G2

Micaela M.

Content Creator

Marketing and Advertising

Mid-Market (51-1000 emp.)

9/29/2026

"Klaviyo helped us simplify reactivation without losing personalization"

4.5/5

What do you like best about Klaviyo?

Segments and Flows are where Klaviyo becomes genuinely useful for content work, because we can stop treating every customer as if they’re all at the same stage. We break audiences out into inactive customers, repeat buyers, people who viewed specific categories, and users with different purchase histories, and then tailor the copy, product selection, and CTA to match those differences. Multi-branch flows make this much easier to manage when language, region, or behavior changes what the message should be, since we don’t have to build a long chain of binary splits just to land on the right version. Product Feeds, sign-up forms, and the campaign editor also help keep creative connected to real customer data, rather than producing content in isolation. Social Marketing has been especially helpful because it lets us bring UGC and social content into email, SMS, and flows without having to recreate the same idea from scratch for every channel. Design can build the core asset once, and then content can adapt the message around it, instead of requesting three slightly different versions at the last minute. Review collected by and hosted on G2.com.

What do you dislike about Klaviyo?

The biggest trap is over-personalization. Just because the data exists doesn’t mean every email needs five conditions, three dynamic product blocks, and completely different copy for every micro-segment. We tried going that far, and the editorial review process became painful very quickly. It was harder to catch inconsistencies, harder to approve the message with confidence, and easier for one branch to drift away from the core campaign idea. Now we only personalize deeply when it truly changes the intent, the value, or what the person needs to hear next. Review collected by and hosted on G2.com.

What problems is Klaviyo solving and how is that benefiting you?

We ran a reactivation campaign that, at first, sent virtually the same content to our entire inactive base. That meant we were mixing customers who had purchased just a few months earlier with people who hadn’t interacted for more than a year. Using Klaviyo Segments, I separated those groups based on recent activity, purchase history, and browsing behavior. From there, we rebuilt the program as a Flow instead of continuing to manage separate submissions. For the most recent segment, we leaned on editorial content and news. For colder contacts, we adjusted the message, CTA, and proposal so they had a clearer reason to come back. We also added Product Feeds tied to the categories they had previously viewed or purchased. Our first version of the flow ended up being too complex because we added several conditional splits for history, category, and engagement level, and reviewing every path before publishing was taking too long. I simplified it by using a multi-branch split and keeping only the differences that truly changed the content. We also used Personalized Send Time so we didn’t have to manually schedule each segment. The biggest workflow improvement was moving from preparing several nearly duplicate campaigns to maintaining a single journey with clear rules. That reduced repetitive work, made content review easier before publishing, and helped us better understand which message fit each type of customer. In our case, Klaviyo stopped being just the tool we used to send emails and became the place where we organized the full reactivation logic. Review collected by and hosted on G2.com.