Overview
Klaviyo is where most consumer brands run their email and SMS marketing. Connect it to Hazel and you can analyze campaign performance, flow revenue, subscriber growth, and more — all alongside your Shopify and ad data.What Hazel pulls
Once you connect Klaviyo, Hazel has access to:- Campaigns — every email and SMS campaign with open rates, click rates, and revenue
- Flows — automated sequences like welcome series, abandoned cart, and post-purchase flows
- Messages — individual sends with delivery, open, click, and conversion data
- Events — subscriber activity like opens, clicks, and purchases attributed to Klaviyo
- Subscribers — your full subscriber list with profile data and engagement history
- Lists and segments — how your audience is organized
- Revenue attribution — how much revenue each email, SMS, campaign, and flow generates
How to connect
Find Klaviyo in the Hazel marketplace and click the + button. You’ll sign in through Klaviyo in a popup window to authorize Hazel. What you’ll need: A Klaviyo account with admin access.Example questions you can ask
Once your Klaviyo data is connected, try questions like these:- “What percentage of our revenue comes from email?”
- “Show me our top performing flows by revenue”
- “How are our email open rates trending?”
- “Compare email vs SMS performance this quarter”
- “Which campaigns had the highest click rate?”
- “What’s our subscriber growth rate over the last 6 months?”
Good to know
Revenue attribution is one of the most valuable parts of this integration. It lets you see exactly how much revenue each email and flow generates — so you know what’s actually driving sales.
- Hazel pulls both email and SMS data from Klaviyo.
- Pair with Shopify to compare Klaviyo-attributed revenue against total store revenue.
- SMS doesn’t have “open” rates — unlike email, there’s no way to track whether someone opened a text message. SMS engagement starts with clicks.
- Attribution windows — by default, Klaviyo attributes revenue within a 5-day window for email and a 1-day window for SMS. Keep this in mind when comparing Klaviyo revenue numbers to other sources.
- Your data refreshes roughly every 6 hours.