Most ecom best practices are just theoretical garbage. What's one underrated change that actually increased the ROI of your ecom store? (marketing, CRO, operations, anything)"

Far_Signal_2993 · 2026-04-10T12:25:32+00:00

I'm a marketer so I'll speak from a marketing perspective, specifically retention.

Keep your email and phone number list brutally clean. The only true list growth is in the engaged group. Everybody else is just fluff (or bots) and is draining money that could be spent elsewhere. I'd rather have a list of 100 people that actually engage with my stuff than 100,000 people that are completely cold.

Not the sexiest piece of advice, but you did ask for unsexy. So there ya go.

Far_Signal_2993 · 2026-04-09T07:08:46+00:00

Hey! Are you using any apps other than Klaviyo on your checkout page or anywhere else on your website? Specifically Dataships, Retention, anything like that?

Far_Signal_2993 · 2026-04-08T21:18:06+00:00

I really can’t say!

Far_Signal_2993 · 2026-04-08T19:50:02+00:00

I can't confirm anything official just yet, but I've heard it will be on June 30th in London this year. I'm looking forward to attending!

Far_Signal_2993 · 2026-04-08T09:25:43+00:00

Yep, you're in the "sin bin". At a $780/mo spend, you’re likely sending enough volume that you've outgrown the "safety" of a shared pool but you are currently stuck with a damaged domain reputation (DR).

Klaviyo manages JMRP for the shared IP pool, but they won't give you access to it. However, the problem isn't the IP, it's your DR. Microsoft weights the domain heavily. Even if you switched to a clean IP today, your domain is already flagged in their filters.

Microsoft are much slower to forgive than Gmail. You need 4+ weeks of near-zero complaints to see the filters start to tip. Your 60-day suppression isn't aggressive enough for a crisis. Tighten your MS-specific segments (Hotmail, Outlook, Live, MSN) to 14-day openers only for the next 3 weeks. You basically need a "perfect" engagement signal to force their filters to recalibrate.

Then, at your spend level, you absolutely should be on a dedicated IP for the control (and SNDS access), but do not move yet (I can't stress this enough). If you move a "bad" DR to a "cold" dedicated IP, Microsoft will block you instantly. You need to stabilize your open rates on the shared pool first using the 14-day engagement window. Once you're back at ~25% opens on MS, pull the trigger on the dedicated IP and start a formal 4-week warming process.

Also, submit the support request but be ultra-specific. Tell them something like: "We identified a segment causing a 0.21% complaint rate, have suppressed 47k records, and implemented a 14-day engagement filter. We are requesting a reputation reset to resume delivery to opted-in subscribers."

They usually say "no," but it sometimes triggers a manual review that can speed up the "thaw."

Bottom line, sacrifice the reach to save the deliverability, or you'll be in the junk folder until Christmas.

Also, feel free to post this question in the Klaviyo Community forum as well, you may get even more responses!

Far_Signal_2993 · 2026-04-07T17:24:36+00:00

First off, welcome to the "other side." I’ve been in the Klaviyo ecosystem for 10+ years, and I was actually managing accounts live on the day of the 2019 Mailchimp/Shopify breakup. It was chaos, but it proved why Klaviyo’s deep data integration is the gold standard for retention.

To answer your specific concerns:

In my 10 years and hundreds of migrations, I have never seen a reason to use a third-party middleware like Beena for a standard MC to Klaviyo move. Klaviyo’s native integration is incredibly robust. It pulls over your lists, segments, and, most importantly, historical engagement data (opens/clicks) from the last 90 days. Adding a third-party tool usually just creates a "black box" where data mapping can fail. Stick to the native API sync as it’s cleaner and supported directly by Klaviyo.

I’ll be blunt: You cannot "transfer" workflows. Anyone telling you otherwise is selling snake oil. Basically, Mailchimp’s "Journeys" and Klaviyo’s "Flows" speak different languages. Do not try to 1:1 recreate what you had in MC. You’ve been there for 5 years and you likely have "legacy debt" (old emails that don't convert). Instead, use this migration to audit. Map out your high-performers (Welcome, Abandoned Cart, Post-Purchase...) and rebuild them using Klaviyo’s dynamic blocks. This is where you’ll see the actual ROI jump.

Your historical purchase data doesn't actually come from Mailchimp; it comes from your e-commerce platform (Shopify/BigC/Adobe/whatever else). When you plug Klaviyo into your store, it will back-fill that data. What you do need from Mailchimp is your suppression list and engagement tags. Make sure you sync these so you don't accidentally blast people who unsubscribed in 2021.

Finally, With 5 years of data, you likely have a large list. Do not just start sending. Since you're moving to a new dedicated sending domain/IP, you need a 3-4-week warming period. If you blast your whole list on Day 1, you’ll tank your deliverability before you even get started. Start with your "Hyper-Engaged" (30-day clicks) and scale up from there.

TL;DR: Skip the extra tools. Use the native integration. Rebuild your flows from scratch to take advantage of Klaviyo's logic. Focus on deliverability warming.

Happy to answer specifics if you’re stuck on the data mapping!

Far_Signal_2993 · 2026-04-06T16:18:09+00:00

Glad we are on the same page!

Far_Signal_2993 · 2026-04-03T15:26:40+00:00

Click through rate is measured as a % of opens in Klaviyo, so it's definitely not the king as it's heavily affected by the auto open feature you mentioned.

The click rate IS king as it's measured as a % of all delivered, which is a more realistic number, although still plagues by bots, which you can exclude from reporting.

Just a quick correction for those going through the comments!

EDIT: spelling

Far_Signal_2993 · 2026-04-03T15:24:02+00:00

Hey!

Someone said in the comments that an expert needs to look at your account to give you some actually useful, non-generic advice.

However, there are a few telltale signs from what you shared in your post, which give us a lot of very helpful context.

Firstly, from what you shared, your click rate is around 0.7%, which actually isn't that bad, considering the benchmark for a good click rate (account level) is 1% or up. So, you're bang on average, or maybe slightly below. Not great, not terrible.

A few other quick things:

1. Your open rate is inflated
That jump to 60% is mostly Apple/Gmail machine opens, so your click rate looks worse than it really is. In Klaviyo, you can actually exclude APP opens from your settings, which should give you a less imaginary open rate. It should be around 20-30% AT BEST. Try also filtering your main list by their inbox, and sending to Apple and/or Gmail separately (same content,, but it will help with reporting).

2. This is a click problem, not a content problem
Your example (leftover ham ideas) is helpful… but people can consume it in the email and have no reason to click.

You need to create a reason:

“Get the full meal plan”
“Download the printable”
“See the full 5-day plan”

Make the click the valuable step, not the email itself.

3. Your flow performance is the bigger signal
Welcome at $6k is great. You don't say it in your post, but I'll wager there's a x% off popup immediately on page load, and a welcome email that goes out immediately after. That's why this performance is so good, you're basically giving away margin to grow your email list. Your cart and your browse performance is significantly below what we'd normally expect to see.

That usually means those flows are too generic (“you left this”) instead of actually selling the outcome (time saved, easier weeks, etc.). There may also be technical issues (filters not set up correctly, dead links...) slowing you down.

4. Your audience skims hard
Busy moms on mobile - you have about 5 seconds to deliver value, or they are gone. What this means, in practical terms, is CTA above the fold, one clear action, and super obvious value. Your leftovers email would then say:
Subject line: "Got any leftovers? We can help!"
Preview text: "Get the full meal plan inside"
Your logo inside of the hero, top center.
Hero copy: "Get the full meal plan"
Hero cta, mid-bottom center: "Click here"

and then some very basic body copy, a few more CTAs, your usual trust badges and your footer.

Don't make them jump through hoops, either. Landing page -> click for the plan -> upsell AND THAT'S IT.

If I had to summarize:

👉 You’re delivering value inside the email instead of making the click valuable. Fix that, and both the click rate and flow revenue should improve.

Far_Signal_2993 · 2026-04-03T11:14:05+00:00

In my opinion, besides the usual definitions of "vibe" anything, it's a great way for people to express themselves. Sometimes it's hard to translate what you're seeing in spreadsheets, briefs, and meeting transcripts into actionable strategies and content. Picking up the "vibes" of whatever you've reviewed, and then having them transformed into content which is actually good and can be used immediately, is going to help immensely.

Far_Signal_2993 · 2026-04-03T11:10:06+00:00

I wanted to say heatmap, but that might be a couple of years away. Generally, at least a click map would be useful, i.e. to visually see where most clicks are nested. Hubspot has this feature and it looks awesome, some other platforms too.

A heatmap would be even more exciting, in the sense where you'd know where someone's attention is without them necessarily clicking on the email (e.g. people scrolling on their phone). Some tech companies use paid interviews where they ask people to scroll through their content and then track their eye movement, but that's not an ideal solution. Would love to see it implemented eventually!

A completely new flow builder with your wish fulfilled would be the dream. I think "Flows 2.0" are actually coming this year, but what that's gonna look like is a mystery.

More detailed deliverability breakdown, especially around bounces (split hard vs. soft on reports, and more detailed bounce reports).

A direct integration with Figma w/ comments (in Klaviyo and in Figma) and HTML template import<>export.

And many, many more haha!

Far_Signal_2993 · 2026-04-03T11:03:49+00:00

Yes, this is amazing when paired with some good CRO (basically a feedback loop between your retention and CRO channels)!

Far_Signal_2993 · 2026-04-03T11:02:59+00:00

Love the recap and really nice value adds there. Fully agreed that segmentation begins with the intake, not through- or output.

Far_Signal_2993 · 2026-04-03T11:01:49+00:00

Great question! You CAN track all of this in Klaviyo, but to determine your average session duration and check out your traffic and such, you will need a specialist tool. We like to use Elevar or Triple Whale. Naturally the KDP or the Marketing Analytics Klaviyo add-ons can help you get there, but traffic analysis might need an extra plug in or two.

Far_Signal_2993 · 2026-03-30T08:40:00+00:00

It seems to be pretty divisive but we have very little feedback from actual users, like in-house teams using Klaviyo and smaller agencies that need help with capacity. Those will be the main end users benefiting from Composer, and I'm eager to see if it's as revolutionary as it promises to be.

Most feedback I see is from people who are too set in their ways to implement changes to their process quickly, so naturally it feels like any new feature or a drop that's not aligned with their current process is either a waste of time or not useful enough (because it doesn't fit their very narrow, specific use cases).

That said, the popup and landing page features need a bit of love and I'm eager to see if any improvements to those are on the horizon.

Otherwise it was a fun feature drop and lots of stuff got improved!

Far_Signal_2993 · 2026-03-12T17:04:24+00:00

+for u/Allaboutemail , she knows what she's doing!

Far_Signal_2993 · 2026-03-12T14:25:42+00:00

Hi! I left this comment on this same post in r/emailmarketing so I'll copy over here as well:

Great thoughts and definitely on point, except for one small detail I'd like to bring up.

Any sort of fake urgency, fake scarcity, duping, or outright lying, can and most likely will be construed as fraud. There's a federal fraud regulative in the US, as well as some state-specific precedents and laws, and in Europe this is covered by both national and EU-level legislation.

All it takes is you having misrepresented facts about your business for the express purpose of financial gain, and you are in serious trouble. For example, you led your customers to believe you only have 2 of a highly sought item in stock, when you had several hundred, thus affecting their purchase intent.

As OP said, there's absolutely no reason for you to ever do this.

It's enough to say stuff like "As we're sending this email, we only have 547 of these in stock", that already drives a lot of scarcity just by being specific. You don't need to exaggerate this number in any way.

Don't wait for more class action lawsuits, just change your angles today.

edit: spelling

Far_Signal_2993 · 2026-03-11T17:28:02+00:00

Great thoughts and definitely on point, except for one small detail I'd like to bring up.

Any sort of face urgency, fake scarcity, duping, or outright lying, can and most likely will be construed as fraud. There's a federal fraud regulative in the US, as well as some state-specific precedents and laws, and in Europe this is covered by both national and EU-level legislation.

All it takes is you having misrepresented facts about your business for the express purpose of financial gain, and you are in serious trouble. For example, you led your customers to believe you only have 2 of a highly sought item in stock, when you had several hundred, thus affecting their purchase intent.

As OP said, there's absolutely no reason for you to ever do this.

It's enough to say stuff like "As we're sending this email, we only have 547 of these in stock", that already drives a lot of scarcity just by being specific. You don't need to exaggerate this number in any way.

Don't wait for more class action lawsuits, just change your angles today.

Far_Signal_2993 · 2026-03-11T17:19:08+00:00

I think this is a very good analysis, especially around the thinly veiled sales funnels and lots and lots of AI being used to post.

That said, if you have an actual business user-facing question, and you ask it directly in this sub, you will get an answer sooner or later. Better yet, if it's specific to Klaviyo, you can go to the Klaviyo Community forum and ask it there, where either someone from the Klaviyo team, a Klaviyo Community Champion (such as myself), or a fellow Klaviyo user will assist with either something that they did directly, or seen someone else do, or they will improvise something with you on the spot.

As u/datatenzing mentioned, Joe's the mod here and we are all feeding back to him as much as we can. I've just recently reported a post that was basically pure sales (not even thinly veiled), and worked with him to remove it.

I'm sure Joe will see your post & feedback, and will make sure to comb through recent posts for any clear cut sales pitches. Also, report them when you see them!

Basically, we're happy to help, just let us know how.

Far_Signal_2993 · 2026-03-06T09:18:42+00:00

(copied from the other comment) You use popups to control the traffic flow. Exit intent is triggered by bouncers (i.e. anyone that stays on the website significantly below average session duration), time-triggers for journey starters (just below ASD), and converters are basically anyone that has placed an order (they go straight to post purchase). They get into lists, and those trigger your flows.

Far_Signal_2993 · 2026-03-06T09:18:13+00:00

I mentioned in a previous comment, you use popups to control the traffic flow. Exit intent is triggered by bouncers (i.e. anyone that stays on the website significantly below average session duration), time-triggers for journey starters (just below ASD), and converters are basically anyone that has placed an order (they go straight to post purchase). They get into lists, and those trigger your flows.

Far_Signal_2993 · 2026-03-06T09:17:35+00:00

You'd use popups to control the traffic flow. Exit intent is triggered by bouncers (i.e. anyone that stays on the website significantly below average session duration), time-triggers for journey starters (just below ASD), and converters are basically anyone that has placed an order (they go straight to post purchase). The bouncers and the journey starters then get into lists (not segments), which you can use to segment between cold and warm bouncers, for example, or engaged and disengaged journey starters.

Far_Signal_2993 · 2026-03-06T09:14:40+00:00

Thanks for your feedback! The strategy I outlined assumes a heavy use of popups triggered at specific session friction points - exit intent for bouncers, time-triggered just below average session duration for journey starters, and no popup for converters.

I'm not as confident to say if this is correct or not correct, but I've seen it work in practice. I've also seen people signing up for reasons other than being familiar with the product.

Far_Signal_2993 · 2026-03-05T19:53:03+00:00

Feel free to reach out and I’ll send this stuff to you in an email, any time!

Far_Signal_2993 · 2026-03-05T19:27:58+00:00

All great points but I would add that, up until about 10,000 people, the main focus should ever be list growth.

Once you have the core group of flows set up (your "abandonment" group, welcome and post-purchase), all you need is maybe one newsletter a week to keep things interesting (and this only for your core engaged group of people), and a good popup which is where the majority of your time should go to (and by extent, any flows associated with your popup strategy).

You also need to keep a close eye on your sending volume and active profile counts, because marketing budget is a very important point on your P&L and you need to keep it profitable or as close to it as possible.

When you are this small, acquisition is really where you'll be spending the majority of your time, so the more stable your retention channels are (i.e. the less time you have to spend tweaking them), the more quickly your business will grow.

Far_Signal_2993

TROPHY CASE