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Klaviyo has fewer pre-built automations than Mailchimp — just four, to Mailchimp’s nine. Automated flows include: Welcome series Browse abandonment reminders Abandoned cart emails Retargeting But Klaviyo’s more advanced automation options are where the platform really shines. One of Dimond’s favorite features to use with Klaviyo lets users A/B test their automations. Maybe you want to see whether customers spend more when they get a $10 off


after abandoning their shopping carts. You can set up automated A finland number screening /B tests to get a sense of the content, subject lines, offers or email timing that works best. Source: Klaviyo When users create automations like this in Klaviyo, each customer journey includes real-time data on open rate, click rate, and orders placed — so you can make data-driven updates anytime. Klaviyo’s highly-customizable flows can be confusing for new email marketers, and it does take some time to set them up. But all the A/B tests and automations—and the mountains of data that result—are key to how Dimond’s team works with clients. “We, as marketers, we have to lead with our gut, right?” said Dimond. “We have to make educated guesses on what we think is going to work, and data, basically, is the gut check.