Klaviyo, the leader in smarter digital relationships, has unveiled Extended ID, a new solution in limited availability that enhances identity tracking for up to one year. By leveraging a native first-party identity graph, Extended ID empowers brands to collect more first-party data, creating smarter segments, personalized campaigns, and triggering high-converting automations at scale. With the increasing complexity of customer touchpoints and evolving privacy restrictions, Extended ID is a game-changer for brands aiming to provide more personalized, seamless customer experiences.

Key Features and Benefits of Extended ID:

• Extended Identity Tracking: Extended ID allows brands to retain customer identity information for up to a year, offering a longer tracking period compared to traditional cookies. This is particularly valuable in a digital landscape where web browsers and operating systems have imposed tighter restrictions on cookie lifespan, limiting tracking to just a week or less.

• Smarter Data Collection: By providing better website tracking and identification, Klaviyo users can gather more detailed first-party data. This enriched data helps brands build accurate customer profiles, segment audiences more effectively, and activate highly personalized campaigns.

• Improved Customer Experiences: The solution ensures that brands can recognize loyal customers when they return to their site, avoiding the need to restart conversations and offering a more seamless experience. For example, during events like Black Friday Cyber Monday, customers will not need to repeat previously shared information, resulting in smoother and more efficient interactions.

How Extended ID Helps Brands:

• Building Brand Loyalty: Ed Hallen, Chief Strategy Officer at Klaviyo, compares the difficulty of gathering and organizing customer data to “catching and sorting raindrops in a storm.” Extended ID helps brands overcome this challenge by creating more complete customer identities, leading to a more personalized, relevant experience and ultimately driving stronger brand loyalty and higher conversions.

• Higher Conversion Rates: By enabling brands to trigger more precise flows and campaigns, Extended ID supports higher conversion rates. Jen Kessler, VP of Product at Klaviyo, highlights that brands are already seeing improved sales conversions as a result of better targeting and the ability to personalize at scale.

• A Unified Customer Profile: Klaviyo’s investment in identity resolution ensures that brands can maintain unified, deduplicated customer profiles over time. This empowers brands to provide personalized, omnichannel experiences that meet consumer expectations for consistency and relevancy.

Future Outlook and Omnichannel Support:

Extended ID is just the beginning of Klaviyo’s broader investments in identity resolution. As brands continue to rely on Klaviyo as their customer source of truth, these advancements will enhance the platform’s ability to support omnichannel marketing strategies. By staying ahead of evolving technology and privacy regulations, Klaviyo aims to ensure that brands can deliver seamless, personalized experiences to their customers, helping them thrive in an increasingly data-conscious world.

With Extended ID, Klaviyo offers brands the tools they need to adapt to a rapidly changing digital landscape. By enabling longer identity tracking and smarter data collection, brands can offer personalized, high-converting experiences that build loyalty and drive revenue. This new solution is a critical step in empowering businesses to meet growing consumer expectations and navigate the complexities of modern marketing.