Top 10 email marketing tips

If you’re already past the stage of setting up your welcome flow and sending the odd campaign, this one’s for you. These tips go deeper into how you can really get more out of your emails, with a focus mainly on Klaviyo.

Your email really is the keys to castle, so spend the time getting it right and you’ll see the results 100%!

I’m going to look at 10 practical, high impact tips, so here goes:

1. Expand your revenue by growing the right audience

Yes, list growth matters, but what really matters is qualified growth. You want people who will actually buy. So go beyond basic pop-ups and start collecting consent at every possible touchpoint:

• Add email opt-in at checkout (most integrations with Klaviyo do this automatically).
  

• Use exit intent forms, but target only new users by excluding existing Klaviyo profiles.
  

• Set up teaser first forms for previous customers who haven’t opted into marketing, they’re warm leads. Segment them by “Never Subscribed” and serve up a subtle teaser with a delayed sign up prompt (like after they’ve viewed 2 pages perhaps).
  

Basically don’t let it all ride on the initial pop up, there are lots of other ways to target people across the site.

And don’t forget the humble footer sign-up form, low conversion, yes, but perfect for passive browsers so make sure the copy you use here is strong. Don’t just leave it as the text that came with your theme!

2. Capture first party data before they even subscribe

Klaviyo’s anonymous visitor tracking is gold. Turn it on (Settings > Data > Enable anonymous tracking) and start tracking what people browse before they give you their email.

That way, when someone finally subscribes, you can backfill their profile with the products they were already checking out. Use that data to personalise their welcome emails with:

• “You were checking this out” product blocks
  

• Personalised product feeds based on browsing behaviour
  

• Automated reminders for items they looked at before subscribing

3. Use facebook lead ads + klaviyo to supercharge growth

Want to scale fast? Plug Facebook Lead Ads straight into Klaviyo.

• Create a high value segment (e.g. customers who spent £100+ in the past year)
  

• Build a lookalike audience in Meta Ads Manager
  

• Run lead ads with an enticing magnet (sample, guide, discount)

Don’t just dump these new leads into your usual welcome flow. Instead:

• Trigger a new flow using the Filled out lead ad event in Klaviyo
  

• Tailor the first email to deliver your lead magnet
  

• Then repurpose your standard welcome emails (just use templates to do this)

4. Personalise your pop-ups with UTM targeting

If you're running any kind of campaign traffic, from social to search, you should be using UTM-based form targeting in Klaviyo.

Use UTM parameters (like campaign or source) to control exactly which form someone sees when they land on your site. Want to skip building separate landing pages for every campaign? Use full-page forms instead and set them to only appear when specific UTMs are triggered.

Great for flash sales, lead magnets, or specific collections you’re pushing.

It’s all part of personalising the experience for the customer.

5. Reduce friction with Shop Pay lead capture (shopify only)

If you’ve got Shop Pay activated on your site, use Klaviyo’s Shop Pay lead capture feature on your pop-ups.

It lets customers opt in with a code sent to their Shop app, and the best part? Their discount code gets auto applied at checkout.

It’s seamless, mobile friendly, and removes a bunch of steps, especially great for customers who live on their phones.

6. Run A/B tests on your forms

Don’t just set and forget your sign up forms. Test them regularly, and do it properly.

Test ONE variable at a time:

• Percentage discount vs. free shipping
  

• Exit intent vs. scroll depth
  

• Single step form vs. multi step (especially if collecting preferences)

Most brands stop after one test, don’t be that brand. Schedule A/B tests, log your results, and iterate. The best performing Klaviyo brands do this as standard.

7. Target “unconsented” customers with smart segments

Every brand has that pool of customers who’ve bought from you but never opted into emails. You can still re-engage them, carefully.

You can do this by:

• Create a segment: “Can receive marketing = No” AND “Never Subscribed”
  

• Use a form teaser (low-key prompt in the corner of the screen)
  

• Trigger the full form after they visit 2+ pages

These customers already know your brand, they just haven’t opted in. Don’t ignore them.

8. Use predictive analytics to build smarter segments

Klaviyo’s predictive features are under used. But they’re super helpful for identifying high value or at risk customers.

Use historic lifetime value and predicted CLV to:

• Build lookalike audiences for ads
  

• Trigger loyalty rewards
  

• Prioritise who gets what offer

For example, send your “10% off next order” emails only to those with a predicted CLV over £150. Save your margin. Give your discounts to people who are actually likely to buy again.

9. Tailor email content based on lead source

Go beyond “Thanks for signing up!” and tailor your emails based on where someone came from.

If you have a large volume of traffic this can work well.

You can segment flows based on lead source (like Facebook, quiz, footer form, etc.) and adjust:

• Tone of voice

• Incentive follow up

• Product recommendations

For example: If someone came in through a Facebook ad promoting X product, the first few emails they get should lean into that product, trust building, and testimonials, not just a blanket ‘here’s our products, want to buy them’ approach.

10. Make embedded forms work harder with on page personalisation

Embedded forms (like those in your footer or on your blog) often get ignored because the submit rate is lower, but that doesn’t mean they’re useless.

Adjust the language around it depending on the page (e.g. Get our best tips for your living room on a homeware category page).

It’s subtle, but when done well, these forms consistently pull in extra subscribers. And don’t forget you can embed a form wherever you like, it’s not just for your footer.

I hope that’s given you some things to think about. I can’t stress enough how powerful your emails can be, so please don’t ignore them.