Empathetic Customer Communication in Uncertain Times by using Klaviyo

Uncertainty changes the way customers interpret messages.

They become more protective of attention and more sensitive to anything that feels overly promotional.

With Klaviyo, brands can use behavioral signals to send fewer, smarter emails and SMS messages that feel supportive instead of noisy.

Why “tone” matters more than ever

Tone becomes a shortcut for trust when people feel stressed.

If your messaging feels rushed or opportunistic, customers notice.

If it feels calm and clear, customers remember.

Most empathetic communication is built on simple choices:

• Say less, but say what matters.
• Offer clarity before customers ask for it.
• Remove manipulative urgency.
• Stay consistent with your usual voice.

Behavioral data helps turn those choices into a repeatable process.

That is where Klaviyo supports teams, because behavior can drive who gets what message and when.

Channel strategy: match the message to the medium

Not every update belongs everywhere.

Email is ideal when you need to explain, reassure, or provide details.

SMS is best when the message is urgent and personally relevant.

Social works for broader context, but it can amplify missteps because it is public.

Empathy usually means choosing the channel that creates the least friction for the customer.

Unified data inside Klaviyo helps keep tone aligned while still tailoring messages by channel.

Useful transparency is targeted transparency

Customers do not need constant updates.

They need the update that affects them directly.

In uncertain moments, the most useful topics are typically:

• Shipping and delivery expectations.
• Inventory availability that changes outcomes.
• Policy updates, stated plainly.
• Support access and resolution timelines.

Segmentation ensures these messages go to the right people.

• Recent purchasers: order clarity and reassurance.
• Support-active customers: follow-ups and progress updates.
• Unengaged subscribers: fewer operational sends.
• Loyal customers: steady relationship-building notes.

This is how brands avoid “broadcasting” and start communicating like a service.

Behavior-based targeting in Klaviyo makes that approach scalable.

Segmentation: empathy at scale

During uncertainty, customers are not one audience.

They are many audiences, moving at different speeds.

Segmentation prevents you from pushing the same message onto everyone.

Segments that often matter most include:

• New buyers: reassurance and onboarding clarity.
• High-intent browsers: helpful guidance without pressure.
• Repeat customers: stability and reliability signals.
• Disengaged subscribers: reduced frequency until interest returns.

Dynamic segments keep your strategy current as behavior changes week to week.

Transition into execution

Once segmentation is set, your automations need a quick audit.

The goal is simple: keep workflows helpful, not mechanical.

Updating flows so they feel appropriate

Automations can unintentionally sound tone-deaf.

Small changes often make the biggest difference.

• Replace urgency-driven language with calm clarity.
• Adjust timing so messages do not pile up.
• Add support resources and next steps.
• Highlight flexibility in returns or shipping.

Klaviyo helps teams implement these adjustments quickly without rebuilding flows from scratch.

Promotion without pressure

Customers still buy during uncertain times.

They simply want to feel safe doing it.

Messaging often performs best when it emphasizes:

• Product usefulness.
• Operational stability.
• Clear policies and expectations.
• Respectful tone and pacing.

That approach protects brand equity and strengthens retention.

Helpful content as a retention lever

Educational content can be the most empathetic form of marketing.

FAQs, guides, and clear explanations reduce stress and confusion.

With Klaviyo, those resources can be delivered only to the people who need them.

Listening keeps the system accurate

Empathy is a moving target.

Open rates, clicks, replies, and unsubscribes reveal when customers want less frequency or different framing.

Behavior-driven tools reduce manual guesswork, and Klaviyo connects those signals to segmentation and automation logic.

Consistency makes empathy credible

Customers trust brands that sound like themselves.

They also trust brands that back up words with support and policies.

Many ecommerce teams use Klaviyo to keep messaging and customer data aligned across email and SMS.

FAQ

What is the easiest first step toward more empathetic messaging?

Reduce frequency and segment sends based on customer behavior instead of broadcasting to everyone.

Should SMS be used for brand statements?

Usually no. SMS should be reserved for messages that are truly personal and necessary.

Can empathy improve performance metrics?

Yes. Relevance and clarity often reduce unsubscribes and improve long-term engagement.

How does Klaviyo help teams act faster?

Klaviyo connects behavior data to segments and flows so teams can adjust timing, targeting, and content without manual rebuilding.

Is pausing marketing always the safest choice?

Not always. Strategic adjustments to tone, pacing, and targeting are usually more effective than going silent.