2 added
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Original
2026-01-01
Modified
2026-03-10
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<p>Download the survey results</p>
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<p>Download the survey results</p>
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<p>Is it time to recalibrate your marketing budget? Find out where brands are investing and pulling back in 2023.</p>
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<p>Is it time to recalibrate your marketing budget? Find out where brands are investing and pulling back in 2023.</p>
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<h2>Marketing leaders weigh in</h2>
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<h2>Marketing leaders weigh in</h2>
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<p>In the midst of a historic economic downturn, making smarter decisions around marketing resources is a critical component of ecommerce success.</p>
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<p>In the midst of a historic economic downturn, making smarter decisions around marketing resources is a critical component of ecommerce success.</p>
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<p>But it can be difficult to navigate a way forward amid a mass influx of conflicting information and perspectives across the industry.</p>
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<p>But it can be difficult to navigate a way forward amid a mass influx of conflicting information and perspectives across the industry.</p>
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<p>Is retention really the new acquisition? Is it time to pull back on paid advertising? How much should you invest into which channels-and which channels can you rely on to turn a profit?</p>
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<p>Is retention really the new acquisition? Is it time to pull back on paid advertising? How much should you invest into which channels-and which channels can you rely on to turn a profit?</p>
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<p>Klaviyo’s 2023 marketing mix survey set out to discover how ecommerce businesses of all sizes are putting together their marketing mix for 2023-so that you can make more efficient budgeting decisions based on what’s best for your brand.</p>
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<p>Klaviyo’s 2023 marketing mix survey set out to discover how ecommerce businesses of all sizes are putting together their marketing mix for 2023-so that you can make more efficient budgeting decisions based on what’s best for your brand.</p>
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<p>Read the report to discover:</p>
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<p>Read the report to discover:</p>
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<ul><li><strong>How marketers are thinking about retention vs. acquisition</strong></li>
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<ul><li><strong>How marketers are thinking about retention vs. acquisition</strong></li>
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<li><strong>What channels marketers are using the most and the least</strong></li>
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<li><strong>What channels marketers are using the most and the least</strong></li>
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<li><strong>Where brands are spending their marketing dollars</strong></li>
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<li><strong>Where brands are spending their marketing dollars</strong></li>
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<li><strong>What channels are delivering the most ROI for brands</strong></li>
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<li><strong>What channels are delivering the most ROI for brands</strong></li>
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</ul><h2>We surveyed:</h2>
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</ul><p>750+</p>
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<p>750+</p>
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<p>ecommerce leaders across 14 industries</p>
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<p>ecommerce leaders across 14 industries</p>
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<p>83%</p>
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<p>83%</p>
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<p>are highly involved in marketing budget allocation decisions</p>
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<p>are highly involved in marketing budget allocation decisions</p>
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<p>Key takeaway #1</p>
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<p>Key takeaway #1</p>
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<h2>Is retention the new acquisition? Not necessarily.</h2>
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<h2>Is retention the new acquisition? Not necessarily.</h2>
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<p>In 2023, the majority of ecommerce brands will invest more heavily in acquisition (55.75%) than retention (29.87%). Only 14.38% will invest equally.</p>
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<p>In 2023, the majority of ecommerce brands will invest more heavily in acquisition (55.75%) than retention (29.87%). Only 14.38% will invest equally.</p>
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<ul><li>Mid-market brands are more focused on retention (36.36%) than other business segments.</li>
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<ul><li>Mid-market brands are more focused on retention (36.36%) than other business segments.</li>
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<li>SMBs are more focused on acquisition (58.80%) than other business segments.</li>
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<li>SMBs are more focused on acquisition (58.80%) than other business segments.</li>
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</ul><p>Key takeaway #2</p>
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</ul><p>Key takeaway #2</p>
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<h2>Email marketing reigns supreme.</h2>
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<h2>Email marketing reigns supreme.</h2>
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<p>Across all business segments, email marketing is consistently the No. 1 most-used marketing channel. It also appears in the top 5 channels in every other category in our survey, including the channels brands are investing the most money in and the channels that deliver the most ROI.</p>
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<p>Across all business segments, email marketing is consistently the No. 1 most-used marketing channel. It also appears in the top 5 channels in every other category in our survey, including the channels brands are investing the most money in and the channels that deliver the most ROI.</p>
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<ul><li>An overwhelming majority (72.73%) of mid-market businesses use email as an ecommerce marketing channel-almost 1.5x the percentage across businesses of all sizes.</li>
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<ul><li>An overwhelming majority (72.73%) of mid-market businesses use email as an ecommerce marketing channel-almost 1.5x the percentage across businesses of all sizes.</li>
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<li>Even more SMBs (76.52%) than mid-market businesses (73.77%) place email marketing in the top 3 of ROI-generating marketing channels.</li>
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<li>Even more SMBs (76.52%) than mid-market businesses (73.77%) place email marketing in the top 3 of ROI-generating marketing channels.</li>
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</ul><p>Key takeaway #3</p>
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</ul><p>Key takeaway #3</p>
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<h2>Paid continues to eat up marketing dollars.</h2>
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<h2>Paid continues to eat up marketing dollars.</h2>
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<p>Across all business segments, paid social and paid search repeatedly appear in the top 3 channels earning the highest slice of marketing budgets.</p>
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<p>Across all business segments, paid social and paid search repeatedly appear in the top 3 channels earning the highest slice of marketing budgets.</p>
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<ul><li>Mid-market businesses spend the highest percentage of their budgets on paid search (24.79%) and paid social (23.31%).</li>
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<ul><li>Mid-market businesses spend the highest percentage of their budgets on paid search (24.79%) and paid social (23.31%).</li>
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<li>SMBs spend the highest percentage of their budgets on paid social (28.03%), CTV (27.75%), and paid search (25.25%).</li>
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<li>SMBs spend the highest percentage of their budgets on paid social (28.03%), CTV (27.75%), and paid search (25.25%).</li>
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</ul><p>Key takeaway #4</p>
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</ul><p>Key takeaway #4</p>
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<h2>Larger brands are going all in on SMS.</h2>
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<h2>Larger brands are going all in on SMS.</h2>
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<p>Whereas less than a third of all businesses use SMS for marketing, over half of mid-market businesses do-suggesting SMS is gaining serious traction as a must-have marketing channel among leading brands.</p>
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<p>Whereas less than a third of all businesses use SMS for marketing, over half of mid-market businesses do-suggesting SMS is gaining serious traction as a must-have marketing channel among leading brands.</p>
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<ul><li>Unlike businesses of all sizes, mid-market businesses that use the channel are allocating a top-5 average of 19.44% of their marketing budget to SMS, compared to a 17.39% average across businesses of all sizes.</li>
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<ul><li>Unlike businesses of all sizes, mid-market businesses that use the channel are allocating a top-5 average of 19.44% of their marketing budget to SMS, compared to a 17.39% average across businesses of all sizes.</li>
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<li>By contrast, SMBs that use SMS place it in the bottom 5 channels for budget allocation-signaling that the SMS marketing space may be less crowded, and therefore less competitive, for SMB businesses interested in exploring the channel.</li>
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<li>By contrast, SMBs that use SMS place it in the bottom 5 channels for budget allocation-signaling that the SMS marketing space may be less crowded, and therefore less competitive, for SMB businesses interested in exploring the channel.</li>
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</ul><p>Key takeaway #5</p>
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</ul><p>Key takeaway #5</p>
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<h2>SMBs are focused on personalized marketing.</h2>
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<h2>SMBs are focused on personalized marketing.</h2>
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<p>Like other business segments, the top marketing channels for SMB ROI include paid social and paid search. But instead of broadcast and SEO, CTV and OTT round out the top 5 ROI generators for SMBs-all ideal channels for not only tracking performance, but also delivering personalized experiences to customers.</p>
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<p>Like other business segments, the top marketing channels for SMB ROI include paid social and paid search. But instead of broadcast and SEO, CTV and OTT round out the top 5 ROI generators for SMBs-all ideal channels for not only tracking performance, but also delivering personalized experiences to customers.</p>
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