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Marketing Analytics:Insights into which campaigns, products, and customers drove BFCM success—and how to re-engage them for repeat sales.

Black Friday and Cyber Monday (BFCM) puts every ecommerce brand to the test. Traffic surges, customers have more questions than ever, and support teams work around the clock. Shoppers leaned heavily on Customer Hub for quick, self-serve answers over BFCM. This shift reflects how leading brands approached BFCM this year. “At Filson, BFCM isn’t just about flipping on discounts and hoping for volume. We use this moment to strike the balance between driving revenue and reinforcing what our brand stands for: premium, enduring product with real value,” said Zach Solomon, Director of Ecommerce and CRM at Filson. Our vision is simple: a customer experience where support feels seamless, personal, and naturally connected to marketing and the rest of your business.

Type de prestation Volume moyen de SMS Prix moyen constaté (HT) Détails Campagne “solo” (sans data ni agence) 10 000 à 20 000 SMS 45 à 65 € / 1 000 SMS Vous gérez la création et l’envoi via une plateforme SaaS comme Klaviyo. Campagne avec data (location de fichiers prospects) 190 à 230 € / 1 000 SMS Le coût des contacts loués s’ajoute au routage. Campagne accompagnée par une agence à partir de 10 000 SMS +90 à 350 € de frais de gestion Inclut la stratégie, la création et le suivi. Abonnement SaaS (plateforme SMS + e-mail) selon base client 70 à 450 € / mois Forfait tout-en-un (comme Klaviyo) incluant crédits SMS, e-mails, automatisations, et analyses de données. À retenir : Nombre de profils actifs Prix du forfait (USD/mois) Crédits inclus / mois 251 – 500 55 $US 3 750 crédits + 5 000 e-mails 1 001 – 1 500 80 $US 3 750 crédits + 15 000 e-mails 5 001 – 5 500 145 $US 3 750 crédits + 55 000 e-mails 10 001 – 10 500 210 $US 3 750 crédits + 105 000 e-mail...

Challenge Solution Strategy Killstar migrated to Klaviyo to enable its small team to deliver personalised, cross-channel communications at scale. Through Klaviyo, the company consolidated data from multiple sources, enabling them to access a clear and detail-rich view of customer behaviour. With push and email integrated in a single platform, the brand could act on these insights by building consistent journeys across channels without additional tools or operational lift. This also made customer journeys smoother and more cohesive. Killstar has deployed Klaviyo’s smart translation tools to further enhance their reach within the EU, with language-specific regionalised content delivered by email. Killstar is also exploring Klaviyo’s Marketing Analytics tools to centralise customer data further. We needed a platform that could scale with us and still be user-friendly for a small team. Klaviyo has streamlined our work and let us launch personalised flows we just couldn’t do befor...

Across almost every major ecommerce vertical, order values held strikingly steady this BFCM. Apparel, home & garden, health & beauty, and food & beverage all saw modest YoY increases in AOV without any dramatic spikes. In many cases, the most profitable lever isn’t lowering price. It’s raising cart size. To find out if that’s true for your brand, run the following test:

The Shopware x Klaviyo integration enables merchants to connect customer, purchase, and browsing data in real time, powering personalised marketing across email, SMS, WhatsApp, push notifications, and more.

Why should you care? Because AI is no longer just a tool for marketers. It’s becoming a channel in its own right. A place where customers browse, compare, ask questions, and increasingly buy without ever leaving the interface. For right now, Instant Buy is only available for larger retailers, and it seems like Perplexity is handpicking who to include. In 2026, that will likely change as the LLM builds partnerships with commerce platforms and allows many more brands access to Instant Buy. 45% more brands used AI-driven product recommendations in email 68% more messages were powered by AI recommendations These messages generated a 71% increase in revenue YoY Shoppers who engaged with AI-powered personalized pages via Customer Hubviewed 2.4 more pages per session AI is now influencing discovery, browsing, trust, and conversion across the entire shopper journey. As a marketer and service leader, that should change how you approach your 2026 plans. Here are our recommendations.

Klaviyo’s data shows this was a moment when shoppers didn’t just browse across channels. They bought across them, too. This points to a future of commerce where both discovery and buying are orchestrated and omnichannel. When you use them together, these two channels create a shopping journey that supports a consumer on their path to purchase, rather than pressuring them. This year’s BFCM performance was nearly identical to our early-season forecast of 11.5% growth, and CRM channels were the force behind that outperformance. BFCM 2025 was defined by channel precision. Shoppers didn’t just open emails or click texts. They navigated seamlessly between them. They expected the journey to feel cohesive, and rewarded the brands that delivered it.

And it wasn’t just big brands hitting new highs. Nearly 20,000 Klaviyo customers recorded their best sales day ever between Thanksgiving and Cyber Monday this year. That breadth of success underscores the importance of brands prioritizing strengthening relationships with their best customers. The average selling price rose 4.8% YoY, meaning that for many retail categories, a smaller discount still delivered meaningful savings for the consumer. Repeat buyers drove the largest YoY revenue growth. Brands used segmentation, early access, and VIP programs to front-load demand.

AI continues to dominate the headlines, but we just witnessed the start of a major shift in how companies will be able to use AI in determining their pricing with New York’s new algorithmic-pricing law. This law is more than just a single state effort. It is one that B2C marketers and service leaders need to pay attention to.

Best CRMs for 2026 Looking for the best CRM software in 2026? Compare the top CRM platforms for ecommerce, B2C, B2B, and agencies—and choose the best CRM for your business.

We’ve made tremendous progress against this goal. We now serve over 180,000 businesses around the world and just powered 22B+ messages personalized in real-time that led to $3.8B in attributed revenue. And, yet, we’ve scratched the surface of what we can do. Chano will lead our GTM, operations and G&A teams and drive execution across Klaviyo; I will lead our product and engineering teams and drive our long-term vision; and together we will foster a culture of intensity, excellence and humility that’s been at our core since we started 13 years ago. From the many meals and whiteboard sessions we’ve shared, I have deep respect and admiration for Chano. Our skills are highly complementary and our values and commitment to excellence are deeply shared. As someone who grew up in Boston, where the bar for

As co-founder of FlowCandy, my team and I have had our finger on the pulse of AI for years now, exploring how it can transform email marketing, streamline workflows, and help ecommerce brands connect with their customers more effectively.Here are my thoughts on Klaviyo’s latest AI updates. Benchmarks:Compare performance against thousands of brands in your industry, with clear guidance on where to focus improvements. Klaviyo Marketing Agent has been a game-changer. Kinga Dow, owner Kinga Dow Productions “I’m sending out the Marketing Agent recommendations to keep our subscribers active and engaged,” says Ramjaun. “It serves a key need: maintaining consistent engagement without having to manually create emails from scratch.”“What’s really impressive is how easily Marketing Agent generates content I can send with just a click,” Ramjaun continues. “The immediacy makes a real difference.” What’s really impressive is how easily Marketing Agent generates content I can send with just on...

Be honest: what was your email-attributed revenue in Klaviyo in 2024? Was it closer to 10% or 30%?If you’re missing a few key building blocks, you’re likely to hover around that 10%. Most brands plateau because they haven’t set up pop-ups, welcome series, abandoned cart flows, and basic filtering. (Or maybe they have, but they haven’t properly tested them.) George Kapernaros, CEO and founder of YOCTO, an agency that works primarily with health and wellness subscription brands, recommends leading with your highest available offer in the pop-up headline.“Most brands make the mistake of promoting a small entry discount, like 5% off,” Kapernaros says. “This hides the real value your site already offers. If your store has volume discounts, bundles, or a ‘subscribe and save’ program, your pop-up should reflect the maximum savings potential.” If your store has volume discounts, bundles, or a ‘subscribe and save’ program, your pop-up should reflect the maximum savings potential. George Ka...

Posts by this author How to improve your email revenue Boost D2C email revenue from 12% to 30% with the Klaviyo playbook: high-converting pop-ups, a 5-email welcome series, smart filters, and optimized abandonment flows. Pros and cons of AI in email marketing AI can speed up email marketing—but it can also scale bad strategy. Learn the real pros and cons of AI in email marketing and how to use it effectively.

Si te has marcado unos objetivos ambiciosos para el año que viene, tenemos el plan que te ayudará a ir por delante. Consigue nuestro calendario de marketing de 2026 para estar al tanto de las fechas que no puedes perderte, ideas de campañas que no se suelen tener en cuenta y oportunidades omnicanal durante todo el año. Nuestro calendario de marketing gratuito de 2026 incluye lo siguiente:
 Más de 90 momentos únicos de marketing para destacar

Du hast dir für das kommende Jahr bestimmt große Ziele gesetzt. Und wir haben den Plan, wie du diese Ziele erreichst. Hol dir unseren Marketing-Kalender 2026, um das ganze Jahr über wichtige Termine, unterschätzte Kampagnenideen und Omnichannel-Chancen im Blick zu haben. Unser kostenloser Marketing-Kalender 2026 enthält:
 mehr als 90 Marketing-Momente, die weit über die Grundlagen hinausgehen

Manucurist wurde 2016 in Paris gegründet und expandierte schnell in den Direct-to-Consumer-Einzelhandel außerhalb Frankreichs nach Deutschland, Spanien, Italien, Großbritannien und in die USA. Um das globale Wachstum zu unterstützen und gleichzeitig das Kundenengagement aufrechtzuerhalten, setzt das Unternehmen auf Klaviyo. Im Jahr 2023 konnte Manucurist schnell wachsen und einen Jahresumsatz von rund 30 Millionen Euro erzielen. Die CRM-Lösung der Marke, Splio, konnte die nächste Phase der internationalen Expansion jedoch nicht unterstützen. Die Lösung lieferte zwar Datenkompatibilität mit gängigen Drittanbietern wie Google und Meta, war jedoch nicht zuverlässig und zu komplex in puncto Wartung und Betrieb. Darüber hinaus konnte die Lösung nicht effizient in die Datenmanagementsysteme von Manucurist integriert werden. Wir sind zu Klaviyo gewechselt, weil wir es zuverlässig und einfach mit unseren Dashboards verbinden konnten. Das Tracking funktionierte sofort, die Daten waren akku...

Jacob leads the implementation and execution of growth strategies for DTC brands at Aplo Group, leveraging his expertise across multiple areas of e-commerce. His role spans e-commerce marketing strategy, email and SMS marketing, client on-boarding, and partnerships. Jacob also plays a key part in recruitment, financial modeling and forecasting, and data management, ensuring that every element of Aplo’s service is streamlined and effective. With years of experience working alongside seven- to nine-figure e-commerce brands in the clothing, CPG, and subscription verticals, Jacob combines technical expertise with strategic vision to drive measurable results. His ability to adapt strategies to a client’s unique needs has made him a trusted advisor in navigating the complexities of digital growth.

Manucurist a réinventé le soin des ongles avec sa formule Green Flash innovante : un vernis semi-permanent vegan, facile à enlever, conçu pour protéger à la fois les ongles et la planète. La mission de la marque est de rendre la beauté plus responsable et plus accessible. Fondée à Paris en 2016, la société Manucurist a rapidement développé son activité DTC en dehors de la France, notamment en Espagne, en Italie, en Allemagne, au Royaume-Uni et aux États-Unis. Pour accompagner sa croissance à l’international tout en préservant l’engagement client, la marque s’appuie sur Klaviyo. En 2023, Manucurist a connu une croissance rapide et a généré environ 30 millions d’euros de chiffre d’affaires annuel. Cependant, le CRM de la marque, Splio, ne pouvait pas prendre en charge la prochaine phase de développement à l’international. Même s’il offrait une compatibilité des données avec des partenaires tiers majeurs comme Google et Meta, ses données étaient peu fiables, et l’outil était difficil...