Form 8-K - Current report

UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

Washington, D.C. 20549

___________________________________

FORM 8-K

CURRENT REPORT

Pursuant to Section 13 or 15(d) of the

Securities Exchange Act of 1934

___________________________________

Date of Report (date of earliest event reported): November 29, 2023

KLAVIYO, INC.

(Exact name of registrant as specified in its charter)

___________________________________


Delaware (State or other jurisdiction of incorporation or organization)	001-41806 (Commission File Number)	46-0989964 (I.R.S. Employer Identification Number)
125 Summer Street, 6th Floor, Boston, MA		02110
(Address of Principal Executive Offices)		(Zip Code)

(617) 213-1788
(Registrant's telephone number, including area code)

Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions:


☐			Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)
☐			Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)
☐			Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))
☐			Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))


Securities registered pursuant to Section 12(b) of the Act:
Title of each class	Trading Symbol	Name of each exchange on which registered
Series A common stock, par value $0.001 per share	KVYO	New York Stock Exchange

Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 12b-2 of the Exchange Act.

Emerging growth company ☒

If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐

Item 7.01 - Regulation FD Disclosure.

On November 29, 2023, Klaviyo, Inc. issued a press release announcing its 2023 Black Friday Cyber Monday data.

The press release issued November 29, 2023, is furnished herewith as Exhibit 99.1. The information in this Item 7.01, including Exhibit 99.1, is being furnished and shall not be deemed filed for purposes of Section 18 of the Securities Exchange Act of 1934 or otherwise subject to the liability of that Section, nor shall such information be deemed to be incorporated by reference in any registration statement or other document filed under the Securities Act of 1933 or the Securities Exchange Act of 1934, except as otherwise stated in such filing.

Item 9.01 - Financial Statements and Exhibits

(d) The following exhibits are being filed herewith:


Exhibit No.			Description
99.1			Press Release issued by Klaviyo, Inc. dated November 29, 2023
104			Cover Page Interactive Data File (embedded within the Inline XBRL document)

SIGNATURE

Pursuant to the requirements of the Securities Exchange Act of 1934, as amended, the Registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized on this 29th day of November, 2023.


KLAVIYO, INC.

By:			/s/ Amanda Whalen
Name:			Amanda Whalen
Title:			Chief Financial Officer

Klaviyo Releases 2023 Black Friday Cyber Monday Data

Data show consumers are buying from brands they love

BOSTON--November 29, 2023--Klaviyo (NYSE: KVYO), the company that powers smarter digital relationships, today announced that over the five days between and including Thanksgiving and Cyber Monday (BFCM), Klaviyo helped brands like Spanx, Good American, and Ouai message over 11 million customers per minute and generate almost $60 million of Klaviyo Attributed Value (KAV)* per hour at peak times.

“It’s no longer just about the five days of Black Friday Cyber Monday. It’s about making every customer interaction count, and building relationships throughout the season,” said Andrew Bialecki, co-founder and CEO of Klaviyo. “It’s simple: when people like a brand, they stick around. 73% of purchases made through Klaviyo last week are from repeat customers – there’s power in building lasting connections. We’re proud that we’re able to help brands connect directly with customers, and use those connections to boost engagement and drive revenue. Klaviyo isn’t just a platform; it's a growth partner, playing a key role in creating impactful customer experiences.”

Black Friday Cyber Monday Trends:

●Repeat Purchases Fuel Growth: Nearly half (47%) of all purchases over BFCM were repeat purchasers—pointing to the increased importance of customer retention and loyalty in BFCM success. 73% of all Klaviyo-driven purchases were repeat purchasers.

●Seamless Scalability: During peak times between Thanksgiving and Cyber Monday 2023, brands using Klaviyo for email, SMS, and mobile push notifications sent over 11.6 million messages per minute and generated nearly $60 million of KAV per hour. The most active marketing hour for Klaviyo customers was 9 a.m to 10 a.m ET on Black Friday, during which over 376 million messages went out to subscribers and customers.

●The Power of Personalization and AI: During BFCM, 616 million messages sent by Klaviyo customers included AI-personalized product recommendations.

●Discounts by the Numbers: The top 3 most common discount percentages were 30%, 20%, and 25%.

“We spend all year acquiring customers and building our list. It's a huge part of our strategy for BFCM, and email is the primary channel we use to communicate with existing customers,” said Cody Plofker, chief marketing officer of Jones Road Beauty.

Despite Black Friday Cyber Monday coming to a close, Klaviyo remains committed to empowering businesses to thrive throughout the entire year.

For a deeper dive into the insights, strategies and success stories from this BFCM season, visit: www.klaviyo.com/blog/2023-bfcm-aftermath-report.

About Klaviyo

Klaviyo (CLAY-vee-oh) powers smarter digital relationships, making it easy for businesses to capture, store, analyze, and predictively use their own data to drive measurable, high-value outcomes. Klaviyo’s modern and intuitive SaaS platform enables business users of any skill level to harness their first-party data from more than 300 integrations to send the right message at the right time across email, SMS, and push notifications. Innovative businesses like Good American, TaylorMade, Skims, Stanley 1913, and

more than 135,000 other paying customers leverage Klaviyo to acquire, engage, and retain customers—and grow on their own terms.

Contact

Lacey Berrien

press@klaviyo.com

*We define Klaviyo Attributed Value (KAV) as the amount of revenue our subscription-tier customers generated through orders placed by consumers within a specified period of time after a message is sent using our platform, which in the case of email is five days from when the message is sent (provided the email is opened or clicked), and in the case of SMS is twenty-four hours from when the message is sent. Our calculation of KAV excludes certain orders, such as those placed with customers that do not opt-in to sharing order data with us, and does not net chargebacks or sales refunds. KAV does not represent revenue earned by us and does not directly correlate to our revenue or results of operations. We use KAV as an internal estimate to track the value we drive to customers through our platform.

All data presented here is approximate and is based on various assumptions. All data is unaudited and is subject to adjustment. The methodology underlying the data may vary year on year and prior year results are not directly comparable to current results. All financial figures are in USD.

Cover	Nov. 29, 2023
Cover [Abstract]
Document Type	8-K
Document Period End Date	Nov. 29, 2023
Entity Registrant Name	KLAVIYO, INC.
Entity Incorporation, State or Country Code	DE
Entity File Number	001-41806
Entity Tax Identification Number	46-0989964
Entity Address, Address Line One	125 Summer Street
Entity Address, Address Line Two	6th Floor
Entity Address, City or Town	Boston
Entity Address, State or Province	MA
Entity Address, Postal Zip Code	02110
City Area Code	617
Local Phone Number	213-1788
Written Communications	false
Soliciting Material	false
Pre-commencement Tender Offer	false
Pre-commencement Issuer Tender Offer	false
Title of 12(b) Security	Series A common stock, par value $0.001 per share
Trading Symbol	KVYO
Security Exchange Name	NYSE
Entity Emerging Growth Company	true
Entity Ex Transition Period	false
Amendment Flag	false
Entity Central Index Key	0001835830