Understanding the difference between segments and lists

You will learn

Learn the difference between segments and lists, which are 2 Klaviyo tools you can use to keep track of your subscribers and contacts. Segmentation is one of the most important aspects of your Klaviyo account. Not only can you get extremely granular with your data, but segmentation happens fast, allowing you to get back to your data-driven marketing. That being said, it is important to understand the difference between segments and lists when getting started with Klaviyo.

What is a segment?

Unlike a traditional subscriber list, segments are defined by a set of conditions. For example, a segment could include everyone who's ever purchased, visited your website last week, or opened a specific email. Segments are dynamic and will grow and shrink based on customer behavior. They are typically used in 3 ways:

1. To send targeted campaigns
   Instead of sending a campaign to your entire email list, you can use a segment to build meaningful cross-sections of your list to which you can send more relevant content; e.g., you could contact everyone on your email list who also opened an email from you in the past 30 days.
2. To trigger email flows
   If you would like to trigger an automated email flow when someone newly meets a set of conditions (e.g., has made exactly 1 purchase), you can use a segment as the flow trigger. New segment-triggered flows use No re-entry, so profiles enter only once. You can change the Re-entry criteria to allow profiles to enter again when they leave and rejoin the segment. Learn more about segment-triggered flows.
3. For analysis
   Since segments update automatically, they provide an easy way to see what's going on with your audience. Updates are not always immediate. Learn more about how segments update.

What is a list?

Lists are static, meaning their membership is not determined by a set of conditions. Profiles can join through sign-up forms or be added manually or through an import, and you can remove profiles from a list. Being in a list does not by itself mean a profile has consented to marketing. As a general best practice, we recommend having a single main list per channel that contains all of your active profiles who have consented to receive your marketing communication.

Lists vs. segments

Navigate to Audience > Lists & segments in your account to view and create lists and segments:

• Lists are used by almost all email service providers. In Klaviyo, they're collections of profiles grouped under an identifiable label; you can add people to a list manually, or people can join a list themselves by subscribing through a form.
• Segments are defined by a set of conditions, as explained above, rather than a fixed list of people. Segments will grow as new people meet the conditions and shrink as people no longer meet them.

Lists are used for growing an audience that you can then keep in touch with through automated flows and campaigns.

Segments can be used to help with a variety of additional marketing efforts:

• List cleaning
  For example, build a segment of people who received but did not open your last 20 emails, then exclude that segment from campaigns sent to your main list. Creating the segment does not remove people from the list.
• Cross sell
  Build a segment of people who bought a specific product but have not purchased one or more related products.
• Marketing
  Build a segment of people who have never purchased from a specific category or visited certain pages on your website.
• Loyalty programs
  Build a segment of people who have spent over a certain threshold.

Segments pull from all profiles in your account based on the conditions you establish, including people who have not opted in to marketing emails. To target email subscribers, use If someone can or cannot receive marketing to require that profiles can receive email marketing and have subscribed. Combine this condition with your other conditions using AND. You can also restrict the segment to your email list, but list membership alone does not confirm consent. Learn more about marketing consent conditions.

Because segments are dynamic, profiles are added only when they meet the segment’s conditions. You cannot manually add profiles to a segment, import profiles directly into it, or use a sign-up form to add subscribers directly to it. You can do these things with a list.

Additional resources