May 6, 2024


Klaviyo: A Digital Marketing Lifeline in a Post-Cookies World

As Google prepares to eliminate third-party cookies, the landscape of digital marketing is undergoing a seismic shift.

In May, Google announced its controversial cookies update will be delayed until 2025. While this takes the pressure off advertisers to adapt their digital marketing strategies, the proposed changes underline the importance of shifting to first-party data collection to control advertising outcomes.

For e-commerce businesses in New Zealand, the deprecation of cookies heralds both challenges and opportunities. Brands operating in the premium fashion, beauty and lifestyle sectors are already being hit hard by the cost-of-living crisis and the belt-tightening of consumers around the country. This means customer acquisition and retention has never been more crucial.

With cookie deprecation set to make traditional targeting methods less effective, advertisers must shift towards first-party data collection for personalisation and engagement. A robust e-marketing system is therefore a business essential, and the best of the best is Klaviyo.

What is Klaviyo?

Klaviyo is an advanced, data-driven e-marketing platform that enables businesses to gather, analyse and utilise first-party customer data for personalised email campaigns. By pulling your data from Shopify as well as applicable social media channels including Instagram, Facebook and TikTok, Klaviyo is the key to a cohesive, integrated digital marketing strategy that delivers tangible results.

Why is Klaviyo so important in 2024?

Critical for conversions as well as customer acquisition and retention, and with the ability to streamline workflows and enhance efficiency and scalability, Klaviyo is a lifeline for e-commerce businesses navigating the choppy waters of post-cookie digital marketing. 

Here’s how:

> First-Party Data Dominance: Unlike third-party cookies which rely on external sources for tracking, Klaviyo enables direct collection and utilisation of customer data. This ensures accuracy and relevance in marketing efforts, driving engagement and conversions while optimising your spend.

> Personalisation: With Klaviyo, businesses can craft highly-personalised email campaigns tailored to individual customer preferences, purchase histories, and browsing behavior. By delivering targeted content, Klaviyo is helping PH clients cut through the clutter and foster meaningful, and lucrative connections with their audience.

> Seamless Integration: Klaviyo seamlessly integrates with essential e-commerce platforms like Shopify, as well as a full suite of social media channels. This level of integration enhances operational efficiency, data accuracy, and opens up new avenues for customer engagement and acquisition.

> Automation Advantage: Klaviyo's robust automation features enable businesses to streamline marketing workflows and deliver timely, relevant messages at scale. From abandoned cart reminders to post-purchase follow-ups, Klaviyo automates key touchpoints in the customer journey, driving retention and loyalty.

> Privacy and Compliance Commitment: In an era of heightened privacy concerns, Klaviyo prioritises data security and compliance with global regulations such as GDPR and CCPA. By adhering to strict privacy standards, Klaviyo ensures that customer data is handled responsibly, fostering trust and loyalty among consumers.

Klaviyo: In Summary

As Google's cookie deprecation looms large, astute advertisers are partnering with Klaviyo to ensure their digital marketing efforts don’t go to waste, and business goals continue to track upwards amid challenging trading conditions.

At PH, we see Klaviyo as not just a solution for today, but as the cornerstone of a resilient digital marketing strategy and the key to future-proofing your business against the uncertainties of tomorrow's digital ecosystem.

To find out more about Klaviyo migration or to update your existing Klaviyo strategy, speak to your strategist today or get in touch with our experts below.

Join Klaviyo Here via our PH Digital Referral Link

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