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Original
2026-01-01
Modified
2026-03-10
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<p>High consumer demand for your products is every business owner’s dream.</p>
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<p>High consumer demand for your products is every business owner’s dream.</p>
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<p>On the flip side, running out of inventory during a peak selling moment is the stuff of retail nightmares.</p>
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<p>On the flip side, running out of inventory during a peak selling moment is the stuff of retail nightmares.</p>
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<p>It’s a balancing act. Businesses want to make sure they’re prepared for seasonal moments like Mother’s Day, Father’s Day, Labor Day weekend, BFCM, and Boxing Day. But they don’t want to pre-order so much inventory that there’s a surplus after those speciality sales wind down-resulting in a waste of materials and resources.</p>
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<p>It’s a balancing act. Businesses want to make sure they’re prepared for seasonal moments like Mother’s Day, Father’s Day, Labor Day weekend, BFCM, and Boxing Day. But they don’t want to pre-order so much inventory that there’s a surplus after those speciality sales wind down-resulting in a waste of materials and resources.</p>
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<p>So how do brands walk the profitability tightrope?</p>
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<p>So how do brands walk the profitability tightrope?</p>
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<p>One way is using customer data as a forecasting tool.<a>Legal Sea Foods</a>, a popular restaurant chain on the east coast with a DTC operation, leveraged Klaviyo’s segmentation features to test this method.</p>
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<p>One way is using customer data as a forecasting tool.<a>Legal Sea Foods</a>, a popular restaurant chain on the east coast with a DTC operation, leveraged Klaviyo’s segmentation features to test this method.</p>
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<h2>Use segmented testing to predict market demand for your product</h2>
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<h2>Use segmented testing to predict market demand for your product</h2>
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<p>The team at Legal Sea Foods planned a special sale to launch for Father’s Day. But they weren’t sure how many orders it would bring in-and if they blasted it out to the restaurant’s full list of 1M+ subscribers, they could leave themselves open to an order volume fiasco.</p>
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<p>The team at Legal Sea Foods planned a special sale to launch for Father’s Day. But they weren’t sure how many orders it would bring in-and if they blasted it out to the restaurant’s full list of 1M+ subscribers, they could leave themselves open to an order volume fiasco.</p>
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<p>Here’s how they planned ahead with help from Klaviyo:</p>
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<p>Here’s how they planned ahead with help from Klaviyo:</p>
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<ol><li><strong>Activate the data you have:</strong>Based on purchase data collected via the<a>Shopify x Klaviyo integration</a>and Klaviyo’s message engagement data, Legal Sea Foods created a few segments of reticent ecommerce customers-frequent email openers who had never bought, or recipients who hadn’t yet opened an email-and sent them an email about the sale.</li>
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<ol><li><strong>Activate the data you have:</strong>Based on purchase data collected via the<a>Shopify x Klaviyo integration</a>and Klaviyo’s message engagement data, Legal Sea Foods created a few segments of reticent ecommerce customers-frequent email openers who had never bought, or recipients who hadn’t yet opened an email-and sent them an email about the sale.</li>
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<li><strong>Connect with your customers:</strong>The restaurant chain communicates with its DTC shoppers primarily through email-and launches sales via this channel, too.</li>
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<li><strong>Connect with your customers:</strong>The restaurant chain communicates with its DTC shoppers primarily through email-and launches sales via this channel, too.</li>
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<li><strong>Guide your marketing efforts using smart features:</strong>Using Klaviyo’s automation tools, Legal Sea Foods was able to easily define a smaller group of subscribers and sent them a test campaign to see how many of them converted-guiding their<a>CRM strategy</a>for a larger rollout and testing the demand for the sale.</li>
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<li><strong>Guide your marketing efforts using smart features:</strong>Using Klaviyo’s automation tools, Legal Sea Foods was able to easily define a smaller group of subscribers and sent them a test campaign to see how many of them converted-guiding their<a>CRM strategy</a>for a larger rollout and testing the demand for the sale.</li>
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<li><strong>Grow toward your goals:</strong>By accurately predicting demand for their Father’s Day sale, the Legal Sea Foods team pulled off the sale without a hitch and ensured nothing went to waste. They also drove $21K+ in revenue in one holiday weekend.</li>
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<li><strong>Grow toward your goals:</strong>By accurately predicting demand for their Father’s Day sale, the Legal Sea Foods team pulled off the sale without a hitch and ensured nothing went to waste. They also drove $21K+ in revenue in one holiday weekend.</li>
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</ol><h2>Test ahead of time to get it right when it matters most</h2>
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</ol><h2>Test ahead of time to get it right when it matters most</h2>
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<p>Trying out a certain message or sale in a subset of your unique market can produce valuable results. Maybe the message doesn’t land the way you think, or the sale wasn’t enticing enough to drive conversions.</p>
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<p>Trying out a certain message or sale in a subset of your unique market can produce valuable results. Maybe the message doesn’t land the way you think, or the sale wasn’t enticing enough to drive conversions.</p>
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<p>Whatever the outcome, tests reveal learnings you can apply to a larger swathe of your audience-and Klaviyo makes it easy to<a>A/B test both campaigns and automations.</a></p>
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<p>Whatever the outcome, tests reveal learnings you can apply to a larger swathe of your audience-and Klaviyo makes it easy to<a>A/B test both campaigns and automations.</a></p>
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<p>Seriously, it’s this easy:</p>
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<p>Seriously, it’s this easy:</p>
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<ol><li>Navigate to the Campaigns tab and click “Create an email campaign” (for example).</li>
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<ol><li>Navigate to the Campaigns tab and click “Create an email campaign” (for example).</li>
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<li>Name your campaign.</li>
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<li>Name your campaign.</li>
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<li>Select the lists or segments you want to send to.</li>
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<li>Select the lists or segments you want to send to.</li>
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<li>Input the subject line (and, if you want, edit the preview text, sender name, and sender email address).</li>
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<li>Input the subject line (and, if you want, edit the preview text, sender name, and sender email address).</li>
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<li>Create the first version of your email, adding your copy, images, and links. Don’t forget to save your creation.</li>
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<li>Create the first version of your email, adding your copy, images, and links. Don’t forget to save your creation.</li>
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<li>At the bottom of the page, click “Create A/B Test”. This will automatically create a second, identical variation of your campaign and bring you to the “Campaign A/B Test” page.</li>
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<li>At the bottom of the page, click “Create A/B Test”. This will automatically create a second, identical variation of your campaign and bring you to the “Campaign A/B Test” page.</li>
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<li>From there, you can test content (think subject lines, CTA, body copy, and product images) or send time.</li>
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<li>From there, you can test content (think subject lines, CTA, body copy, and product images) or send time.</li>
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</ol><p>Word to the wise: When A/B testing, pick only one variable to test at a time. That way you’ll know for sure what’s responsible for the good or sub-par results.</p>
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</ol><p>Word to the wise: When A/B testing, pick only one variable to test at a time. That way you’ll know for sure what’s responsible for the good or sub-par results.</p>
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<p>Want the full case study?</p>
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<p>Learn how Marine Layer centralizes retail and DTC customer data in Klaviyo.</p>
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<p>Learn how Legal Sea Foods used segmented testing to prepare for a holiday sale.</p>
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<p><a>Read their story</a></p>
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