You can use a segment based on location to run a specific campaign by region, target a form to customers in a particular region, or understand the location of a subset of your customer base.
Klaviyo determines a contact's location when syncing a billing address for the contact. If a contact hasn't purchased, their location is determined based on IP geolocation.
Although IP geolocation is used as the industry standard, it can sometimes be inaccurate. Here are a few reasons you might see discrepancies between a contact's IP geolocation and where they actually are:
- We check someone's IP whenever they open an email or are captured by our web tracking snippet. If someone is in China when they open the email, their IP will reflect this, even if their typical location is in California.
- IPs are not static, and the location affiliated with an IP is thus also not static. This makes IP geolocation imperfect.
Segment by Properties About Someone
When creating a location-based segment around the segment filter Properties About Someone, you can choose between country, state/region, zip code, or timezone.
For example, if you wanted to create an email targeted to people in colder climates in North America, you can choose to create a segment of people who live in Canada or New England. For one of the conditions, we’re using Country, and the other is using the State/Region property.
Segment by If Someone is in the EU
You would use this location-based segment if you only want to target your European customer base, or, potentially, exclude these customers to be sure you’re not in violation of GDPR regulations.
Segment by Someone’s Proximity to a Location
If you’re looking to create a segment of your customers who are within the United States, Canada, Europe, Australia, and New Zealand, you can use the radius around a particular postal code. You can then send regionally specific information to people who live at a set distance away from a location.
For UK zip codes, we support filtering by outward code, not inward code or both outward and inward code (usually separated by a space). For example, if a person's full zip code is "SW1W 0NY," only the first piece ("SW1W") will work for these filters.
For instance, if you have a popup shop in Boston and want to invite your customers who are in your Newsletter list, you can create a segment that looks like the following.
AND Versus OR When Building Location-Based Segments
The above example shows a segment that will capture all profiles where the Country property is set to Canada or where the State/Region is set to a state in New England. By using the OR connector between these two conditions, we are making the segment more inclusive -- someone can be from France but not from Massachusetts (and vice versa) and still make it into our segment.
If you want to make your segment more exclusive, you can add conditions separated with an AND connector. In doing so, you're saying that all conditions must be true in order for someone to make it into your segment.