Klaviyo's latest report reveals that when it comes to CRM, the top-performing brands aren’t choosing favourites. They’re choosing purpose.
A new report from Klaviyo has broken down how leading brands are using email, SMS and WhatsApp together to drive stronger results.
The takeaway? It’s not about which channel is best. It’s about which channel is best for that particular message.
Here’s how each one stacks up – and where there’s untapped opportunity for local brands.
Email: The Workhorse
Still the best channel for delivering value-rich content. It’s where welcome journeys, post-purchase flows, loyalty campaigns and product education live. It works hard at scale, is easy to personalise, and gives you the space to tell a fuller story, which makes it essential for retention and brand building.
SMS: The Urgency Layer
SMS is built for time-sensitive triggers – think sale alerts, delivery updates, low-stock nudges. It's good for high open rates, fast reads, and quick clicks, but its strength is also its weakness: if it’s overused or off-message, it starts to feel intrusive. The best brands use SMS sparingly and intentionally.
WhatsApp: The Sleeper Hit
WhatsApp is still under the radar for many NZ and AU brands, but its potential is growing fast. It's ideal for two-way communication, customer service updates and transactional touchpoints. Features like product carousels and click-to-chat ads are getting more accessible, making this a strong candidate for testing – especially in mobile-first markets.
So What’s the Move?
Email builds the base. SMS cuts through. WhatsApp adds a human edge. The real value comes when these platforms work together — with intent, timing and consistency. If your CRM strategy still leans heavily on one channel, it’s worth looking at how layering could lift engagement and conversions across your entire funnel.
How PH Digital Can Help
If you’re already seeing results from email, it's time to build on that momentum. SMS and WhatsApp are sharp tools when used well, especially around launches, promos, or time-critical moments.
Need help finding the right mix for your brand?
Reach out to us below and we'll work with you to design a CRM approach that connects strategy with performance – across every channel your customer actually uses.