Integrating Your Zero Party Data With Klaviyo For Segmentation
As Klaviyo’s elite tech partner for post-purchase surveys, Fairing knows
a thing or two about enriching your favorite retention platform with
proprietary zero party data. And in a few minutes, you’ll know it too.
First: Why Bring Zero Party Data Into Klaviyo?
It’s vital for ecommerce brands to appreciate just how impactful a
communication platform like Klaviyo can be in a direct-to-consumer
model. Personalization is Klaviyo’s superpower, and if you want to turn
that into an advantage, you need to know more about your customers than
your competitors and media platforms do. For that, you’ll need zero
party data .
Via Klaviyo’s
analysis
, DTC brands who properly segment their customer lists see 3x the
revenue vs. simply engaging with a master list. What does “proper”
segmentation look like? Klaviyo’s recommendation is to maintain lists
that target 5% of your customer base.
That’s quite a few distinct groups within your master list — and if
you’re just targeting characteristics like gender, age, or product
category, remember your competitors will target the same customer on
that exact same criteria. The way to get separation is by leveraging
your direct-to-consumer model: surveying your customers so they can
self-segment through zero party data.
Consider the competitive advantage of advanced Klaviyo segments like
these below, keeping in mind there’s often no way to gain this
information other than to ask your customer directly (which is exactly
what makes Fairing your growth hack for personalization):
- Buyers vs.
users
: which customers are actually going to use your product, and which
are gifting it to a user you don’t have access to?
- Brand spend vs. category
spend
: which customers have tapped out their category spend on your
brand, and which are larger category spenders you can turn into
loyals?
- Unique selling
propositions
: which customers adore your styles & brand experience, and which
rely on you for quality & reliability?
- Demographics x important
dates : which
customers have winter birthdays in cold weather climates, and which
have summer birthdays in warm weather climates?
- Triers vs. competitive
conquests
: which customers are trying this kind of product for the first
time, and which have experience with a particular competitor’s
product?
And don't forget, you can get additional touch points by sending your
Question Stream via email, as instructed by one of our agency partners,
Electriq:
All of this is zero party data at its best. And as positive
reinforcement, it’s always good to remember that traditional retail
brands often spend more than your entire marketing budget for this kind
of advanced “persona” consumer research — which they can’t even apply to
1:1 marketing initiatives.
*Fairing allows us a much deeper personalization of our email
marketing… and so far we’ve seen amazing results using survey
responses to speak to our customers in a personalized way.
- Taylor Sicard, Homesick Candles
Integrating & Activating Your Zero Party Data For Segmentation
Since this is the how-to portion, let’s cover the payoff first: with
just a few clicks, your Fairing zero party data can build Klaviyo
segments and campaigns that look like this:
The steps to reach this point are so simple, we’re going to speedrun
through it under the assumption you’re not yet a Fairing customer:
- Sign up for Fairing (free for 14 days,
with projected ROI often coming on day 1).
- Use our Question
Bank to
quick-launch a best-practice segmentation question.
- Go to Fairing’s Integrations tab and connect
Klaviyo using your API
key .
The entire setup process might take 15 minutes, and from that point,
you'll be ingesting real-time zero party data in your Klaviyo activity
feed & custom properties:
To activate this data as a proprietary customer segment, the steps are
just as easy:
- In Klaviyo, go to Lists &
Segments .
- Name a new segment based on zero party data criteria: e.g. if you’re
using the “ How would you describe
yourself?
” question and one of your responses is “Hobbyist”, name the segment
“ Hobbyists ”. Some larger brands choose the format “ Hobbyists
(Fairing) ” to keep all their marketing staff abreast of the data
source.
- Select What someone has done (or not done) under Select a
Condition , and find the relevant Fairing variables you’re
segmenting on.
From here, you can create all the flows you like in Klaviyo, most of
which will now be powered by knowledge that only you and your customer
have.
Building A Segmentation Mentality In Your Org
Actionable personalization and 1:1 conversational marketing is all about
feedback loops, and to that end, becoming an expert is less about
implementing ad hoc growth tactics and more about developing a
listener’s mentality.
One of our favorite mental models to exercise your listening muscles is
the Known-Unknowns
Matrix . When
the guiding light of zero party data is hearing what your customers have
to say, the brands who truly excel at personalization know what they
don’t know, and fill that gap with direct from customer input.
If you’re a Klaviyo user who hasn’t deployed Fairing to enrich your
segmentation data, we’ll gladly offer you a
personal product
demo . You’re about twenty minutes away from a proprietary data
advantage.