Owned marketing is about respecting your access to the inbox, so it might seem counterintuitive that increasing frequency is a best practice for customer retention.

But as long as you're properly segmenting your lists, increasing your campaign volume to existing customers-those who are fans of your brand to begin with-can be a great way to encourage repeat purchases and increase customer lifetime value.

During OWN IT, Klaviyo's virtual ecommerce summit, Sriya Karumanchi, director of marketing at Catbird, said, "Our loyalty strategy is focused on how many more people we can shift into 3x purchasers within a calendar year."