17 added
3 removed
Original
2026-01-01
Modified
2026-03-10
1
<p>As digital marketing manager at swimwear brand<a>Kulani Kinis</a>, I’m always looking for ways to communicate with our shoppers on a more personal level-via not only<a>owned channels</a>, but paid ads as well.</p>
1
<p>As digital marketing manager at swimwear brand<a>Kulani Kinis</a>, I’m always looking for ways to communicate with our shoppers on a more personal level-via not only<a>owned channels</a>, but paid ads as well.</p>
2
<p>When I first pitched the idea of creating hyper-specific segments for our back-in-stock paid campaigns, I wasn’t entirely sure what to expect. But the results spoke for themselves: we doubled our conversion rate by integrating<a>Klaviyo audience sync</a>with Meta advertising.</p>
2
<p>When I first pitched the idea of creating hyper-specific segments for our back-in-stock paid campaigns, I wasn’t entirely sure what to expect. But the results spoke for themselves: we doubled our conversion rate by integrating<a>Klaviyo audience sync</a>with Meta advertising.</p>
3
<p>Here’s how we did it, what we learned, and why this approach could transform your paid media strategy.</p>
3
<p>Here’s how we did it, what we learned, and why this approach could transform your paid media strategy.</p>
4
-
<p>Most brands cast a wide net with their<a>retargeting campaigns</a>. It’s a tactic Anna Sophie Fokdal Christensen, head of email and retention at<a>FABO</a>, a holistic growth partner for ecommerce brands based in Denmark, cautions against.</p>
4
+
<p>Most brands cast a wide net with their<a>retargeting campaigns</a>. It’s a tactic Anna Sophie Fokdal Christensen, head of email and retention at<a>FABO</a>, a holistic growth partner for ecommerce brands based in Denmark, cautions against.“Nothing feels more impersonal than an ad targeted at the wrong moment,” she says. “With some brands, a shopper could get bombarded with paid ads all over the internet after filling out a customer support form. And just like that, the relationship is hanging by a thread, all because the brand wasn’t careful about excluding service inquiries from their paid ad send.”</p>
5
-
<p>“Nothing feels more impersonal than an ad targeted at the wrong moment,” she says. “With some brands, a shopper could get bombarded with paid ads all over the internet after filling out a customer support form. And just like that, the relationship is hanging by a thread, all because the brand wasn’t careful about excluding service inquiries from their paid ad send.”</p>
6
<blockquote>Nothing feels more impersonal than an ad targeted at the wrong moment.</blockquote>Anna Sophie Fokdal Christensen, head of email and retention<p>FABO</p>
5
<blockquote>Nothing feels more impersonal than an ad targeted at the wrong moment.</blockquote>Anna Sophie Fokdal Christensen, head of email and retention<p>FABO</p>
7
<p>Christensen is right: brands make big mistakes with under-personalizing paid ads.</p>
6
<p>Christensen is right: brands make big mistakes with under-personalizing paid ads.</p>
8
<p>We wanted to test ultra-personalized paid ads: what if we could target people with the exact products they’d already expressed interest in?</p>
7
<p>We wanted to test ultra-personalized paid ads: what if we could target people with the exact products they’d already expressed interest in?</p>
9
<p>At Kulani Kinis, we launch collections during key peak summer periods in the year, and we noticed customers signing up for<a>back-in-stock notifications</a>on specific designs. This gave us a goldmine of intent data that we weren’t fully using in our paid advertising.</p>
8
<p>At Kulani Kinis, we launch collections during key peak summer periods in the year, and we noticed customers signing up for<a>back-in-stock notifications</a>on specific designs. This gave us a goldmine of intent data that we weren’t fully using in our paid advertising.</p>
10
<h2>The test set-up</h2>
9
<h2>The test set-up</h2>
11
<p>We decided to focus on 4 specific prints from our recent collections, ranging from newer releases to designs that had launched several months earlier. The test ran for 10 full days in March, targeting both the US and European markets.</p>
10
<p>We decided to focus on 4 specific prints from our recent collections, ranging from newer releases to designs that had launched several months earlier. The test ran for 10 full days in March, targeting both the US and European markets.</p>
12
<h3>Creating the segments</h3>
11
<h3>Creating the segments</h3>
13
<p>In Klaviyo, I created individual segments for each print. The process was straightforward:</p>
12
<p>In Klaviyo, I created individual segments for each print. The process was straightforward:</p>
14
<ol><li><strong>First, we set our segment definition</strong>: people who subscribed to back-in-stock notifications for specific prints in the last 30 days.</li>
13
<ol><li><strong>First, we set our segment definition</strong>: people who subscribed to back-in-stock notifications for specific prints in the last 30 days.</li>
15
<li><strong>Next, we cloned each segment and layered on</strong>a second condition: placed an order during the testing period.</li>
14
<li><strong>Next, we cloned each segment and layered on</strong>a second condition: placed an order during the testing period.</li>
16
<li>This allowed us to track conversions at a granular level.</li>
15
<li>This allowed us to track conversions at a granular level.</li>
17
</ol><h3>Integration with Meta</h3>
16
</ol><h3>Integration with Meta</h3>
18
<p>The real magic happens through<a>Klaviyo’s Meta integration</a>. Any segment created in Klaviyo can be pushed directly into Meta Ads, where it matches profiles based on email addresses. This creates highly targeted audiences that would be impossible to build natively in Meta.</p>
17
<p>The real magic happens through<a>Klaviyo’s Meta integration</a>. Any segment created in Klaviyo can be pushed directly into Meta Ads, where it matches profiles based on email addresses. This creates highly targeted audiences that would be impossible to build natively in Meta.</p>
19
<p>With the Klaviyo x Meta integration, Christensen and her team at FABO have the transparency they need to:</p>
18
<p>With the Klaviyo x Meta integration, Christensen and her team at FABO have the transparency they need to:</p>
20
<ul><li>Track performance in real-time.</li>
19
<ul><li>Track performance in real-time.</li>
21
<li>Calculate ROAS per audience and campaign.</li>
20
<li>Calculate ROAS per audience and campaign.</li>
22
<li>Fine-tune targeting based on actual customer behavior.</li>
21
<li>Fine-tune targeting based on actual customer behavior.</li>
23
<li>Remove friction that could potentially damage the brand, like showing ads to recent purchasers or those who are in dialogue with customer service.</li>
22
<li>Remove friction that could potentially damage the brand, like showing ads to recent purchasers or those who are in dialogue with customer service.</li>
24
</ul><p><strong>Klaviyo Meta integration pro tip:</strong>Read all the<a>ways brands use the Klaviyo x Meta integration</a>.</p>
23
</ul><p><strong>Klaviyo Meta integration pro tip:</strong>Read all the<a>ways brands use the Klaviyo x Meta integration</a>.</p>
25
<h3>The results were clear</h3>
24
<h3>The results were clear</h3>
26
<p>The US numbers told a compelling story:</p>
25
<p>The US numbers told a compelling story:</p>
27
-
<strong>Audience</strong><strong>Purchases</strong><strong>Amount spent</strong><strong>Cost per acquisition</strong><strong>Impressions</strong>Klaviyo back-in-stock56$1,787.67$31.9260,827Meta remarketing43$1,812.74$42.1682,354<p>For example, our Mermaid Garden print segment had 804 people, with 15 converters. The Moonflower print performed exceptionally well with 57 converters.</p>
26
+
<p><strong>Audience</strong></p>
27
+
<p><strong>Purchases</strong></p>
28
+
<p><strong>Amount spent</strong></p>
29
+
<p><strong>Cost per acquisition</strong></p>
30
+
<p><strong>Impressions</strong></p>
31
+
<p>Klaviyo back-in-stock</p>
32
+
<p>56</p>
33
+
<p>$1,787.67</p>
34
+
<p>$31.92</p>
35
+
<p>60,827</p>
36
+
<p>Meta remarketing</p>
37
+
<p>43</p>
38
+
<p>$1,812.74</p>
39
+
<p>$42.16</p>
40
+
<p>82,354</p>
41
+
<p>For example, our Mermaid Garden print segment had 804 people, with 15 converters. The Moonflower print performed exceptionally well with 57 converters.</p>
28
<p>We essentially doubled our results while reaching 50,000<em>fewer</em>people. The conversion rate difference was staggering.</p>
42
<p>We essentially doubled our results while reaching 50,000<em>fewer</em>people. The conversion rate difference was staggering.</p>
29
<h2>What made this paid test work</h2>
43
<h2>What made this paid test work</h2>
30
<p>3 key factors contributed to the success of this approach:</p>
44
<p>3 key factors contributed to the success of this approach:</p>
31
<h3>1. Audience quality over quantity</h3>
45
<h3>1. Audience quality over quantity</h3>
32
<p>The Klaviyo audiences were incredibly specific. These weren’t just people who had visited our website or who had interacted with us on social. They were individuals who had actively requested to be notified when specific products came back in stock.</p>
46
<p>The Klaviyo audiences were incredibly specific. These weren’t just people who had visited our website or who had interacted with us on social. They were individuals who had actively requested to be notified when specific products came back in stock.</p>
33
<p>This level of intent made all the difference.</p>
47
<p>This level of intent made all the difference.</p>
34
<h3>2. Consistent creative</h3>
48
<h3>2. Consistent creative</h3>
35
<p>We kept everything consistent except the audience. We used the same copy, same images, and same budget allocation. This allowed us to isolate the impact of audience targeting without variables skewing the results.</p>
49
<p>We kept everything consistent except the audience. We used the same copy, same images, and same budget allocation. This allowed us to isolate the impact of audience targeting without variables skewing the results.</p>
36
<p>We used proven creative assets, like images and copy that had performed well when these products originally launched. This eliminated creative performance as a variable and made the audience effectiveness even more apparent.</p>
50
<p>We used proven creative assets, like images and copy that had performed well when these products originally launched. This eliminated creative performance as a variable and made the audience effectiveness even more apparent.</p>
37
<p>Image source: Kulani Kinis</p>
51
<p>Image source: Kulani Kinis</p>
38
<h3>3. Timing</h3>
52
<h3>3. Timing</h3>
39
<p>Interestingly, newer prints outperformed older ones, even when the older designs (like Mermaid Garden) had been extremely popular at launch. This suggests there’s a sweet spot for running these campaigns when interest is still fresh.</p>
53
<p>Interestingly, newer prints outperformed older ones, even when the older designs (like Mermaid Garden) had been extremely popular at launch. This suggests there’s a sweet spot for running these campaigns when interest is still fresh.</p>
40
<h2>3 key learnings + applications</h2>
54
<h2>3 key learnings + applications</h2>
41
<h3>Product insights</h3>
55
<h3>Product insights</h3>
42
<p>The granular data revealed which prints resonated most with our audience. Moonflower’s strong performance told us something valuable about customer preferences that we could feed back to our design and production teams.</p>
56
<p>The granular data revealed which prints resonated most with our audience. Moonflower’s strong performance told us something valuable about customer preferences that we could feed back to our design and production teams.</p>
43
<h3>Scalability considerations</h3>
57
<h3>Scalability considerations</h3>
44
<p>We started with a $100 daily budget per audience and scaled to $200 once we saw how well it performed. This suggests the approach can handle increased investment until you hit saturation.</p>
58
<p>We started with a $100 daily budget per audience and scaled to $200 once we saw how well it performed. This suggests the approach can handle increased investment until you hit saturation.</p>
45
<h3>Market differences</h3>
59
<h3>Market differences</h3>
46
<p>The US test significantly outperformed Europe, primarily due to audience size. Smaller segments (300 people vs. 3,000) didn’t provide enough data for Meta’s algorithm to optimize effectively.</p>
60
<p>The US test significantly outperformed Europe, primarily due to audience size. Smaller segments (300 people vs. 3,000) didn’t provide enough data for Meta’s algorithm to optimize effectively.</p>
47
<h2>Beyond back-in-stock: other applications</h2>
61
<h2>Beyond back-in-stock: other applications</h2>
48
<p>The Klaviyo x Meta integration opens up numerous possibilities:</p>
62
<p>The Klaviyo x Meta integration opens up numerous possibilities:</p>
49
<ul><li>Exclude customers with open support tickets from seeing ads.</li>
63
<ul><li>Exclude customers with open support tickets from seeing ads.</li>
50
<li>Target RFM segments (including customers at risk of churning) who aren’t responding to email.</li>
64
<li>Target RFM segments (including customers at risk of churning) who aren’t responding to email.</li>
51
<li>Create lookalike audiences based on high-intent segments.</li>
65
<li>Create lookalike audiences based on high-intent segments.</li>
52
<li>Test different audience exclusions during major sale periods.</li>
66
<li>Test different audience exclusions during major sale periods.</li>
53
</ul><p>Ben Zettler, founder of<a>Zettler Digital</a>, recommends improving your conversion rate with Meta ads by building smarter Klaviyo segments.</p>
67
</ul><p>Ben Zettler, founder of<a>Zettler Digital</a>, recommends improving your conversion rate with Meta ads by building smarter Klaviyo segments.</p>
54
<p>“Use Marketing Analytics to create RFM segments based on recent, frequent, and high-value purchasers, then sync those audiences to Meta for precise personalization and effective exclusions,” he suggests. “Brands winning here are using Klaviyo to make sure every ad reaches the right people and avoids wasting budget on the wrong ones.”</p>
68
<p>“Use Marketing Analytics to create RFM segments based on recent, frequent, and high-value purchasers, then sync those audiences to Meta for precise personalization and effective exclusions,” he suggests. “Brands winning here are using Klaviyo to make sure every ad reaches the right people and avoids wasting budget on the wrong ones.”</p>
55
<blockquote>Brands that win at this are using Klaviyo to make sure every ad reaches the right people and avoids wasting budget on the wrong ones.</blockquote>Ben Zettler, founder<p>Zettler Digital</p>
69
<blockquote>Brands that win at this are using Klaviyo to make sure every ad reaches the right people and avoids wasting budget on the wrong ones.</blockquote>Ben Zettler, founder<p>Zettler Digital</p>
56
<p>If you’re looking to implement a similar test ahead of<a>Black Friday Cyber Monday</a>, consider these tips:</p>
70
<p>If you’re looking to implement a similar test ahead of<a>Black Friday Cyber Monday</a>, consider these tips:</p>
57
<h3>1. Start simple</h3>
71
<h3>1. Start simple</h3>
58
<p>Don’t try to segment every product immediately. Choose a few high-performing or high-interest items to test the concept.</p>
72
<p>Don’t try to segment every product immediately. Choose a few high-performing or high-interest items to test the concept.</p>
59
<h3>2. Consider your business model</h3>
73
<h3>2. Consider your business model</h3>
60
<p>This approach works particularly well for brands that:</p>
74
<p>This approach works particularly well for brands that:</p>
61
<ul><li>Have products with longer lifecycles</li>
75
<ul><li>Have products with longer lifecycles</li>
62
<li>Generate meaningful back-in-stock demand</li>
76
<li>Generate meaningful back-in-stock demand</li>
63
<li>Can create distinct customer segments based on behavior</li>
77
<li>Can create distinct customer segments based on behavior</li>
64
</ul><p>It makes less sense for fast fashion brands with constantly changing inventory.</p>
78
</ul><p>It makes less sense for fast fashion brands with constantly changing inventory.</p>
65
<h3>3. Prepare for BFCM early</h3>
79
<h3>3. Prepare for BFCM early</h3>
66
<p>This type of testing is ideal to run months before major sale periods. It gives you time to understand which audiences perform best and refine your approach before the high-stakes shopping seasons.</p>
80
<p>This type of testing is ideal to run months before major sale periods. It gives you time to understand which audiences perform best and refine your approach before the high-stakes shopping seasons.</p>
67
<p>If you can hit the ground running, August is a great time to set a test like this up.</p>
81
<p>If you can hit the ground running, August is a great time to set a test like this up.</p>
68
<h2>The bigger picture: omnichannel cohesion</h2>
82
<h2>The bigger picture: omnichannel cohesion</h2>
69
<p>The integration between Klaviyo and Meta represents a significant opportunity for brands to make their paid advertising more personal and effective. By using the intent data you’re already collecting, starting with a clear hypothesis, and maintaining strict testing controls, you can create audiences that perform dramatically better than traditional retargeting approaches-as long as you’re willing to scale what works.</p>
83
<p>The integration between Klaviyo and Meta represents a significant opportunity for brands to make their paid advertising more personal and effective. By using the intent data you’re already collecting, starting with a clear hypothesis, and maintaining strict testing controls, you can create audiences that perform dramatically better than traditional retargeting approaches-as long as you’re willing to scale what works.</p>
70
<p>In our case, that meant doubling down on hyper-targeted audiences that delivered twice the results at a lower cost per acquisition.</p>
84
<p>In our case, that meant doubling down on hyper-targeted audiences that delivered twice the results at a lower cost per acquisition.</p>
71
<p>For brands looking to improve their paid media efficiency, this approach offers a clear path forward: use the<a>customer data</a>you already have to create more relevant, higher-converting advertising experiences.</p>
85
<p>For brands looking to improve their paid media efficiency, this approach offers a clear path forward: use the<a>customer data</a>you already have to create more relevant, higher-converting advertising experiences.</p>
72
<p>Klaviyo is the CRM built for B2C. When we use it to its full capacity, the results are unmatched.</p>
86
<p>Klaviyo is the CRM built for B2C. When we use it to its full capacity, the results are unmatched.</p>
73
<p>“Klaviyo’s segmentation isn’t just for owned messaging,” Zettler emphasizes. “Sync those audiences into ad platforms for true omnichannel impact. When customers see consistent, relevant messaging everywhere, conversion and retention improve.”</p>
87
<p>“Klaviyo’s segmentation isn’t just for owned messaging,” Zettler emphasizes. “Sync those audiences into ad platforms for true omnichannel impact. When customers see consistent, relevant messaging everywhere, conversion and retention improve.”</p>
74
<blockquote>Klaviyo’s segmentation isn’t just for owned messaging. Sync those audiences into ad platforms for true omnichannel impact.</blockquote>Ben Zettler, founder<p>Zettler Digital</p>
88
<blockquote>Klaviyo’s segmentation isn’t just for owned messaging. Sync those audiences into ad platforms for true omnichannel impact.</blockquote>Ben Zettler, founder<p>Zettler Digital</p>
75
<p>Learn more about the CRM built for B2C.</p>
89
<p>Learn more about the CRM built for B2C.</p>
76
<p><a>Sign up</a></p>
90
<p><a>Sign up</a></p>
77
91