Klaviyo and email marketing. Knowledge you can put into practice.
From the initial welcome flow to robust analysis: practical guidance, clear examples and checklists for your email channel.
Clarify specific questions first
Public checklists, planning templates and documented examples will help you with the next step: Klaviyo audit · Welcome Flow · Shopping basket and checkout · Monthly newsletter plan · Segments with test profiles · Klaviyo and GA4 · One of our campaigns explained · Services and cost factors.
Our Newsletter management and Klaviyo flow implementation combine planning and technical review. On the Editorial standards page we explain the sources and findings.
Latest articles
New practical guides for your shop team.
Flows & sendingWelcome flows without a discount: fulfil the sign-up promise
A welcome flow does not need a discount when the sign-up promises something else. Plan the introduction, useful guidance and a suitable next step.
Read more →- Flows & sending
Flows and campaigns: check Klaviyo sending conflicts
Decide which message takes priority when a flow overlaps a campaign. Use a timeline, realistic test cases and a clear sending decision for each.
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Klaviyo Flows & Customer Retention
Support recurring customer touchpoints with appropriate rules and helpful messages.
Analysis & OptimisationKlaviyo Audit: What should a shop team really be checking?
Systematically audit Klaviyo: data, sign-ups, deliverability, flows, content and measurement. Using a public audit checklist and a specific test case.
Read the guide →
BasicsGetting started with Klaviyo: From store integration to tested customer journeys
Setting up Klaviyo for e-commerce: linking shop data, profiles, lists, segments, campaigns, flows and consent. A concrete starter plan with test cases.
Read the guide →- Automation
Klaviyo flows: which automations does your store need?
Welcome Flow, abandoned basket, post-purchase and win-back: prioritise Klaviyo flows sensibly, check filters and evaluate the results.
Read the guide → - Automation
Klaviyo Welcome Flow: Turning a sign-up into a great start
Planning a Klaviyo welcome series: sign-up, content, purchase paths and tests. With a specific three-message template for online shops.
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AutomationCheckout abandonment in Klaviyo: guiding customers back to the shop
Shopify and Klaviyo: Distinguish correctly between ‘Added to Cart’ and ‘Checkout Started’. Including flow exclusions, message scheduling and specific test cases.
Read the guide →- Automation
Browse Abandonment in Klaviyo: Useful follow-up after browsing
Browse Abandonment Flow in Klaviyo: Check ‘Viewed Product’, identified visitors, checkout exclusions, product data and restricted content.
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AutomationPost-purchase in Klaviyo: answer the right questions after the order
Post-purchase flows for online stores: plan order events, delivery times, usage guidance, product paths, reviews and exclusions clearly.
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AutomationKlaviyo Winback: When does a winback email really make sense?
Planning a winback flow in Klaviyo: distinguish between purchase cycles, repeat purchases and inactivity; exclude repeat purchases; and evaluate discounts from a business perspective.
Read the guide →- Customer loyalty
Retention marketing: plan customer loyalty after the first purchase
Build customer loyalty in ecommerce: purchase cycles, usage guidance, repeat purchases, channel selection and clear analysis using comparison groups.
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Integration & Deliverability
Link shop data, authenticate senders and systematically narrow down delivery issues.
- Klaviyo & Integrations
Klaviyo and Shopify: Testing the integration using real-world workflows
Check Shopify–Klaviyo integration: profile data, sign-ups, app embed, product views, checkouts, orders and duplicate reminders.
Read the guide → - Klaviyo & Integrations
Klaviyo and Shopware 6: From plugin to robust integration
Check Shopware 6 with Klaviyo: supported sales channel, compatible extension, onsite tracking, order data, catalogue and flow acceptance.
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DeliverabilityEmail deliverability: Identify the cause before changing your sending settings
Check newsletter deliverability: distinguish server acceptance from inbox placement, understand bounces, authentication, list quality and provider diagnostics.
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DeliverabilitySPF, DKIM and DMARC: set up sender authentication clearly
Understanding SPF, DKIM, DMARC and alignment for Klaviyo: correct DNS values, return path, received headers and step-by-step domain verification.
Read the guide →- Deliverability
Google Postmaster Tools: Interpreting Gmail signals correctly
Setting up and analysing Google Postmaster Tools: domain verification, personal Gmail accounts, spam rate, authentication and limitations of missing data.
Read the guide → - Deliverability
Email bounces, spam and blocklists: systematically resolving delivery issues
Distinguish between hard and soft bounces, spam folders, blocklists and T-Online issues. Include a diagnostic process and specific checks within Klaviyo.
Read the guide → - Deliverability
BIMI and email headers: Verify sender identity step by step
Classify BIMI as a logo display and read the full email header. Verify authentication, domains and technical evidence without making false security claims.
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DeliverabilityNewsletters in Apple Mail: check for missing emails, images and open rates
Diagnose Apple Mail issues: distinguish missing messages, image display problems and Mail Privacy Protection. A practical checklist for ecommerce teams and recipients.
Read the guide →- Deliverability
Klaviyo and T-Online: Check delivery issues using the correct signals
Investigating T-Online bounces in Klaviyo: error messages, your own sending domain, double opt-in, sender verification and a controlled test run.
Read the guide →
Newsletter & Design
From the right occasion to a clear message: combining content, design and planning.
Design & ContentNewsletter design: from product to clear message
Plan and review newsletters: structure, mobile readability and calls to action. Includes an annotated Normrahmen design concept and a pre-send checklist.
Read the guide →- Practice & design
A newsletter campaign explained: target audience, content, design and results
The BMS fabric guide as a real design example: understand the reader’s question, layout and shop links, and assess campaign results appropriately.
Read the guide → 
Design & ContentNewsletter editorial plan: turn topics into reliable campaigns
A newsletter topic plan for online shops: selection guide, application and product range. Featuring real design examples, a briefing template and a four-week plan.
Read the guide →- Design & Content
Newsletter content ideas: useful reasons to write beyond a product list
Develop newsletter ideas from customer advice, product use, your range and the season. With a topic framework, Christmas planning and examples from our own designs.
Read the guide → - Design & Content
Newsletter subject line and preheader: two lines with a clear purpose
Develop subject lines and preheaders for newsletters: specific examples, mobile previews, personalisation and meaningful A/B testing.
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Klaviyo & IntegrationsKlaviyo voucher codes: From offer to successful redemption
Using vouchers in Klaviyo: static and individual codes, Shopify generation, CSV import, terms and conditions, code availability and testing actual redemption.
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Data & Target AudiencesKlaviyo forms: The sign-up process from initial promise to confirmation
Klaviyo sign-up with double opt-in: check forms, landing page, target list, confirmation, language and welcome flow as a complete process.
Read the guide →- Newsletter and Design
Gamification in the newsletter: A small task with a useful outcome
Make effective use of gamification in the newsletter: quizzes and selection options on a mobile landing page, profile fields in Klaviyo, test cases and transparent evaluation.
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Analysis and StrategyNewsletter open rate: ten steps to reliable analysis
Calculating and improving newsletter open rates correctly: MPP, recipients, subject line, send time and ten specific checks instead of blanket benchmarks.
Read the guide →- Newsletter and Design
Christmas newsletter: gift ideas and greetings for different occasions
Plan Christmas newsletters for online stores: original copy examples, gift advice, confirmed delivery times, segments, sending plans and mobile testing.
Read the guide → - Deliverability
Bulk newsletter sending: clear limits for larger audiences
Planning large newsletter mailing lists: sending authorisation, Gmail requirements, domain warm-up, controlled batches, Klaviyo campaigns and provider monitoring.
Read the guide →
Data, Segments & Tool Selection
Use relevant information, clarify responsibilities and select systems based on your tasks.
Target audiences & relevanceKlaviyo segments: build relevant audiences from reliable data
Planning target audiences effectively in Klaviyo: engagement, purchase status, interest and language. With a logical example, test profiles and a segment template.
Read the guide →- Data & Personalisation
First-party data and event tracking: personalisation using actionable signals
Using first-party data in Klaviyo: distinguishing between events, profile properties and consent. Includes a data plan, model example and error checks.
Read the guide → - Data & Responsibility
Klaviyo and data protection: checking consent, data and responsibilities
Checking Klaviyo in the shop: consent, data origin, data processing on behalf of a client, tracking, erasure and complaints. With a practical overview.
Read the guide → - Data & Responsibility
Newsletter cease-and-desist notice or complaint: clarify evidence and responsibilities
Organisational handling of complaints and formal warnings regarding newsletter advertising: deadlines, proof of consent, suspension of mailings and specific handover procedures.
Read the guide → - Integration & Strategy
Choosing email marketing tools: What does your shop really need?
Compare Klaviyo, Shopify Messaging and other email marketing tools based on data, automations, design, effort and total costs.
Read the guide →
Analysis & Optimisation
Evaluate tests and key figures in such a way that they lead to well-founded decisions.
- Analysis & Optimisation
Email marketing metrics: what shows real progress?
Put opens, clicks, conversions and revenue into context. A practical guide for online stores to Klaviyo, GA4, UTM links and comparable reporting.
Read the guide → - Analysis & Optimisation
Klaviyo attribution: What the attributed revenue actually shows
Understanding Klaviyo attribution: clearly categorise open and click windows, bots, MPP, differences from GA4, UTM links and additional impact.
Read the guide → - Analysis & Optimisation
A/B testing in Klaviyo: Turn variations into reliable decisions
Planning A/B tests for campaigns and flows: hypothesis, target metric, variants, duration, small sample sizes and technical QA.
Read the guide → - Analysis and Strategy
Customer Lifetime Value: Calculating customer value using a clear basis for comparison
Calculating Customer Lifetime Value in e-commerce: separating revenue and contribution margin, comparing cohorts and understanding the limitations of Klaviyo forecasts.
Read the guide → - Analysis and Strategy
Retention rate: distinguish repeat purchases from customer loyalty
Retention rate in e-commerce: distinguishing between repurchase rate, cohorts, time windows and denominators. With fictitious calculation examples and a Klaviyo verification process.
Read the guide → 
Analysis and StrategyNet Promoter Score: measure recommendations and understand the reasons
Calculating NPS: distinguishing between promoters, passives and detractors. Fictitious calculation example, response rate and specific evaluation for online shops.
Read the guide →- Analysis and Strategy
Optimising conversion rates: examining the journey from newsletter to purchase
Distinguish between conversion rates and email click-through rates. Review the landing page, product selection and checkout process using clear benchmarks and your own test examples.
Read the guide → 
Working togetherChoosing the right email marketing agency for your online store
Compare email marketing agencies: assess the scope of services, Klaviyo experience, design quality, reporting and collaboration using specific questions.
Read the guide →
Other channels & reviews
Classify WhatsApp, SMS, push notifications and print based on the customer’s context and the available data.
Other channelsWhatsApp marketing with Klaviyo: build a focused additional channel
Using WhatsApp in Klaviyo: Business account, Shopify data, consent, approved templates, campaigns, customer replies and current billing.
Read the guide →- Other channels
WhatsApp Communities and polls: interaction with a clear purpose
Understand WhatsApp communities, groups and polls for brands: moderation, useful questions, response analysis and the distinction from marketing lists.
Read the guide → - Other channels
SMS and push marketing: choose the channel for the customer’s situation
Planning SMS and mobile push notifications with Klaviyo: countries, consent, app requirements, sending times, channel overlap and real-world test cases.
Read the guide → 
Other channelsPrint mailings in ecommerce: give a postcard a clear purpose
Plan print mailings and programmatic print: audiences, postcard design, personalisation, QR codes, costs and holdout tests for online stores.
Read the guide →- Customer loyalty
Klaviyo Reviews: Collecting product reviews with a clear process
Assessing Klaviyo Reviews for Shopify and WooCommerce: requirements, review requests, widgets, migration, moderation, costs and neutral selection criteria.
Read the guide → - Customer loyalty
Comparing review tools: Which solution suits your shop?
Compare Klaviyo, REVIEWS.io and Trusted Shops based on official features: product and shop reviews, integrations, processes, export and costs.
Read the guide → - Other channels
WhatsApp Business costs: What do businesses pay for?
Understand the costs of the WhatsApp Business app and platform: current Meta billing, Klaviyo Mobile Messaging, service messages and a calculation model without invented rates.
Read the guide → - Other channels
Compare WhatsApp marketing tools based on real-world workflows
Compare Klaviyo, Brevo and Superchat using official feature documentation: shop data, campaigns, automations, team inbox, account requirements and pilot testing.
Read the guide → - Other channels
WhatsApp Business data protection: clarify data flows before launch
Carefully review the WhatsApp Business app and platform: contact synchronisation, purposes, roles, data processing on behalf of a controller, consent, opt-out and deletion processes.
Read the guide →
From the problem to the next step
New subscribers need guidance, existing customers need suitable opportunities, and your team needs reliable figures. Choose the guide based on your current situation: each article outlines prerequisites, specific steps and common pitfalls that you should check before getting started.
Practical knowledge with verifiable sources
The editorial team at Rügamer & Steiner combines strategy, design and Klaviyo implementation. Technical statements link to product documentation. Model examples are marked as such. You can find genuine customer testimonials in our Case studies.