Campaigns remix
With a single click, turn your email campaigns into SMS messages. Campaigns Remix drafts, optimizes, and delivers your message across channels, without extra work.
Overview
Role: Jr. Product Designer | Duration: 1 month (January 2023)
I collaborated closely with a cross-functional team to bring Campaigns Remix to life. I worked alongside Moti, Senior Designer, Sonal, Product Manager, and Noel, Engineer, contributing to concept development, design iterations, and prototyping.
Context
So what is Klaviyo? Who are we building for?
Klaviyo is a marketing platform that helps e-commerce brands connect with customers through email and SMS. It makes it easy to capture data, send personalized messages, and drive growth.
The problem
Marketing teams rely heavily on email campaigns, but many any weren’t leveraging SMS alongside email, leaving a gap in customer reach and engagement. Sending both channels manually is time consuming. Often, users simply don’t send SMS campaigns at all.
Why this matters?
Customers may not respond to email as well as SMS, so reaching them at the right time is crucial for engagement.
Business goal
Drive higher campaign performance and revenue by increasing adoption of SMS alongside email campaigns.
Research
We analyzed how adding SMS campaigns to email workflows affects engagement and revenue.
Revenue impact
Adding SMS boosted monthly recurring revenue by 30% (+$193/account).
ROI potential
SMS campaigns delivered 20x–66x returns, amplified when combined with email.
Efficiency
Each SMS generated $0.34–$1.09, with email+SMS 3x more effective for high-value accounts.
With these findings in mind, we can begin framing the questions that guide our work.
HMW..
How might we combine SMS and email in a way that drives higher engagement and revenue without adding complexity for users?
Design goal
Create an integrated messaging experience that maximizes revenue and engagement by making SMS and email campaigns more seamless and effective for users.
Ideation
So how does this work?
At the end of their email workflow, users are prompted to add SMS. The system then uses the existing email content to automatically generate SMS messages, adapting the format and preserving key details so users don’t have to start from scratch.
Define
User journey
As customers create or schedule an email campaign, we guide them to add SMS, and automatically generate the corresponding messages.
Iterations
Customer feedback
Initially, we generated SMS messages using the email subject line, but customers found this was duplicative. In response, we shifted to using actual email content to draft SMS messages. This method uses AI. The system analyzes bits and pieces of the email, including key phrases, offers, and calls to action, to automatically create concise and relevant SMS copy that aligns with the original message.
Providing recommendations
Sending the SMS a few hours before the email gives people a heads-up and makes them more likely to engage when the email arrives
Upon publishing, users are prompted to select when the SMS message should be sent. We added a "Recommended Time" option, which suggests sending the message four hours before the email campaign. This follows best practice to ensure the SMS reaches customers at the most effective time and complements the email workflow.
Measuring success
Impact and results
Integrating SMS with email campaigns has significantly improved how brands engage with their customers.
8.9%
increase in revenue for brands that have sent email and SMS campaigns
122x ROI
average return for brands using both email and SMS together
86%
of customers made 2 or more purchases via SMS
Reflection
This project was a major cross-collaboration effort. I worked closely with engineering, syncing with them daily, and partnered with the data science team to explore how we could extract email content to generate SMS drafts. Our initial approach of duplicating the email subject line proved too simplistic, but user research revealed the opportunity to do much more. This experience reinforced the value of collaboration and iterative learning, showing that listening to users can uncover solutions beyond what we originally imagined.