Biggest Lessons From K:LDN 2025 | What's New In Email Marketing

K:LDN is Klaviyo’s annual flagship event, bringing together its community to share fresh insights and the latest developments in the world of email marketing. This year’s event was bigger, better, and more forward-thinking than ever, and it left us with some brilliant takeaways that are well worth sharing.

Andrew Bialecki, Founder of Klaviyo

🚀 The Product Roadmap with Klaviyo

Klaviyo made it clear that it’s entering a bold new era for B2C marketing, unveiling a host of features under its newly announced Klaviyo Omniverse. There were many updates, but here are the standouts that caught our attention:

• The campaign builder is now fully omnichannel, meaning you can craft multi-touch journeys across SMS, email, WhatsApp and more, all from one central platform.

• WhatsApp and RCS (Rich Communication Services) will soon be integrated into the campaign builder, opening up more direct, effective ways to engage with customers via text.

• A new AI Agent is being developed for Customer Hub, enabling customers to get real-time, personalised support via conversational AI.

  
  

It’s shaping up to be a game-changing year for Klaviyo, and we’re excited to see these developments unfold.

Jamie Laing (Candy Kittens) and Robin Marchant (Klaviyo)

🎙️ Branding Boldly with Jamie Laing and Robin Marchant

Jamie Laing, founder of Candy Kittens, BBC Radio 1 presenter and popular podcast host, took to the stage with Robin Marchant to discuss building a brand. Jamie shared that the continued success of Candy Kittens is rooted in having a clear vision and a strong ‘why’. The brand’s growth has been guided by its refusal to follow the standard industry playbook, choosing instead to carve out its own path and going against the grain. Sometimes this has been down to naivety, but more often it’s been a deliberate choice to do things differently.

When it comes to AI, Jamie posed a thought-provoking question 'Is the winning or losing team using AI?" His answer? The winning team is. We may not fully understand it yet, and it might feel uncertain, but we can’t afford to sit back and worry. If we do, we’ll lose valuable time that could be spent learning and adapting.

🧲 Click, Collect and Convert – Growing Your List with Tom Hayes & Severine Chaari

This session was packed with practical tips for building and growing your email list. Here are the best bits:

• The Rule of Three: Ensure you have at least three distinct ways for people to subscribe to your email list (e.g. homepage pop-up, footer form, exit-intent pop-up).

• If you're asking for SMS consent, place that request on the next page of the form rather than cramming it all in at once. It keeps things simple and less overwhelming.

• Gamified forms (like spin-to-win or quiz-based sign-ups) are a brilliant way to grab attention and increase engagement.

Rory Sutherland, Oglivy

🧠 How Consumers Really Think – Insights from Rory Sutherland

This session was amazing and full of insight, humour, and reframes that truly stuck with us. Here are the core ideas that stood out:

Scarcity Mindset vs Opportunity Mindset

Most marketers operate from a scarcity mindset. Being risk-averse, following the brand book, and being afraid to make mistakes. But the real growth happens when we switch to an opportunity mindset. Staying open to exploration, new ideas, and the unknown.

Exploited Bees vs Explorer Bees

Rory used a brilliant analogy. Most bees follow the others to the same pollen source, working efficiently but rigidly. But a few “useless” bees buzz off in random directions, and they’re usually the ones that discover new sources of pollen when the old one runs dry. In marketing, we need both. The solid execution and the space to explore what else might be out there.

Data vs Experimentation

While data is essential, not everything needs to be proven before it’s tested. Sometimes, gut instinct or a creative hunch is just as valuable. Rory referenced how police, investigating the Yorkshire Ripper, had a feeling based on how the suspect parked his car, a moment of intuition that led to real evidence. The more we test in marketing, the more we open ourselves up to unexpected success. Not just because we increase our chances, but because we give ourselves permission to try ideas that might seem “silly”, but could actually work.

“Marketing is too often treated as a cost to be minimised, rather than an opportunity to be explored.”

That’s a mindset that needs to change, especially in the current climate.

K:LDN 2025 was nothing short of inspiring. Not just because of the sessions and speakers, but because of how the event itself was run. It served as a fantastic example of what community-building looks like at its best.

Keep an eye out, we’ll be sharing a full blog soon on what made the event experience so successful.

WHAT IS YOUR FAVOURITE PIECE OF ADVICE?

• Rory Sutherland on scarcity or opportunity
• Jamie Laing on brand building
• Tom Hayes on growing an email list
• I just love the new Klaviyo feature