Klaviyo + CTV: The complete integration guide for e-commerce brands

Key findings

• First-party data activation. Sync your Klaviyo segments—VIPs, churned subscribers, browse abandoners—directly to CTV for precision targeting without relying on third-party cookies.
• Full-funnel measurement. Connect CTV impressions to email engagement, site visits, and purchases using deterministic matching for clear attribution.
• Lifecycle-aligned creative. Match your CTV messaging to customer lifecycle stages, from awareness for cold prospects to retention campaigns for loyal buyers.

Summary

This research paper examines how e-commerce brands are bridging the gap between email marketing and streaming TV advertising. By integrating Klaviyo with CTV platforms like Vibe, marketers can leverage rich customer data—purchase history, email engagement, and behavioral segments—to create highly targeted TV campaigns. The guide covers technical integration steps, audience strategy frameworks, and real-world case studies showing how brands achieved 3-5x ROAS improvements by aligning their Klaviyo data with CTV targeting. It also explores emerging best practices for cross-channel attribution and creative personalization at scale.

What you'll learn

• How to sync Klaviyo segments with CTV campaigns for precise targeting
• Best practices for matching CTV creative to customer lifecycle stages
• Measurement frameworks for connecting TV impressions to email and purchase data
• Case studies from DTC brands achieving incremental lift with Klaviyo + CTV
• Strategies for suppression, lookalike modeling, and retargeting using first-party data