Optimize Send Frequency with Smart Sending in Klaviyo
Effective management of send frequency has become a critical success factor for any successful email marketing strategy. In a context where inboxes are saturated, Klaviyo's Smart Sending feature balances engagement with respect for user experience.
What is Smart Sending and why is it essential?
Smart Sending is an advanced Klaviyo feature that automatically regulates the frequency of marketing communications.
- Reduction in unsubscribes (up to 38% according to Klaviyo).
- Improvement in campaign open rates.
- Preservation of deliverability in the long term.
- Strengthening brand image by avoiding over-solicitation.
How does Smart Sending work?
Default time windows:
- Emails: 16 hours
- SMS: 24 hours
- Push notifications: 24 hours
If a contact receives a marketing email at 10:00 AM, they will not receive another email with Smart Sending activated before 2:00 AM the next day.
Practical cases
- An abandoned cart email is sent at 2:00 PM.
- A promotional campaign is scheduled for 4:00 PM.
- With Smart Sending activated, the contact will only receive the promotion the next morning.
Customizing Smart Sending settings
Modifying time windows:
- Go to Communication Settings.
- Adjust the duration for each channel.
- Changes do not apply retroactively.
Strategic deactivation of Smart Sending
Certain critical communications should not be affected:
- Urgent or service announcements.
- Flash sales and limited-time offers.
- Order confirmations and transactional emails.
To deactivate Smart Sending for a message:
- In Klaviyo, create your campaign.
- In the send options, uncheck “Apply Smart Sending”.
Impact on A/B testing and segmented campaigns
- A/B Tests: only one variant will be sent to avoid over-solicitation.
- Segmentation: prioritize strategic segments and limit overlap.
Measuring the impact of Smart Sending
Key indicators:
- Unsubscribe rate and spam complaints.
- Cumulative engagement vs. engagement per message.
- Conversion rate and revenue per contact.
Conclusion
Klaviyo's Smart Sending feature improves deliverability and engagement, reducing unsubscribe rates by 30 to 40%. By optimizing your send frequency, you transform each interaction into a valuable opportunity.
