One of the big email marketing platforms out there, Klaviyo – which we have a lot of experience working with here at United Virtualities –, has revealed that it’s launching an integration with Salesforce Commerce Cloud, the king ecommerce platform for high-volume, complex brands and retailers.
This move further cements the personalization powers of Salesforce Commerce Cloud which stretch from the website experience to mobile, social media channels, and in-store. And now with Klaviyo’s integration – that can either fit smoothly into the latest version of SFCC (Salesforce Reference Architecture, or SFRA) and the previous (SiteGenesis) – this expands into email marketing and customer service, building a more unified customer experience.
So what exactly will Klaviyo add to SFCC?
The integration will provide customers with better tools to configure segmentation and access advanced analytics that are encased in Klaviyo, which allows automatic retrievals of customer data, from historical data and transaction history to behavioral data.
“Today,” announced Klaviyo’s VP of global partnerships, Rich Gardner, “companies are looking for effective ways to reach their customers and build brand loyalty. Klaviyo has developed a platform that provides enhanced and quick integration, and doesn’t sacrifice sophistication for ease.
“We’re excited to provide merchants with the tools they need to take their marketing to the next level with our Commerce Cloud cartridge.”
With greater access to customer data, like their preferences and behavioral habits, you’ll get better building blocks of better-quality data to shape more relevant and effective emailing, and build stronger customer relationships.
There is nothing worse than a long-term customer of a brand who continually receives unwanted emails that feel more like spam than a genuine attempt to tailor content to them. It feels hacky, like when multiple newspapers carry the same story taken from a news wire and barely attempt to add any original insight or angle. It just feels wrong. At best just lazy.
Yet with consumer demand for personalisation high but their expectations from brands low, the ability to communicate with customers on an individual level is one of the keys to unlocking greater growth and better brand engagement.
Click and done
Within Klaviyo there are more than 150 integrations that are pre-built, and that are just one click away from ready. And on top of that it comes with open APIs so that moving key data into the platform is simple and fast.
Even integrating Klaviyo itself doesn’t take long. In fact, they boast to get you up and running within the space of a handful of minutes. That’s a pretty rapid setup. During this process, all historical data is automatically synchronized, as well as potential future data, providing marketeers with a deep pool of data to scoop into.
The top email platform Klaviyo is also able to integrate multiple Salesforce Commerce Cloud sites and synchronize them into one Klaviyo account. With data flowing in all directions from various sources, big brands and retailers can focus their view of the customer from a single perspective.
“Before we integrated with Klaviyo,” said Ilana Cohen, senior ecommerce manager of haircare brand Living Proof, “we didn’t expect it to be a complete plug-and-play integration. But with Klaviyo’s support team and our development agency, we were able to integrate pretty easily.
“One of the big benefits of integrating Klaviyo and Commerce Cloud is the productivity that we’ve seen and also the cost savings.”
From Living Proof’s HQ in Massachusetts to the west coast we find another brand that has integrated Klaviyo and SFCC. “We couldn’t be happier,” said Lindy Rich, VP of sock mogul Stance, “Klaviyo is so intuitive and easy to use, even for advanced campaigns.
“It’s eliminated inefficiencies that existed with our previous marketing platform and has allowed easier collaboration between our international marketing teams, saving us time and making our marketing campaigns even more impactful.”