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Original
2026-01-01
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2026-03-10
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<p>Channel affinity is Klaviyo’s AI-powered prediction of which marketing channel-email, SMS, or push-is most likely to drive engagement for each customer, based on their historical and real-time behavior. Unlike static rules or intuition, channel affinity adapts dynamically and is stored on every customer profile, making it easier to personalize outreach across the journey.</p>
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<p>Channel affinity is Klaviyo’s AI-powered prediction of which marketing channel-email, SMS, or push-is most likely to drive engagement for each customer, based on their historical and real-time behavior. Unlike static rules or intuition, channel affinity adapts dynamically and is stored on every customer profile, making it easier to personalize outreach across the journey.</p>
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<p>Klaviyo’s AI-powered channel affinity ranks each customer’s top channels in order of preference. These insights can be used in segments, flows, filters, and conditional splits to drive smarter omnichannel marketing decisions.</p>
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<p>Klaviyo’s AI-powered channel affinity ranks each customer’s top channels in order of preference. These insights can be used in segments, flows, filters, and conditional splits to drive smarter omnichannel marketing decisions.</p>
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<h2>Why channel affinity matters</h2>
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<h2>Why channel affinity matters</h2>
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<p>Most brands rely on generic rules or outdated assumptions to choose communication channels, leading to over-messaging, unsubscribes, or missed conversion opportunities. Channel affinity helps brands stop guessing and start building thoughtful journeys that lead with channels where customers are more likely to convert.</p>
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<p>Most brands rely on generic rules or outdated assumptions to choose communication channels, leading to over-messaging, unsubscribes, or missed conversion opportunities. Channel affinity helps brands stop guessing and start building thoughtful journeys that lead with channels where customers are more likely to convert.</p>
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<p>Rather than assuming a customer is only an “email” or “SMS” person, Klaviyo understands that shoppers are truly omnichannel, and that successful marketing adapts accordingly.</p>
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<p>Rather than assuming a customer is only an “email” or “SMS” person, Klaviyo understands that shoppers are truly omnichannel, and that successful marketing adapts accordingly.</p>
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<h2>Benefits of channel affinity for B2C marketers</h2>
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<h2>Benefits of channel affinity for B2C marketers</h2>
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<p>Channel affinity helps marketers move beyond one-size-fits-all tactics by enabling more personalized, performance-driven strategies across channels. Here are a few specific examples. </p>
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<p>Channel affinity helps marketers move beyond one-size-fits-all tactics by enabling more personalized, performance-driven strategies across channels. Here are a few specific examples.</p>
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<ul><li><strong>Smarter segmentation</strong>: Build high-performing audiences using ranked channel preferences.</li>
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<ul><li><strong>Smarter segmentation</strong>: Build high-performing audiences using ranked channel preferences.</li>
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<li><strong>Higher conversions</strong>: Lead with channels where each customer is most likely to act.</li>
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<li><strong>Higher conversions</strong>: Lead with channels where each customer is most likely to act.</li>
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<li><strong>Dynamic automation</strong>: Use flow filters and conditional splits to route messages to the right place at the right time.</li>
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<li><strong>Dynamic automation</strong>: Use flow filters and conditional splits to route messages to the right place at the right time.</li>
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<li><strong>Reduced fatigue</strong>: Avoid spamming customers with the same message across every channel.</li>
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<li><strong>Reduced fatigue</strong>: Avoid spamming customers with the same message across every channel.</li>
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<li><strong>True omnichannel orchestration</strong>: Design journeys that adapt based on real-time channel engagement-not rigid rules.</li>
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<li><strong>True omnichannel orchestration</strong>: Design journeys that adapt based on real-time channel engagement-not rigid rules.</li>
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</ul><h2>How Klaviyo’s Channel Affinity AI works</h2>
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</ul><h2>How Klaviyo’s Channel Affinity AI works</h2>
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<p>Klaviyo’s native AI and machine learning models analyze each customer’s behavior to:</p>
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<p>Klaviyo’s native AI and machine learning models analyze each customer’s behavior to:</p>
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<ul><li>Predict which channels they’re most likely to engage with.</li>
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<ul><li>Predict which channels they’re most likely to engage with.</li>
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<li>Rank those channels in order of preference.</li>
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<li>Rank those channels in order of preference.</li>
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<li>Surface these insights directly in profiles, segments, and flows.</li>
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<li>Surface these insights directly in profiles, segments, and flows.</li>
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</ul><h2>Channel affinity use cases</h2>
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</ul><h2>Channel affinity use cases</h2>
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<p>A brand running a price drop campaign uses channel affinity to maximize engagement:</p>
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<p>A brand running a price drop campaign uses channel affinity to maximize engagement:</p>
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<ul><li>A customer with high SMS engagement receives the offer first via text.If they don’t respond-and email is their second most engaged channel-they get a follow-up email.</li>
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<ul><li>A customer with high SMS engagement receives the offer first via text.If they don’t respond-and email is their second most engaged channel-they get a follow-up email.</li>
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<li>Another customer with strong push engagement gets notified through a mobile alert.</li>
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<li>Another customer with strong push engagement gets notified through a mobile alert.</li>
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<li>A VIP who is active on multiple channels receives coordinated messages across SMS, email, and push-without overlap or fatigue.</li>
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<li>A VIP who is active on multiple channels receives coordinated messages across SMS, email, and push-without overlap or fatigue.</li>
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</ul><p>Most platforms treat channel affinity as a single-channel decision. Klaviyo’s approach is different: it enables brands to start with the most effective channel and layer in others intelligently-delivering results without over-messaging.</p>
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</ul><p>Most platforms treat channel affinity as a single-channel decision. Klaviyo’s approach is different: it enables brands to start with the most effective channel and layer in others intelligently-delivering results without over-messaging.</p>
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