At a glance
Newsletter management involves regularly scheduled campaigns targeted at appropriate recipient groups. Key factors include a clear purpose, comprehensible product arguments, a verified message and comparable results. Automated Klaviyo flows complement this campaign plan for recurring customer touchpoints.
Which shops is newsletter management suitable for?
The service is aimed at B2C and B2B online shops in Germany, Austria and Switzerland. A typical starting point: Klaviyo is already in use, but between purchasing, shop operations and customer service, there is no time for consistently high-quality campaigns. Alternatively, previous newsletters have been created individually, without topics, recipients and objectives being planned together.
We work in particular with online shops with seven- or eight-figure annual revenue. To assess suitability, we also consider the product range, the existing mailing list and internal responsibilities. A large mailing list alone says little about which content is right for the audience. Our Klaviyo management describes the overarching scope of services.
Developing a thematic plan based on your product range
The first step is to ask what customers would like to know before or after making a purchase. New arrivals, seasonal events, usage tips and selected offers form the basis of various campaigns. Together, we will determine which topics suit your product range and which products are available. For items that require explanation, advice may be more important than yet another discount promotion.
A coordinated content plan links the dispatch date with the target audience, message and next step. Your team can see which campaigns require product information, images or approval. Our Guide to the newsletter content plan shows how such decisions might look for different product ranges.
Example of a campaign briefing
An accessories shop wishes to make it easier for customers to choose a suitable product. The newsletter answers a common question about compatibility, provides an illustrative example and links to the relevant page on the shop’s website. This example describes the planning of a message; it is not a documented customer outcome.
Developing text and newsletter design from a single message
Our copywriters and graphic designers work on the same task: what message should the target audience understand, and what next step will help them? This forms the basis for the subject line, opening paragraph, product description and call to action. The design reflects your brand and organises the content into a logical reading order.
During implementation, we also check the mobile display, recognisable links and key information when images are not fully visible. Klaviyo recommends that emails should not consist solely of images. You can find specific design examples in our Newsletter gallery; the Design guide explains readability and structure.
How do you assess a newsletter example for your shop?
An attractive design is a starting point for comparison. What matters is whether it clearly answers your customers' question and leads them to relevant products. Assess an example using three criteria:
- Purpose: Which specific customer question does the message answer?
- Reader journey: Are the arguments, product choices and next step clear on a smartphone too?
- Implementation: Which product information, images, landing pages and offer details are needed, and who creates the copy and design?
Our annotated analysis of the BMS Fabric Guide applies these checks to the existing design and explains the limitations of the exported image. You can then use the free campaign briefing to prepare a topic of your own.
Send checks and subsequent performance measurement should be separate parts of the agreed scope. An original design alone does not demonstrate working email links or measured campaign results.
Preparing and monitoring campaigns in Klaviyo
Technical implementation includes the agreed selection of recipients, the insertion of content and a check of the final message. A campaign aimed at repeat customers may require different content to an introductory campaign for new prospects. For this, we use appropriate Customer segments in Klaviyo, rather than scheduling every message to the same mailing list.
Prior to publication, we check the subject line and sender, personalisation, product references, offer terms and conditions, and link destinations to the agreed extent. A test email shows the actual email. Approvals also take into account availability and the promotional period: a beautifully designed message is of little use if the advertised item is no longer available.
This is how an idea becomes an approved campaign
- Clarify the background: We will discuss the online shop, previous newsletters, objectives and existing templates.
- Coordinate topics: Campaign occasions, recipient groups and required information are set out in a joint plan.
- Implementing the content: The text, design and technical preparation will be tailored to your brand.
- Approval and evaluation: Your feedback will be taken on board; results and outstanding issues will determine the next steps.
The collaboration requires an accessible point of contact on your side. Your product knowledge, up-to-date offer details and clear approvals prevent unnecessary rounds of corrections. We will specify the number of campaigns, languages, variants and coordination deadlines in the detailed scope of services.
What do we need to take over your newsletters?
Three specific items are helpful at the start: a previous newsletter, your brand and product materials, and an overview of upcoming sales opportunities. These give us a basis for discussing which design elements to retain, which content is missing and where your team currently loses time.
- Identify the person who answers product questions and the person who approves sending.
- Record each promotion, including its dates, terms and relevant shop page.
- Identify existing copy, images and templates that you would like to continue using.
- Note unresolved questions from customer service or consultations as possible newsletter topics.
You do not need a completed annual plan to get started. Our guide to planning your newsletter content provides a template for your first topics; our curated newsletter selection can help you identify design approaches that suit your brand.
How can approvals and last-minute changes be organised?
Before the first campaign, we agree who will consolidate feedback and when approval is needed. Your team confirms product details, availability and offer terms. Copy, design and technical preparation are checked against the agreed brief. A shared point of contact helps resolve conflicting individual revisions.
Agree a clear process for last-minute changes: who reports an out-of-stock product or an amended promotion, which version replaces the previous draft, and when should sending be postponed? Holiday cover and additional variants belong in this agreement too. This keeps the work required from your team clear for the specific project.
Using the results for the next campaign
We analyse campaigns and sales cycles and compare suitable variants using A/B testing. In addition to clicks and attributed revenue, this also includes unsubscriptions and the development of the recipient list. A single successful mailing does not justify a blanket statement about the entire channel. Our email marketing metrics guide explains the key metrics.
Klaviyo assigns orders according to defined rules. The reported email revenue is therefore not automatically equivalent to additional shop revenue generated. The client case studies add the businesses’ view of their work with us to the metrics. One shop’s results are not presented as a promise for another.
Clearly distinguish between newsletters, flows and costs
Newsletters cover current topics. A automatic Klaviyo flow covers recurring situations such as sign-up or purchase. In the initial consultation, we clarify which area needs support and which tasks your team handles. This allows campaigns and flows to be prioritised together.
The costs depend, amongst other things, on the number of campaigns, the amount of work involved in text and design, variants and the technical starting point. Software costs and agency services should be clearly itemised separately in the quotation. The Cost factors for a Klaviyo agency will help you make a comparison.
Sources and further documentation
Technical statements refer to the linked documentation. Examples and guidance are marked as such.