Tech Exploration: Streamlining email marketing with Klaviyo and Zapier integration

Introduction

At Ketryon, we’re passionate about tools that simplify workflows and fuel business growth. That's why we decided to explore Klaviyo, a leading email marketing platform, paired with Zapier, a no-code automation tool that connects apps seamlessly. Unlike rigid CRMs like Mailchimp, Klaviyo’s personalized campaigns and Zapier’s flexible automations scale effortlessly for startups and enterprises. We built an automation to sync Google Form responses to Klaviyo subscribers, testing their potential for e-commerce and SaaS.

What Is Klaviyo and Zapier?

Klaviyo is an email and SMS marketing platform tailored for e-commerce, delivering personalized campaigns and automated flows (e.g., abandoned cart, welcome emails). Its API integrates with platforms like Shopify and WooCommerce, with over 125,000 Shopify stores driving significant revenue growth through targeted emails. Think of Klaviyo as a smart marketing hub: it gathers customer data and sends tailored messages to boost sales and loyalty.

Zapier is a no-code automation platform linking over 7,000 apps, creating workflows called “Zaps” to automate tasks. With Klaviyo, Zapier syncs data from forms or CRMs, triggering actions like adding subscribers. It’s like digital glue, connecting tools without coding, freeing teams to focus on strategy. Key features include:

• Klaviyo API: Endpoints for profiles, lists, and campaigns, accessible via Node.js.
• Zapier Triggers/Actions: Triggers (e.g., new subscriber) and actions (e.g., add subscriber).
• No-Code Workflows: Visual interface for fast automation setup.
• GDPR Compliance: Klaviyo’s consent tools and Zapier’s secure data ensure privacy.

Why It’s Relevant

The Klaviyo-Zapier integration combines marketing precision with automation, surpassing CRMs with limited connectivity.

• For Businesses: Klaviyo’s targeted flows and Zapier’s automations save hours on tasks like subscriber syncs, boosting ROI for e-commerce checkouts or SaaS onboarding. For Swedish firms, Klaviyo’s GDPR consent tools ensure compliance, ideal for Nordic markets. Brands like Polaroid leverage Klaviyo for loyalty, with Zapier syncing data from Google Forms.
• For Developers: Klaviyo’s Node.js API and Zapier’s data connections enable custom integrations with minimal coding. X posts call Klaviyo’s automations “seamless” for retention marketing.
• Industry Trend: Klaviyo’s 350+ integrations and Zapier’s 7,000+ app connections fuel growing adoption, with many Shopify stores using Klaviyo for email revenue.

Our Test Drive

To dive into the Klaviyo-Zapier integration, we built a simple automation: syncing Google Form responses to Klaviyo as subscribers for a mock e-commerce newsletter. Our goal was to test data flow, automation setup, and GDPR compliance, showcasing their value for online stores or SaaS platforms.

Project Setup

We began with Klaviyo and Zapier accounts, leveraging their APIs for our workflow:

1. Klaviyo Setup:

• Created a Klaviyo account and set up a list (“Newsletter Subscribers”).
• Generated a Private API Key in Klaviyo Settings > API Keys for Zapier authentication.
• Enabled GDPR consent fields (e.g., $consent: "email") for EU compliance, vital for Swedish clients.

2. Zapier Setup:

• Signed into Zapier and selected Klaviyo as an app.
• Connected Klaviyo using the Private API Key, ensuring secure data transfer.

3. Google Form:

• Created a Google Form with fields: “Email” and “Name” for newsletter sign-ups.
• Linked responses to a Google Sheet for reliable data capture, as direct form triggers can be inconsistent.

Automation Workflow

We built a Zap to automate syncing form responses to Klaviyo:

Trigger: Google Sheets > New Spreadsheet Row
Action: Klaviyo > Add Subscriber to List

Steps:

1. Trigger Setup:

• Selected “Google Sheets” as the trigger app in Zapier’s visual interface.
• Chose “New Spreadsheet Row” to detect form submissions via the linked Sheet.
• Connected our Google account and selected the Sheet tied to the form.
• Tested the trigger, confirming it captured email and name fields.

2. Action Setup:

• Selected “Klaviyo” as the action app.
• Chose “Add Subscriber to List” to add respondents to “Newsletter Subscribers.”
• Mapped Sheet columns (Email, Name) to Klaviyo fields, adding a GDPR consent property ($consent: "email") required for EU subscribers.
• Tested the action, verifying subscribers appeared in Klaviyo’s list.

3. JavaScript Snippet (Optional): For developers, we tested Klaviyo’s API to log subscriber additions, using Node.js for type safety. We installed axios (npm i axios) and set up a .env file with KLAVIYO_API_KEY:

import axios from "axios";

const addSubscriber = async (email: string, name: string) => {
  try {
    const response = await axios.post(
      "https://a.klaviyo.com/api/v2/list/V12345/members",
      {
        profiles: [{ email, first_name: name, $consent: "email" }],
      },
      {
        headers: {
          Authorization: `Klaviyo-API-Key ${process.env.KLAVIYO_API_KEY}`,
          Accept: "application/vnd.api+json;revision=2023-12-15",
        },
      }
    );
    console.log("Subscriber added:", response.data);
  } catch (error) {
    console.error("Error adding subscriber:", error);
  }
};

addSubscriber("test@example.com", "Test User");

Note: Replace V12345 with your Klaviyo list ID from Settings > Lists. This validated API compatibility, though Zapier’s no-code approach was sufficient.

Klaviyo Flow

To test engagement, we created a Klaviyo welcome email flow:

• Trigger: New subscriber added to “Newsletter Subscribers.”
• Action: Send a welcome email with a 10% discount code to incentivize first purchases.
• GDPR: Included an unsubscribe link and consent confirmation for compliance.
• Tested the flow, ensuring emails reached subscribers instantly via Klaviyo’s analytics.

References

1. https://developers.klaviyo.com/en/docs/get_started
2. https://zapier.com/workflows
3. https://zapier.com/blog/the-best-ways-to-automate-klaviyo-with-zapier/