.

Image of a reputation repair test campaign showing progress during the overall process, which audiences are involved, and an overall deliverability score of 47.

Learn more about reputation repair AI.

Convert with automated A/B testing for subject lines

Instead of creating a subject line A/B test manually, AI generates a test for you in seconds based on potential variables like:

Personalization vs no personalization: Include or exclude the customer’s first name in the subject line
Short vs long: Shorten or lengthen your subject line depending on the length of your original subject line
Questions vs statement: Convert your original subject line into a question, or into a statement if it was originally a question
Emoji vs no emoji: Include a relevant emoji in the subject line, or remove any emojis if they were originally included

Automating AI-generated subject line A/B tests helps marketers find winners and incremental needle-movers faster.

Learn more about automated A/B testing for subject lines.

Maximize your form fills with display optimization

Use forms display optimization to boost completion rates with the right placements and timing, so that you can grow your list and communicate with more customers and prospects. Timing is everything, and Klaviyo AI tests a series of experiments on when and where your pop-ups load and sets the highest converting version live.

Luxury blanket brand Saranoni and lifecycle marketing agency BMO Media put it to the test with AI-generated variations on pop-ups, and identified top performers for their homepage and category pages. One winning variation drove a 14% lift in form submit rate.

I love Klaviyo AI because every brand is really different, and it helps us figure out what will convert best for Saranoni.

Stephanie Contreras

Lifecycle manager, BMO Media

Learn more about forms display optimization.

Prove impact with intuitive dashboards

Reflect on 2024 with the conversion overview

Track how seasonality and marketing investments played a role in total and attributed conversions, revenue, and repeat purchase behavior to identify key opportunities in 2025 – and filter down by segment for a deeper cut on important audiences. Drive success in quiet months with added marketing support, and look for ways to add marketing touchpoints during busy seasons.

Image showing the conversion metrics dashboard, overview vs previous period view. Information includes 25k conversions, 11K attributed conversions, $16M revenue, $5M attributed revenue, and 174K active profiles.

Learn more about the conversion overview dashboard.

Show the impact of SMS investments

Easily report on essential SMS performance from the past year, prove how SMS drives revenue and relationships, and identify opportunities to optimize your campaigns and flows.

With a single, user-friendly view, you’ll be able to:

Analyze total SMS revenue and conversion rates
Track SMS audience growth
Review SMS deliverability and engagement
Download and share reports

Image of the SMS dashboard showing Klaviyo attributed value (KAV), subscriber metrics, and SMS performance overview.

Learn more about the SMS reporting dashboard.

Easily report on 2024 subscriber trends

With the subscriber growth report, you’ll get a comprehensive view on how your email and SMS lists are growing and shrinking – and where they’re opting in and out from. As you look towards 2025 planning, make sure that you invest in the right channels, and minimize the loss from various exclusion sources.

Image of Subscriber growth dashboard, showing total number of email and SMS subscribers and metrics specific to each.

Learn more about the subscriber growth report.

Ready to get started?

Klaviyo is committed to empowering marketers to rapidly transform data into impactful strategies. With these innovative tools, you’ll be able to confidently implement more personalized experiences, optimize performance, and drive measurable growth in 2025 and beyond.

Alicia Chang

Alicia Chang is a product marketing manager at Klaviyo, focused on helping customers get the most out of their CDP and data. She aims to make it easy to understand and activate data, and drive impactful personalization at scale. Alicia is based in Boston, MA.