Klaviyo Expands Composer With Omnichannel Campaigns, A/B Testing and Signup Forms
Between October and November 2026, Klaviyo released a series of updates to Composer, its built-in AI agent for marketing teams. The redesigned Composer launched on October 13, 2026, expanding natural-language analysis and campaign creation. Subsequent updates introduced omnichannel campaigns, A/B testing for email and SMS, signup form creation, and connectors for Shopify, Meta Ads, Asana, and other services.
The central change is a broader role for Composer. Rather than helping with isolated copywriting or analysis tasks, the agent can work through a connected sequence: examine results, identify an audience, draft messages, prepare experiments, and use information from linked applications. Campaign drafts still require marketer review and approval before sending. Certain actions through external connectors, however, can change data immediately.
The Redesigned Composer Connects Marketing Analysis With Campaign Creation
Klaviyo announced the new Composer on October 13, 2026. It works within the Klaviyo account and can use accessible information about campaigns, audiences, segments, flows, engagement, and historical results. Unlike a general-purpose chatbot, Composer has the context of the business using it.
A marketer could ask Composer to review email performance over the past 90 days and identify three opportunities to improve repeat purchases. In the same conversation, the marketer could then request a campaign for customers who placed two orders but have not bought anything in 60 days. Composer can propose the audience, offer, content, and campaign structure. This connects analysis, segmentation, creative development, and draft creation in one workflow.
Composer also takes available Brand Voice settings, brand colors, past templates, images, and product information into account. For example, a clothing retailer could request an email for shoppers inactive for 90 days, featuring its new fall collection while excluding customers who already bought the promoted items. The proposed audience, products, discounts, and message must still be checked: access to campaign history does not guarantee that an AI recommendation or product claim is accurate.
Omnichannel Campaigns Bring Email, SMS, MMS, and Push Into One Brief
On October 29, 2026, Klaviyo brought Omnichannel Campaigns into the redesigned Composer. This was a restoration of a capability available in the previous Composer, not its first appearance in Klaviyo: the October 13 redesign initially supported only single-channel campaigns.
Marketers can now describe one campaign objective and have Composer draft coordinated messages across email, SMS, MMS, and push notifications, where those channels are configured. A three-day seasonal sale, for example, might begin with an email describing the full assortment, continue with an SMS reminder, and finish with a push notification on the last day. Channel-specific content is prepared in a shared conversation, but sending settings still need to be completed and verified in the appropriate editors.
Different Audiences Can Receive Different Messages
An update on October 16, 2026 added finer control over messages and their audiences. Composer can assign audiences to individual messages, remove messages or audiences, and duplicate a message for another segment. A retailer can therefore prepare early access for VIP buyers, a broader merchandise email for regular customers, and a reactivation offer for lapsed customers within the same campaign.
The agent does not automatically establish the optimal audience strategy. Marketers need to verify inclusions, exclusions, overlap, channel permissions, and frequency limits. A customer who consents to email does not necessarily consent to SMS.
Black Friday Campaign: A Practical Omnichannel Example
- VIP email: early access to selected Black Friday offers.
- General email: sale announcement with product categories and images.
- SMS: a brief message telling opted-in subscribers that the sale has begun.
- App push: a reminder when the offer is nearing its end.
Composer keeps the offer and creative direction together while allowing each channel to use an appropriate format. The marketer must confirm scheduling, suppression rules, links, and mobile-app setup. Klaviyo notes that push notifications created by Composer open the app home screen by default; a deep link to a specific product or promotion must be configured in the campaign editor.
Campaign A/B Testing Creates Email and SMS Variations During Drafting
On November 4, 2026, Klaviyo introduced Campaign A/B Testing in Composer. Instead of drafting copy with AI and then separately building variants, marketers can ask Composer to include a content experiment when creating a new email or SMS campaign.
For example, a marketer could ask for two email variants promoting a new collection: one leading with a discount in the subject line and the other emphasizing new arrivals. Composer prepares variations for review. The feature focuses on content tests in new email and SMS campaigns, rather than replacing the complete A/B testing interface.
Email Elements Available for Testing
- Subject lines and preview text
- Approved sender names and internal headlines
- Email copy and call-to-action buttons
- Images and layouts
- Product selections and merchandising emphasis
A reactivation email could compare a repeat-purchase discount against a selection of newly arrived products based on shopping history. That is a legitimate comparison of two marketing propositions, but changing subject line, offer, imagery, and product selection at the same time makes it difficult to isolate which element caused a performance difference. For a precise hypothesis, keep other major conditions consistent.
SMS Variations and Testing Limits
For SMS, Composer can draft alternative message copy and CTAs, including a comparison of a short discount-led text with one emphasizing product discovery. Where the format is supported, a text-only message can also be compared with a message containing an image. For example, variant A could promote 15% off the fall collection, while variant B announces the new collection without a discount.
Composer does not send the variants or independently establish a winning strategy. Actual campaign performance is measured after delivery. More advanced test settings, tests added to existing messages, and send-time experiments must be handled in the campaign editor. Before sending, verify comparable audiences, subject and preview text, all links and CTAs, offer details, test configuration, consent, and schedule. A winner for one audience should not be assumed to win in another campaign.
Signup Forms Can Be Created and Edited in Composer
On November 6, 2026, Klaviyo introduced Forms in Composer. Marketers can now describe the signup form they want in natural language. For example, a store might ask for a popup offering new visitors 10% off in exchange for an email subscription while excluding existing subscribers.
Composer drafts the form and can take instructions about copy, fields, styling, targeting, and display triggers. It provides desktop and mobile previews before saving. A marketer can ask for a shorter headline, fewer fields, or a larger signup button on mobile and compare the revised version without editing every element manually.
Editing Existing Forms and Draft Restrictions
Existing web signup forms can also be edited. For example, Composer can change a footer form headline to “Join the VIP List” while retaining the other fields and targeting. The workflow requires a form with one editable draft; forms participating in an A/B test must be changed in the regular form editor. Approving a Composer edit can replace the form’s existing saved draft, so teams should check for unpublished work before accepting the change.
Composer Saves a Draft; the Form Editor Publishes It
Creating a form is a two-stage process: Composer generates, previews, and saves a draft; the marketer then opens the regular Klaviyo form editor to verify and publish it. Saving the draft does not automatically display the popup on the website. Confirm the subscription list, fields, consent wording, audience targeting, display triggers, responsive presentation, post-submit behavior, and any validation warnings.
At the time of the November announcement, this workflow did not support in-app forms, back-in-stock forms, or complete landing pages. The new feature should therefore be understood primarily as an AI-assisted builder and editor for supported web signup forms.
Shopify Connector Now Supports Store Changes, Not Only Data Analysis
On November 2, 2026, Klaviyo expanded the Shopify Connector. Composer had already been able to read Shopify information for product analysis, orders, and campaign planning; the update added supported write operations.
- Retrieve product details, variant prices, inventory, and order information.
- Update supported product attributes and manage product tags.
- Create collections and change variant prices.
- Create certain types of percentage or fixed-amount discount codes.
A retailer could ask Composer to find 20 best-selling running products, check inventory, and propose a Black Friday collection. After reviewing the selection, the marketer could request the collection and prepare matching email and SMS drafts. Collections created through this workflow initially remain unpublished and must be reviewed and published in Shopify. Discount conditions, dates, and usage limitations also require verification.
Shopify Write Actions May Take Effect Immediately
A key operational distinction: while Composer-generated marketing campaigns await human approval before sending, explicit commands through the Shopify Connector may execute real store changes without a further confirmation step. Asking Composer to change a product price could therefore change the price in Shopify. Klaviyo recommends checking the account permissions and the supported operations. For pricing, discounts, and stock-sensitive tasks, request a proposed change first, review it, and only then issue a separate instruction to apply it.
Asana Connector Uses Campaign Plans and Updates Supported Tasks
Klaviyo added its Asana integration on November 2, 2026. Teams using Asana for marketing calendars, promotional briefs, deadlines, and assignments can ask Composer to find approved plans and turn them into Klaviyo campaign or flow drafts.
A team might request draft November email campaigns based on its marketing calendar in Asana. If several projects have similar names, the user should specify the project, date range, or task link. The integration also supports selected task operations, such as updating a task when a campaign draft is ready for review. It is not a universal, automatic two-way synchronization of all Asana and Klaviyo data. A task status should distinguish a prepared draft from a campaign that has actually been sent.
Meta Ads Connector Brings Facebook and Instagram Performance Into Composer
On October 28, 2026, Klaviyo added a Meta Ads Connector. Composer can read accessible information about advertising accounts, campaigns, ad sets, advertisements, creative assets, budgets, statuses, impressions, clicks, and other available performance metrics.
A retailer could ask for its best-performing Meta ads over the past 30 days and request email campaign angles based on their messaging. Paid social performance can be examined alongside customer and order information available in Klaviyo, but the attribution models of Meta Ads and Klaviyo may differ. Their reported revenue figures should not simply be added together or interpreted as directly comparable.
Meta Ads access is read-only. Composer cannot edit campaign budgets, targeting, ads, or ad-set configurations through this connector. Changes must be made in Meta Ads Manager or another supported tool. An ad concept that performs well on Facebook or Instagram should be treated as a hypothesis for an owned-channel experiment, not as proof that it will also perform well in email.
Runneth Connects Paid Social Creative Insights With Owned Channels
On October 30, 2026, Klaviyo introduced support for Runneth, Motion’s AI creative strategy agent. Through the connector, marketers can bring available information about ad creative into a Composer conversation and request email or SMS concepts based on high-performing advertising angles.
The integration may reduce manual transfers between paid social research and lifecycle marketing, but each concept still needs audience and creative review. Access depends on the Runneth account, connector configuration, and permissions.
Additional Composer Updates Improve Brand Consistency and Collaboration
Website-Based Brand Styles and Private or Shared Skills
On October 28, 2026, Klaviyo enabled Composer to inspect public website pages for brand styling cues such as logos, colors, fonts, and button appearance. Those cues can inform an email draft or, when requested, supported settings in the Brand Kit. Site-derived styling should be checked, particularly for light-versus-dark logo versions and unusual typography; it is not guaranteed to reproduce every design detail.
On October 29, 2026, Composer also added private and shared Skills. A Skill is a reusable set of instructions for a recurring workflow, such as a weekly email performance report or a welcome-flow audit. Teams can share approved instructions to standardize repetitive tasks, but should update them when data structures, offers, or campaign rules change.
Conversation Sharing, Reminders, and Exportable Artifacts
On November 4, 2026, Conversation Sharing made it possible to give colleagues read-only access to a snapshot of a Composer conversation, including prompts, AI responses, and referenced sources. Viewers cannot continue the conversation; later messages are not included until the owner updates the shared version. Draft previews for campaigns, flows, and segments are not included, so actual approval still requires access to the relevant Klaviyo draft.
Composer also introduced reminders tied to a conversation. A marketer can request a reminder to review campaign results next Monday or ask to return to a report at a specified time. These are internal workflow follow-ups, not automatic scheduling or sending of customer marketing messages.
By November 6, 2026, Composer Artifacts could produce dashboards, reports, and slide presentations with downloadable formats including PDF, PowerPoint, and HTML. Connector-backed artifacts can refresh data when reopened, subject to each viewer’s own connection permissions. Sharing a dashboard does not automatically grant access to another user’s connected data.
Trigger-Event Personalization Is a Separate Flow Update
Klaviyo also introduced event-property-based conditional content in flows on November 6, 2026. This is a related direct marketing enhancement, not a Composer feature. It allows marketers to show or hide email blocks using properties of the event that initiated a flow. For example, content in an abandoned-cart or product-view flow can vary based on a product category recorded by that event.
Teams should test against representative real events before activating a flow: missing or differently formatted properties can cause conditional blocks to behave differently from the intended personalization.
How to Use the New Composer Features
- Define the goal: for example, recover customers who have not bought for 90 days.
- Validate the audience: review inclusion criteria, exclusions, and channel consent.
- Select the channels: choose email, SMS, MMS, or push according to account configuration and permissions.
- Draft content: have Composer prepare messages and verify the offer, products, prices, claims, links, and visual design.
- Prepare the experiment: specify the hypothesis, variations, and the primary measure of success.
- Save and inspect drafts: use the respective Klaviyo campaign, flow, or form editor.
- Approve and launch: verify scheduling and delivery settings before sending; analyze results after launch.
Business Applications for Ecommerce, Services, and B2B SaaS
Ecommerce: Seasonal Marketing, Subscriber Growth, and Offer Testing
Online stores can use Composer to coordinate seasonal emails, SMS, and push communications, and use the Shopify Connector to incorporate product catalog and inventory information. Signup forms help prepare targeted list-building experiences; content A/B tests let teams investigate different offers or messages. For measurement, ecommerce teams should look beyond clicks to conversion rate, revenue per recipient, average order value, and realized campaign revenue. These are attributed performance metrics; incremental impact still requires an appropriate experimental approach.
Meta Ads and Runneth may suggest promising creative angles for email and SMS, but paid social and owned-channel results need separate analysis because audiences and attribution methods differ.
Customer Services: Repeat Business and Lifecycle Campaigns
Service companies can use segments and channel-specific messages to prepare renewal, rebooking, and retention communications. Asana can provide a link between approved campaign plans and the drafts produced in Klaviyo. Composer does not replace sales CRM processes implemented outside Klaviyo; the required customer records, events, and communication permissions still need to be available.
B2B SaaS: Segmented Communications With Data-Model Caveats
B2B SaaS marketers could use Composer for product activation, feature announcements, and dormant-user re-engagement. Asana briefs and A/B testing can support those workflows. However, Klaviyo has historically concentrated on B2C and ecommerce use cases. B2B teams must establish whether their data model supports the required relationships among contacts, companies, subscriptions, and revenue events. Composer is not a substitute for an account-based marketing platform or missing company-level context.
Composer Availability, AI Credits, and Operational Limits
Composer helps analyze data and prepare work; it is not an unrestricted autonomous marketing system. Omnichannel capabilities depend on configured channels. Composer A/B testing covers supported content variants for new email and SMS campaigns, while additional experiment options belong in the editor. Web forms are saved as drafts and published separately. Shopify write operations can take effect after a direct instruction; Meta Ads access is read-only; Asana actions depend on connector permissions.
Klaviyo offers a limited free usage allowance and paid Composer capacity, measured in AI Credits. Actual credit usage varies with task complexity, input data, and generated output. Teams should check their own plan, credit balance, overage settings, and usage reports before scaling these workflows. An October update simplified the usage meter and introduced a warning at 85% of the allowance.
Klaviyo Composer — AI Marketing Agent for Omnichannel Campaigns
Klaviyo is a customer marketing platform focused on customer data, segmentation, email, mobile messaging, marketing automation, and ecommerce growth. Composer is its built-in AI marketing agent, linking marketing analysis with content creation and supported operational tasks.
The October–November 2026 updates brought omnichannel campaigns back to the redesigned interface, introduced in-conversation email and SMS A/B test drafts and web signup form creation, and expanded connections to Shopify, Meta Ads, Asana, and creative intelligence tools. For marketing teams, the benefit is less manual coordination between analysis, planning, and campaign preparation. Actual business results still depend on data quality, segmentation, offer design, consent management, testing, and final human review.
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