Email and SMS remain some of the highest performing marketing channels, but only when automation is used correctly. Going into 2026, the biggest risk is not sending too little, but sending the wrong messages at the wrong time.

Klaviyo provides the tools to avoid that, but only if the right automations are in place.

Core automations that should already exist

Before thinking about advanced strategies, brands should ensure foundational flows are active and optimized. These include welcome series, abandoned cart flows, browse abandonment, post purchase follow ups, and win back sequences.

If these flows are missing or outdated, campaigns are compensating for gaps that automation should handle automatically.

Improving retention through smarter timing

In 2026, relevance will matter more than frequency. Klaviyo allows brands to trigger messages based on real behavior, not assumptions.

Predictive analytics such as expected next order date and lifetime value help time messages when customers are most likely to engage. This reduces fatigue while increasing conversion.

Combining email and SMS with intention

SMS should not duplicate email. It should complement it.

Klaviyo allows teams to design flows where email handles education and storytelling, while SMS handles urgency and reminders. Used correctly, this combination increases engagement without overwhelming subscribers.

Segmenting beyond basic lists

Many brands still rely on broad segments like newsletter subscribers or past buyers. Going into 2026, segmentation should reflect intent and value.

Klaviyo supports segmentation based on engagement, purchase frequency, predicted value, and loyalty behavior. This allows brands to protect high value customers from over messaging while activating low engagement segments strategically.

Fixing common setup mistakes

Poorly mapped events, inconsistent properties, and overlapping flows can damage performance without being obvious.

Preparing for the new year is the right moment to audit existing Klaviyo setups. Identifying where messages collide, where logic is outdated, and where data is underused.

Working with an experienced Klaviyo partner helps ensure automations scale cleanly as volume grows.