I’m super excited for today’s episode because I feel like it’s been awhile since I’ve come to you with meaningful Klaviyo updates. The one I’m most excited about, I found by accident while on a 1:1 call with a Lounge member, which led me down a rabbit hole of a few new features they released this month… too quietly in my opinion.
Let’s hop right in with the feature I have been requesting for the last 10+ years. The one I asked for when I got the chance to have a private meeting with the founder and CEO of Klaviyo in January 2020. The one that, if you’ve been hanging with me for any length of time you already know I’ve been complaining about forever… drum roll please…
Prefer to listen to the episode? Click here.
Flow Re-entry Settings
Up until now, by default list and segment-triggered flows could only every be triggered one time. With the new flow re-entry criteria setting, all flows are now eligible for re-entry if you choose.
This also replaces the previous conditions you used on metric or event triggered flows of what someone has done or not done > been in this flow > X # of times > over time period.
Now, for the trigger, you have one of three options to choose from.
- No re-entry: profiles will only enter once, even if trigger conditions are met again
- Allow re-entry: profiles will re-enter whenever trigger conditions are met
- Allow re-entry after time frame: Profiles will re-enter whenever trigger conditions are met, after a designated amount of time has passed
For example: your abandonment flow you’ll use the allow re-entry after time frame, generally 30 days.
Other ways you might want to use this:
- If you have any sort of downloadable educational freebie, you can set this to allow re-entry. People forget when they download things all the time, so it’s nice to let people go through the flow more than once so you don’t have to deal with additional customer service issue.
- While there are other workarounds that I teach, if you want to use a segment triggered flow for hitting a minimum reward point threshold, you can now do this with segments.
- You could also now use a segment to identify customers who have stopped engaging with your emails or haven’t visited your website in a while and send them through a flow. And that’s separate from say a lapsed purchaser or winback flow that’s based on actual purchase behavior.
Note: This will only trigger if the person is organically re-added to a segment. It will not trigger if they’re added because you changed the segment conditions. Check out the full documentation to learn how this feature works.
Adding Audience Filters to Omnichannel Campaign Messages
If you’re not already familiar with Klaviyo’s omnichannel campaign builder, this is kind of like a flow builder for your campaign emails. These are great for product launches and promotions, when you want to be able to analyze the overall impact of a specific campaign across multiple messages and channels.
While this was already a pretty powerful tool, now you have the option to add audience filters in your Klaviyo omni-channel campaigns at each individual step.
For example, let’s say you wanted to send 3 emails for a specific campaign. A launch, a resend, and a last chance. Instead of needing to create a segment of people who purchased from this campaign already so you can exclude them from the resend email, you can just add an audience filter at the message level.
You can also use it to prioritize SMS over email based on your subscribers preferences, or any other way you might want to segment these messages among your subscribers.
Social Auto-Replies for Instagram List Growth
If you’re listening to this podcast, you probably already know how important it is to grow your email list, especially from social channels like Instagram. That’s why you’ve heard me talk about tools like ManyChat for the last few years.
Klaviyo’s social auto-replies for Instagram list growth is their answer to tools like ManyChat and is currently in public beta. You should see it listed under social in your left hand menu.
On the help document, they explicitly state that this is just one feature they’ve adopted from their recent acquisition of Gatsby. I actually had the founder of Gatsby on the platform a few years ago. The platform initially started as a way to identify influencers and brand ambassadors from your existing audience. Gatsby would collect their Instagram handle and then pull in all their stats so you could identify who you might want to work with. I honestly hadn’t looked at the platform in a long time, so I’m sure it’s evolved since then. Either way, congrats on the acquisition, Brett. I’m excited to see what else Klaviyo implements.
From what I can tell so far, it’s not nearly as robust as the ManyChat platform, but if your main goal is just to collect emails in the DMs to add to your subscriber list, this is a great place to start.
If you’re not already familiar with this type of functionality, this is where you send an automated message in response to a DM or a comment on an Instagram post. Then, you can collect the person’s email address directly in the Instagram DM and import them into Klaviyo, never asking the user to leave the Instagram platform – we know how hard that can be.
This is an absolute must-have for anyone that uses Instagram to promote early access to product releases, promo campaigns like Black Friday, etc.
Sync Shopify Markets & Local Catalogs with Klaviyo
If you sell internationally on Shopify and use Klaviyo for email, you know what a nightmare it is to make sure your customers are seeing the right information in their emails. My students and clients have done everything from having multiple Klaviyo accounts, to not showing prices in their emails, hopefully avoiding currency conversion confusion, and everything in between.
Now, for Shopify stores using the native markets functionality,Klaviyo now lets you sync Shopify’s local market catalogs to your Klaviyo account. That means language, currency, pricing, and region-specific product URLs are always correct—for every customer, in every market—without managing multiple catalogs or custom logic.
This functionality also works with Klaviyo’s customer hub showing customers the catalog from their local market.
Video Messaging Across Mobile
If you do a lot of mobile marketing for your subscribers, for example SMS or push marketing, you can now embed videos into your messages and Klaviyo takes care of the backend tech needed.
This is great for quick little tutorials, teasers for launches, or any video content that would be engaging to your audience.
Note: this is specific to mobile message, and will not work in your emails. If you want to share a video in an email, you’ll still need to upload an image as a thumbnail and then link directly to the video.
The release is scheduled for February, 2026.
Okay, so those are the latest updates that are available to all Klaviyo email users. There are a couple of others I want to chat through that aren’t part of the base email product.
Coupon Retrieval with Klaviyo’s Customer Agent
This is part of Klaviyo’s Customer Agent product — not the base email platform.
A few important things to know up front:
- This is charged separately
- It’s currently Shopify-only
- You get 50 free conversations to test it out
- Pricing is based on conversations, not individual messages
- It’s currently on intro pricing at $50 per month
What this feature does is allow Klaviyo’s Customer Agent to automatically respond when a customer asks for a coupon — typically via SMS or chat.
The system can identify:
- Unique coupon codes already attached to a customer’s profile
- Or generic public discount codes, depending on how your account is set up
Instead of that message sitting unanswered or needing to be handled manually, Klaviyo can respond automatically with the appropriate code.
This is likely going to be most useful for higher-volume stores that receive a lot of inbound customer messages, especially during promotions or launches.
Geofencing for Brick + Mortar (Location-Based Marketing)
For my brick-and-mortar stores, let’s talk about geofencing.
If you’re not familiar with geofencing, this is where you define a very specific boundary around a physical location and trigger events when someone enters or exits that area.
This is different from basic location targeting which is more passive. It says, only show ads to people within this general area. That’s like what you might do with Facebook Ads.
Geofencing is literally based on the users physical location according to their mobile device.
This is a pretty common marketing strategy for retail stores. It’s something we used at my previous day job, and it’s been around for a long time. Typically this is used for push notifications sent to users of your own app, but can also be used for display ads on other platforms.
While previously you would have needed separate software to detect these geofencing events, Klaviyo can now do it for you. This is specific for stores with their own shopping apps, like one built with Tapcart.
Once you set up your geofence, Klaviyo will record when a user enters and exits your geofence, if they have their location services turned on. This allows you to trigger flows, and build segments.
Some example of how you might use this:
- A subscriber enters your geofence and you send a push notification with an in-store only offer.
- When a subscriber exits your geofence without making a purchase, wait a few hours and send them a follow up email encouraging them to make a purchase online.
- Create a segment of subscribers who have been in your geofence in the last X number of days, but haven’t make a purchase, and send them a special offer.
If you have a brick and mortar store, but don’t have a shopping app, don’t let the FOMO of geofencing make you feel like you need one. Think of shopping apps as another sales channel that you have to push traffic to. They are not an overnight success, especially if you have a relatively smaller audience. And initially, they will likely cannibalize your website sales vs. adding new revenue.
While everything is worth a test, the truth is, they aren’t cheap and you have to be prepared to put in the work. Those with multiple store locations in highly trafficked areas are the most likely to see success with this.
These next two updates are exclusive to the Klaviyo Marketing Analytics and Advanced Klaviyo Data Platform packages.
Personalized Send Time Optimization (AI-Driven)
One of the questions I get most often when it comes to email marketing is what’s the best time to send an email. While I have certainly found some general best practices for sending times, it really depends on your unique audience and their shopping habit.
Spoiler alert, I always found evening to work best for actual conversion into sales. While daytime might get more engagement like opens and clicks, it doesn’t mean they’re ready to whip out their wallet and buy.
One of the tools that Klaviyo has had for as long as I can remember is called send-time optimization. This was a one-time test you would run that would identify the best time of day to send an email based on engagement over a 24 hour period. When I ran that test, it confirmed what I already knew about my audience.
What wasn’t clear though, was it because all my manual testing the years prior had brought me to the correct conclusion, or was it because I had trained my audience over a long-period of time – and they knew when I was going to send them an email?
While I believe wholeheartedly that your audience does end up being trained on your cadence, it doesn’t hurt to optimize based on their behavior, and that’s where Klaviyo’s AI-driven personalized send-time comes into play.
Beyond just figuring out the best send time for your subscribers as a group, it personalizes send time at the profile level. This is similar to the predictive analytics of when a specific customer is most likely to make their next purchase.
Because this is unique to Klaviyo Marketing Analytics and Klaviyo’s Customer Data Platform, this is not a feature alone I would upgrade for. If you already have those, then yes, take advantage of it.
Of course, you’ll only want to use this for campaigns that are not time-sensitive.
One thing I will say, in regard to Klaviyo’s predictive analytics, specifically the estimated date of next order, while it’s cool for winback campaigns, it doesn’t work super well for every business. For example, I’ve tested the estimated date of next order vs. a traditional 60 or 90 delay after a purchase, and sometimes the standard delay flow performs better than one driven by Klaviyo’s prediction.
My point is, if this is something you’re going to play around with, don’t get too discouraged if it doesn’t make a material difference in your results, and remember to always evaluate based on actual revenue driven, not just engagement metrics like opens and clicks.
Segment from Funnels
One of the most frustrating things about marketing, is that most customer journeys are not linear. If only people went straight from landing on your website, adding to cart, and checking out.
The truth is, people jump around, they get distracted, they leave, they drop-off. And while we do have a lot of great tools at our disposal to identify those drop-off points, and even ways to reengage them, for example abandonment flows, sometimes just the act of building out the segments to identify these groups, and take action on them can be difficult.
That’s where Klaviyo’s segment from funnels functionality comes in.
This is another feature that’s exclusive to Klaviyo’s Marketing Analytics and Advanced Klaviyo Data Platform packages. And on its own, I don’t think it’s a reason to upgrade. Think of it like a segment building shortcut that lets you say send an email campaign, or dive deeper into analytics.
I think it’s a cool addition if you’re already using those platforms and it will be beneficial… but if your business didn’t already warrant upgrading to these advanced platforms, it’s not going to revolutionize your results.
Final Thoughts
At the end of the day, I’m pretty excited to see some actual new functionality come to Klaviyo’s email platform. I feel like they’ve spent the last year or so expanding the add-on platforms, analytics, data platform, service, customer hub, etc.
The last big email update I remember are subscription status and the new email designer.
Most of these are going to be great additions to what you’re already doing, but be careful not to get FOMO for things that you might not have access to, or those that are only included with Klaviyo’s advanced plans. If you didn’t already see a justification for those, it’s likely they won’t make a huge difference in your results.
Remember, pulling out a segment of 20 people who fell out of a step in a funnel, isn’t going to be very impactful. Honestly, just last week I was looking over a Lounge members account because she was concerned about the overall performance of her email campaigns. After doing a little analysis, I understood why she felt that way. It wasn’t that her campaigns weren’t performing, but that they weren’t performing well enough to justify all the work she was putting in trying to target different segments with different messages, etc.
Friendly reminder: at my previous day job, with over 150k subscribers, I didn’t actually segment that much. At that level could I have seen a significant difference if I did take the time to create more segmented campaigns? Maybe. And if that was my only job, I could have taken the time to do that. I’m sure the person they hired to replace me in that role, and only that role of course, probably has the time to do those things.
But since I was wearing all the hats, similar to how you probably are in your business, the extra effort, with so much else on my plate, just wasn’t going to be worth the return.
Ultimately, my recommendation was for her to simplify her strategy and focus on more broad campaigns. That’s my recommendation to you too.
