Over the last year, AI has become a critical element of the marketers' toolbox, with thousands of ways to help cut workloads in half and improve output. ESPs have also begun to release handy AI tools, like subject line generators. This year is bound to see the next wave of AI technology become readily available, exploring deeper use of AI in email marketing.

One of our go-to ESPs, Klaviyo, have just added some exciting new AI features including a Segment Builder, Email Design Tool and an Automated Form Optimisation Test Tool. Here, we'll cover what each feature offers and why our email experts are excited to use them.

AI segment builder

The Segment Builder page now includes a 'Define with AI' option. Once selected, you can describe the segment you want to create in plain text. Klaviyo then generates a preview of how the segment will look with a breakdown of the logic rules that will define it. You can then make additional changes to your text to alter the AI's outcome. When satisfied with the segment, you can view it in the builder. For those just starting with Klaviyo, this provides an excellent way to utilise segmentation without requiring an in-depth understanding of segment logic. Even for seasoned Klaviyo users, this feature offers the flexibility to get creative and test new segments with complex logic structures. 

Why Enchant loves this:

• Simplifying Segmentation: The ability to create segments by writing a brief description of the desired audience in plain text allows users of all abilities to utilise advanced segmentation without extensive experience with Klaviyo’s segment builder.
• Preview Functionality: Preview the segment logic before building it to ensure that all relevant profiles are included. This will help when creating complex segments.
• AI Tag: Segments created using the AI feature will also be tagged with “klaviyo-ai” making it easy to search for and find in the future.

The screenshots below briefly showcase how the AI segment builder will work within Klaviyo.

Email AI designer

Arguably the most exciting feature of Klaviyo AI, Email AI allows you to design sections by describing the desired layout. As depicted in the screenshot, the AI dynamic block feature becomes an additional icon option in the pop-up sidebar of a section. Once selected, it opens a plain text box where you can briefly describe the design you want to achieve. Klaviyo will generate three previews of different design variations, similar to their SMS AI tool. After selecting your chosen design, it will populate the template. 

Why Enchant loves this:

• Consistent Improvement: The generated design previews can be up or downvoted. Klaviyo has stated that these reactions will be recorded and fed back to their design team to consistently improve this feature, similar to the feedback system used by ChatGPT.
• Revive Old Designs: This AI design feature will also be available for use in templates designed before the release of this update.
• Streamline Email Builds: Our email experts eagerly anticipate using this feature, cutting the time to create layout foundations in half. 

Form display optimisation

The form test creation page now features an AI optimisation test option, enabling Klaviyo to test multiple time delays before selecting the most effective display time. It really is as simple to set up as that. Once the optimisation test has been created, Klaviyo AI will optimise and run tests in the background. This feature will save time and effort in managing form optimisation, allowing you to focus on other tasks.

Why Enchant loves this:

• Skyrocket Sign-up: This AI tool is a powerful way to boost your pop-up form sign-up rates.
• Phase Testing: The AI’s phased testing approach gathers data from each variation, recording which is the most effective design. Once the optimisation test concludes, the winning variation's display timing is automatically set.
• Fast-Track Testing: Running individual A/B tests can often be a lengthy process and result in inconclusive findings. So, the option to run automated optimisation tests that apply the learnings seamlessly is a big step forward.
• The screenshots below briefly showcase how the Email AI Designer will work within Klaviyo.

Wrap up

Klaviyo AI will help marketers save valuable time,  streamlining basic tasks in their day-to-day workload. Users can create segments and run tests with a few clicks, leaving AI to do most of the heavy lifting. This is especially exciting for marketers who are fairly new to Klaviyo, allowing them to create complex segments and run highly effective form optimisation tests from the word go. The Email AI design feature will quickly become a part of every campaign builder's essential tool set, enabling faster campaign build times. These are certainly exciting times for email. We can't wait to see how ESPs will continue to apply AI in the coming year.