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    Customer data can be exported into Klaviyo and used to create powerful segments, which will fuel automations (using flows) and campaigns based on customer properties. 

    Besides importing customer properties within Klaviyo, Reveal can also push events into Klaviyo (“metrics” within Klaviyo) to further enhance event-based responses.

    How can customer data be used within Klaviyo?

    The customer profile in Klaviyo is augmented with properties that enhance the segmentation capabilities, enabling the creation of:

    • Advanced Lists, that enable new types of campaigns, such as customer loss prevention, customer win-backs or ongoing retention campaigns.
    • Advanced Segments, that enable the use of flows to automate actions and can also support customer loss prevention and ongoing retention campaigns.

    A few examples of campaigns that you could create are explained below.

    Prevent losing good customers by targeting those who transitioned into a less valuable RFM Group in the last N days.
    You can also juggle with the individual components of the RFM, by separately or combined targeting of Recency, Frequency and Monetary values (computed points, top percentiles or raw values).

    Get additional feedback from customers who were unhappy with their last order OR from the customers that had a bad experience in the last 3 months / last 3 purchases, although their general experience is good with your shop during their lifetime – by sending a targeted survey.

    Find out the gap between expectations and reality for customers who were very excited when making the purchase (high Pre-Delivery NPS score), but not so much after receiving the goods (low NPS Score) – you can even target new or repeat customers separately.

    Find out more about your best customers, so you can acquire more of them and improve the experience for the rest of the customers – by sending a targeted survey.

    Remind loyal customers about your mission, that they are important to you, and you value the business they bring – re-state your story and what you stand for.

    Spread some good news and updates to customers with high potential and bought a while ago, but not very recently.

    Create relevant communications for customers by leveraging the RFM segmentation (RFM Group or RFM Score), so the content is most relevant for them:

    • You could start with an acknowledgement for most loyal customers, or reminders for the ones who haven’t bought in a while.
    • You could offer some products along the budget that the customer has spent (by targeting average order value or total amount spent).
    • You could try to grow/reactivate the customers that are still unprofitable.

    And many more, using fine-grained values, percentiles or percentages for delivered/canceled/returned orders, total customer value, expected customer lifetime and lifetime value, profitability indicators or other order-related metrics.

    For more ideas, please don’t hesitate to reach out to our enthusiastic Customer Success team.

    What customer data is sent to Klaviyo?

    The properties are sent to Klaviyo using the export customer profile feature from Reveal; properties are grouped into 4 categories, by function, as listed below.

    Person-Related Properties

    Generic customer properties are included within this category of properties.

    • RVL Gender – Gender of the customer: m / f / o / NULL
    • RVL Is Guest – Whether or not the customer is a guest customer: true/false
    • RVL Year of Birth – 4-digit representation of the year
    • RVL Date Registered – The date in which the customer’s account was created
    • RVL Accepts Marketing – true/false
    • RVL Custom Attribute {value} – one customer property will be included for each of the customer’s custom attributes
      Eg: “RVL Custom Attribute Client Category”, “RVL Custom Attribute Custom Price Group” etc.
    • RVL Profile Last Modified At – The timestamp at which the customer profile was last updated at.

    RFM-Related Properties

    Customer properties that are directly tied to RFM segmentation are included within this category of properties.

    • RVL RFM Group Name – The name of the RFM Group
    • RVL RFM Group Id – The RFM Group ID, useful for more technical scenarios, where the name use should be avoided, eg: passing as a parameter in an URL
    • RVL RFM Score – The RFM score for the customer, eg 523 (R=5, F=2, M=3)
    • RVL RFM Group Last Modified At – Timestamp for when the RFM Group last changed for the customer
    • RVL RFM Score Last Modified At – Timestamp for when the RFM Score last changed for the customer
    • RVL RFM R Raw – Number of days since last fulfilled order
    • RVL RFM R Score – The Recency score (first digit in the RFM score)
    • RVL RFM R Percentile – The top percent of customer base in which the customer is included, from a Recency standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100
    • RVL RFM F Raw – The number of orders fulfilled by the customer
    • RVL RFM F Score – The Frequency score (second digit in the RFM score)
    • RVL RFM F Percentile – The top percent of customer base in which the customer is included, from a Frequency standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100
    • RVL RFM M Raw – Total customer expenditure = sum of all fulfilled orders
    • RVL RFM M Score – The Monetary score (last digit in the RFM score)
    • RVL RFM M Percentile – The top percent of customer base in which the customer is included, from a Monetary standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100

    NPS-Related Properties

    Customer properties that are directly tied to customer feedback are included within this category of properties.

    The NPS feedback can be collected for the full experience, after the customer has received the product (named simply “NPS” in Reveal terminology), or immediately after placing the order (named “Pre-Delivery NPS” in Reveal terminology, or “NPS-Pre”).

    The properties are listed below, grouped by meaning: 

    • RVL NPS Last Response Score * – The last NPS Score given by the customer
    • RVL NPS Last Responded At * – The timestamp of the last NPS Survey response
    • RVL NPS Last Invited At – The timestamp of the last invitation the customer received to fill in an NPS
    • RVL NPS Last Invitation Responded – Whether or not the customer responded to the last invitation to fill in an NPS; NULL means still valid invitation; true if the customer responded, false if the customer didn’t respond and the invitation expired
    • RVL NPS Score Aggregated * – The average of NPS Scores given by the customer, lifetime
      • RVL NPS Score Aggregated Last 3 Responses – The average of last 3 NPS Scores given by the customer, not older than 12 months
      • RVL NPS Score Aggregated Last 3 Months
      • RVL NPS Score Aggregated Last 6 Months
      • RVL NPS Score Aggregated Last 12 Months
    • RVL NPS Response Rate – “RVL NPS Response Count” / “RVL NPS Invitation Count”, expressed in percentages, lifetime; NULL if no invitation was ever sent to fill in an NPS Survey
      • RVL NPS Response Rate Last 3 Months
      • RVL NPS Response Rate Last 6 Months
      • RVL NPS Response Rate Last 12 Months
    • RVL NPS Segment * – Type of responder: promoter / passive / detractor; determined based on his “RVL NPS Score Aggregated”: promoter = 10 – 9.00, passive = 8.99 – 7.00 / detractor = 6.99 – 0
      • RVL NPS Segment Last 3 Months
      • RVL NPS Segment Last 6 Months
      • RVL NPS Segment Last 12 Months
    • RVL NPS Invitation Count – The number of invitations received to fill in an NPS Survey, lifetime
      • RVL NPS Invitation Count Last 3 Months
      • RVL NPS Invitation Count Last 6 Months
      • RVL NPS Invitation Count Last 12 Months
    • RVL NPS Response Count * – The number of NPS Survey responses, lifetime; A Response can be composed just from the Score (no additional questions/details)
      • RVL NPS Response Count Last 3 Months
      • RVL NPS Response Count Last 6 Months
      • RVL NPS Response Count Last 12 Months
    • RVL NPS Promoter Count * – Number of promoter responses (Score 9-10), lifetime
      • RVL NPS Promoter Count Last 3 Months
      • RVL NPS Promoter Count Last 6 Months
      • RVL NPS Promoter Count Last 12 Months
    • RVL NPS Passive Count * – Number of passive responses (Score 7-8), lifetime
      • RVL NPS Passive Count Last 3 Months
      • RVL NPS Passive Count Last 6 Months
      • RVL NPS Passive Count Last 12 Months
    • RVL NPS Detractor Count * – Number of detractor responses (Score 0-6), lifetime
      • RVL NPS Detractor Count Last 3 Months
      • RVL NPS Detractor Count Last 6 Months
      • RVL NPS Detractor Count Last 12 Months

    The attributes above marked with * also have correspondents for Pre-Delivery NPS Survey, named “NPS-Pre” instead of “NPS”.
    Their meaning is the same, so please consult the above explanations for details. For full reference, they are listed below:

    • RVL NPS-Pre Last Response Score
    • RVL NPS-Pre Last Responded At
    • RVL NPS-Pre Score Aggregated
      • RVL NPS-Pre Score Aggregated Last 3 Responses
      • RVL NPS-Pre Score Aggregated Last 3 Months
      • RVL NPS-Pre Score Aggregated Last 6 Months
      • RVL NPS-Pre Score Aggregated Last 12 Months
    • RVL NPS-Pre Segment
      • RVL NPS-Pre Segment Last 3 Months
      • RVL NPS-Pre Segment Last 6 Months
      • RVL NPS-Pre Segment Last 12 Months
    • RVL NPS-Pre Response Count
      • RVL NPS-Pre Response Count Last 3 Months
      • RVL NPS-Pre Response Count Last 6 Months
      • RVL NPS-Pre Response Count Last 12 Months
    • RVL NPS-Pre Promoter Count
      • RVL NPS-Pre Promoter Count Last 3 Months
      • RVL NPS-Pre Promoter Count Last 6 Months
      • RVL NPS-Pre Promoter Count Last 12 Months
    • RVL NPS-Pre Passive Count
      • RVL NPS-Pre Passive Count Last 3 Months
      • RVL NPS-Pre Passive Count Last 6 Months
      • RVL NPS-Pre Passive Count Last 12 Months;
    • RVL NPS-Pre Detractor Count
      • RVL NPS-Pre Detractor Count Last 3 Months
      • RVL NPS-Pre Detractor Count Last 6 Months
      • RVL NPS-Pre Detractor Count Last 12 Months

    Buying Habits-Related Properties

    Customer properties that are directly tied to orders are included within this category of properties.

    • RVL Cohort – The month in which the customer placed the first order, in YYYY-MMM format (eg: 2020-Feb)
    • RVL First Delivered Order At – The timestamp when the first delivered order was completed
      • RVL First Delivered Order Recency – Number of days that passed since “RVL First Delivered Order At”
    • RVL First Delivered Order Placed At – The timestamp when the first delivered order was placed
    • RVL Delivered Orders Count – Number of delivered orders (same as “RVL RFM F Raw”)
    • RVL Delivered Orders Amount – Total customer expenditure = sum of all fulfilled orders (same as “RVL RFM M Raw”)
    • RVL Last Delivered Order At – The timestamp when the last delivered order was completed
      • RVL Last Delivered Order Recency – Number of days that passed since “RVL Last Delivered Order At”
    • RVL Last Delivered Order Placed At – The timestamp when the last delivered order was placed
    • RVL Customer Canceled Orders Count – Number of canceled by customer orders 
    • RVL Customer Canceled Orders Amount – Sum of all canceled by customer orders
    • RVL Last Customer Canceled Order At – The timestamp when the last order canceled by customer was canceled
      • RVL Last Customer Canceled Order Recency – Number of days that passed since “RVL Last Customer Canceled Order At”
    • RVL Customer Canceled Rate – Customer canceled orders out of finalized orders, excl. Pending; expressed in percentages
    • RVL Last Shop Canceled Order At – The timestamp when the last order canceled by shop was canceled
      • RVL Last Shop Canceled Order Recency – Number of days that passed since “RVL Last Shop Canceled Order At”
    • RVL Shop Canceled Orders Amount – Sum of all canceled by shop orders
    • RVL Shop Canceled Orders Count – Number of canceled by shop orders
    • RVL Shop Canceled Rate – Shop canceled orders out of finalized orders, excl. Pending; expressed in percentages
    • RVL Last Order At – The timestamp when the last order was placed, regardless of current order status
      • RVL Last Order Recency
    • RVL Last Returned Order At – The timestamp when the last returned order was canceled
      • RVL Last Returned Order Recency
    • RVL Returned Orders Amount – Sum of all returned orders
    • RVL Returned Orders Count – Number of returned orders
    • RVL Returned Rate – Returned orders out of finalized orders, excl. Pending; expressed in percentages
    • RVL Average Days Between Transactions – The number of days that pass in average between two transactions for customers with repeat orders (single order customers are not taken into account)
    • RVL Average Order Lines Per Order – Number of delivered order lines divided by number of delivered orders
    • RVL Average Order Value – Sum of delivered orders / Number of delivered orders
    • RVL Average Quantity Per Order – Sum of quantity for delivered order liness / Number of delivered orders
    • RVL Is Profitable – True if the customer margin is > 0, false otherwise; (!) Please note that if the acquisition prices are not set correctly for products, this metric will be inaccurate
    • RVL Total Margin – “RVL Total Profit” divided by “RVL Total Spending” for the customer expressed in percentages
    • RVL Total Profit – “RVL Total Spending” – products acquisition costs – customer acquisition cost – customer retention costs; if < 0, it means the customer is not profitable yet
    • RVL Total Profit Percentile – The top percent of customer base in which the customer is included, from a profit standpoint; computed in thresholds; possible values: 1 / 5 / 10 / 20 / 25 / 50 / 75 / 80 / 90 / 95 / 99 / 100
    • RVL Total Spending – Same as “RVL Delivered Orders Amount”
    • RVL Predicted Lifetime – How much time after the first delivered order, the customer is expected to stop buying; this value is computed taking into account the Average Retention Rate of the RFM Group the customer belongs to
    • RVL Predicted Lifetime Value – Amount expected for the customer to spend during entire lifetime within the shop; this value is computed taking into account the Average Retention Rate of the RFM Group the customer belongs to.

    How to send my customer data into Klaviyo?

    The Customer Profile Export must be enabled in order to data into Klaviyo. The data will be pushed in the form of customer properties and – soon – customer metrics (events). The customer properties are synchronized on a daily basis.

    The export will be run in the daily processing sequence (importing – computing – exporting data), as set up in Settings > Import, and in the onboarding sequence.

    (!) This is important to know because the export will not happen right away after enabling the feature, but the next time the daily sequence runs.

    In order to enable this feature, please follow the steps below.

    Step 1:
    Log into your Reveal account and go to Settings > Integrations section > Klaviyo Settings > Configure:

    Step 2:
    Provide the information required on the page and save your settings.

    • API Key: you can generate an API Key by accessing the Klaviyo interface > Account > Settings > API Keys > Create API Key:
    • From Email: the email address from which the emails will be sent and also the email address used in the reply-to header.
    • From Name: the name associated with the email address the emails are sent from.

    Step 3:
    Go to Settings > Export section > Export General Settings > Configure.

    Step 4:
    Make sure you set “Enabled” value for field Customer Profile Export Klaviyo and fill in all the information for the other fields. The info icon before each field will provide a short description related to the meaning of each field.

    After you are done, make sure to save your settings by clicking on the “Save” button.

    Step 5:
    Go to Settings > Export section > Settings for Klaviyo Customer Profile > Configure.

    Step 6:
    The Customers List ID is optional; if left blank, a list will be created automatically.

    Step 7: 
    When all required information is provided, the “Export a Test Customer Profile to Klaviyo” button will be enabled and you can test the integration.A customer will be pushed during the test with the email address set for field Customer Profile Contact Email in Settings > Export section > Export General Settings. This way you can see how a customer profile will look in Klaviyo, some fields for the dummy profile are still NULL, but you can see the entire list of properties.

    Using customer data from Reveal in Klaviyo

    Creating a segment in Klaviyo based on properties from Reveal

    Step 1: 
    Log into your account in Klaviyo and go to Lists & Segments > Create List / Segment.

    Step 2:
    Choose “Segment” if you wish to dynamically add customers to your list based on a set of properties you define.

    Step 3:
    Name your segment, set the conditions you wish your customers to match in order to add them to your segment and click on the “Create segment” button.

    Note:
    Please take into consideration that there might be a slight delay when updating the segments in Klaviyo. For more on this subject, please visit this Klaviyo article.

    Using the segment in a flow

    Step 1: 
    Next step is creating a flow based on the segment created in the previous section.

    Step 2:
    Select “Create from Scratch”.

    Step 3:
    Name your flow and click on “Create Flow”.

    Step 4:
    You are sent to the edit page of your recently created flow. Here you can choose the trigger for the flow. Choose “Segment” from the left sidebar option menu.

    Step 5:
    Choose your previously created segment from the dropdown list to trigger the flow and click on “Done”.

    Step 6:
    Configure the flow with the actions you want to do for your customers. More on how a flow is created, you can find on this Klaviyo article. After you are done, click on the “Save & Exit” button at the top right corner of the page. 

    Note:
    Please use the “Back-Populate Flow Recipients” option if you wish to add to the flow the customers who were already added to the segment before creating the flow. More on this subject in this article from Klaviyo.

    Note ! Please take into account the fact that a flow is triggered only once per customer being assigned to the segment. If the user is included multiple times in the same segment – eg: included, excluded, included – then the flow will only be triggered the first time.

    Using the segment in a campaign

    If you wish to create a campaign based on Reveal properties, these simple steps will help you do it:

    Step 1:
    Go to Klaviyo > Campaigns > Create Campaigns.

    Step 2:
    Name your campaign and click on “Create Campaign »” button.

    Step 3:
    Set up your campaign using the options displayed and select a segment from the dropdown list, then click on “Save & Continue to Content” button.

    Step 4:
    In the next steps from Klaviyo interface, you need to set up your campaign content and schedule when to send the emails to your customers. This Klaviyo article can help you with more details on how to set up your campaign.

    We can truly sense the power that this additional customer information adds to the segmentation capabilities.
    How do you use these enhancements?