Klaviyo Email Marketing Automation and Segmentation Training Course

Course overview

Many marketing teams collect customer data in Shopify, forms, campaigns and support systems but send broad email blasts because segments, event data and automation logic are not configured well enough to act on that data. This creates weak engagement, avoidable unsubscribes, inconsistent customer journeys and limited visibility of revenue attributable to email and SMS. Organisations need practitioners who can turn behavioural and transactional data into timely, governed Klaviyo campaigns rather than relying on manual sends.

This five-day Klaviyo Email Marketing Automation and Segmentation Training Course teaches participants to structure a Klaviyo account, connect ecommerce data, build high-value audiences and design lifecycle flows. Participants work with profiles, lists, segments, custom properties, event filters, conditional splits, dynamic blocks, campaign templates, forms, A/B tests and reporting dashboards. They learn to build practical programmes for welcome, abandoned cart, browse abandonment, post-purchase, replenishment, win-back and VIP customer journeys, while applying consent, deliverability and frequency-management controls.

Instruction combines guided platform demonstrations with workshop-based configuration using realistic ecommerce scenarios. Participants diagnose poor-performing journeys, write flow logic, define segment rules, develop message briefs and interpret campaign and flow results. Each participant leaves with a documented Klaviyo lifecycle automation blueprint: a segment map, flow diagrams, trigger and exit rules, content requirements, measurement plan and 90-day implementation backlog suitable for review with marketing, ecommerce and CRM stakeholders.

The course is designed for marketers who already understand email campaign fundamentals and now need operational confidence in Klaviyo. It is equally valuable for managers approving investment because it links platform configuration to measurable retention, conversion, list health and customer experience outcomes.

Course objectives

By the end of this course, participants will be able to:

• Configure Klaviyo account settings, sending domains, user permissions and core integration controls
• Build dynamic segments using profile properties, purchase behaviour, engagement data and event conditions
• Create lifecycle flows with triggers, filters, conditional splits, delays, exit criteria and smart sending
• Design abandoned-cart, welcome, post-purchase, replenishment and win-back automation programmes
• Personalise email content with Klaviyo profile variables, event data, dynamic blocks and product feeds
• Conduct campaign and flow A/B tests using hypotheses, holdout logic and success metrics
• Interpret Klaviyo revenue attribution, deliverability indicators, cohort behaviour and conversion reports
• Produce a 90-day Klaviyo automation blueprint with prioritised flows, segment definitions and measurement requirements

Benefits of attending

Target competencies

Who should attend

• Email Marketing Managers — who need to improve lifecycle revenue and operational control in Klaviyo
• CRM Managers — who own customer data, retention programmes and cross-channel journey design
• Ecommerce Managers — who need Shopify behavioural data converted into automated conversion and repeat-purchase journeys
• Digital Marketing Specialists — who build campaigns and need stronger segmentation and performance analysis skills
• Marketing Automation Specialists — who configure flow logic, integrations and campaign governance
• Customer Retention Managers — who need targeted programmes for activation, loyalty, replenishment and win-back

Requirements and prerequisites

Participants should understand basic email marketing concepts, including campaigns, subject lines, calls to action, open and click rates, conversion and unsubscribe management. Familiarity with ecommerce customer journeys and a platform such as Shopify is helpful, as exercises use order, product and browsing-event examples. Participants should be comfortable working in browser-based software and reading simple rule logic such as “if/then” conditions. Prior hands-on Klaviyo administration is not required, and coding, SQL, HTML development and data-science experience are not expected. Access to a Klaviyo account is useful but not essential for classroom exercises.

Training methodology

The instructor uses a working Klaviyo environment to demonstrate configuration choices, then participants apply each feature in structured build exercises. Workshops use an ecommerce case with Shopify events, customer profiles, products and purchase history to create segments, flows and message logic. Small groups review automation designs against business objectives, consent requirements and likely failure points. Participants analyse reporting outputs, defend prioritisation decisions and refine their own lifecycle blueprint. The final session converts platform work into a 90-day implementation plan with owners, dependencies and measures of success.

Course outline

Day 1: Klaviyo foundations, data and deliverability

• Klaviyo account structure, roles, permissions and workspace governance
• Profiles, lists, segments and suppression logic
• Shopify integration data, catalogue sync and customer event taxonomy
• Klaviyo events including Viewed Product, Added to Cart and Placed Order
• Custom profile properties and event properties for targeting
• Sending domains, authentication and deliverability foundations
• Consent capture, subscription types and GDPR-aware list management

Workshop: Participants audit a sample Klaviyo account and produce a data, consent and deliverability remediation checklist.

Day 2: Segmentation and audience strategy

• Segment builder rules and nested AND or OR conditions
• Recency, frequency and monetary value segmentation methods
• Engagement segments for active, unengaged and sunset audiences
• Purchase-based segments using product, collection and order-value filters
• Event-based segments using browsing, cart and checkout behaviour
• VIP, first-time buyer and repeat-purchaser audience definitions
• Segment naming conventions, documentation and refresh monitoring

Workshop: Participants build a segment library for an ecommerce brand, including VIP, lapsed, high-intent and suppression audiences.

Day 3: Lifecycle flow architecture

• Flow triggers, trigger filters and flow filters
• Time delays, conditional splits and branch logic
• Smart Sending, frequency safeguards and flow interaction rules
• Welcome series design from signup source to first purchase
• Abandoned cart and browse abandonment flow configuration
• Post-purchase, cross-sell and replenishment journey design
• Win-back flows, sunset policies and exit criteria

Workshop: Participants map and configure a three-branch abandoned-cart flow with eligibility rules, timing and exit conditions.

Day 4: Campaign production, personalisation and testing

• Klaviyo campaign workflow, scheduling and recipient selection
• Template blocks, brand styles and mobile-first email layout
• Profile variables, event variables and dynamic content blocks
• Dynamic product feeds and catalogue-based recommendations
• Signup forms, form targeting and list-growth controls
• Subject line, send-time and content A/B testing in Klaviyo
• Message briefs, approval workflows and campaign QA checklists

Workshop: Participants create a segmented campaign and a personalised product email, then complete a pre-send QA and test plan.

Day 5: Measurement, optimisation and implementation planning

• Klaviyo campaign and flow reporting interfaces
• Revenue attribution settings and attribution-window interpretation
• Deliverability metrics including bounce, spam complaint and unsubscribe rates
• Flow conversion analysis and message-level performance diagnosis
• Cohort, repeat-purchase and retention analysis using customer behaviour
• Automation prioritisation by revenue opportunity, effort and data readiness
• Ninety-day implementation roadmap, governance cadence and stakeholder reporting

Workshop: Participants present a 90-day Klaviyo automation blueprint containing priority segments, flows, KPIs, dependencies and optimisation actions.

Tools & standards covered

Klaviyo, Shopify, Google Analytics 4, Litmus

A typical training day

Live online deliveries follow the same structure in the East Africa Time zone, with shorter screen blocks and longer breaks.

What the fee includes

How you can take this course

Certification

Participants who complete the full five days receive the Skillset Development Certificate of Completion, stating the course title, course code, dates and delivery format — suitable for professional-development records and employer reimbursement.

Frequently asked questions