Getting Started with Segments

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What are Segments?

Learn how segments are different from lists in Klaviyo, and how you can use them to better understand and grow your business.

Segment Conditions

Learn about what conditions are available in our segmentation builder.

Additional Resources:

AND vs. OR

Learn how you can join different conditions together within the Klaviyo segment builder.

Refer to this chart to make sure you don't mix up AND and OR:


Additional resources:

How to Think About Segmentation

Learn the building blocks of how to think through segmentation.

Overview of Best Practice Segments

The possibilities are endless when it comes to segmentation -- but with so much information at your fingertips, it can sometimes be difficult to know where to start. That's why we're here to help. In this course, we'll run through four best practice segments that you can build on your own right away. Plus, we'll give you some ideas about how to communicate with them. The segments we'll cover are:

  1. VIPs: Your best customers
  2. Engaged Subscribers: The segment you should be sending your newsletters to
  3. Unengaged Subscribers: People who haven't interacted with you in a while that you should clean from your account
  4. Churn Risk Customers: Customers who are about to lapse that you want to re-engage

How should I market to my VIPs?

Your VIP customers are those who have purchased recently, frequently, and have spent a lot of money with your brand. But you may be wondering, "How do we define recently, frequently, and a lot?"

This depends in part on your business and your buying cycle. For example, a frequent purchaser will be defined differently for a mattress company versus a cosmetics brand. That said, there are a few rules of thumb you can use:

Recent: Within 4 months.
Not recent:  4 - 13 months ago
Frequent: 3 times or more
High Monetary Value: over the average order value for your customer base

You can use the simple equation below to determine the average order value for your business:

Total Store Revenue / Total Number of Orders

The key to communicating successfully with your VIP customers is to treat them differently. Because VIPs are you best customers, you want to foster this loyalty and keep them coming back. Setting up a rewards program or other VIP-specific perks is a great way to accomplish this, as well as encourage non-VIPs to aspire to VIP status. A few ideas of perks you can share with your VIPs include:

  • Product sneak peeks or early sale access
    Give VIPs early access to purchase new products, or give them early access to products that are about to go on sale before you extend the sale to your general audience.
  • Run exclusive sales for VIPs
    Offer VIPs a special or higher discount during sale periods to thank them for their past loyalty.
  • Create a rewards/points system
    This encourages customers to reach certain milestones by purchasing so they can claim their rewards.
  • Offer free shipping only to your VIPs
    This encourages customers to reach VIP status to gain this perk, and rewards customers who have already demonstrated that they love your brand.

Additionally, you can leverage your VIP audience in other ways. Some other ideas around how you may want to engage with your VIPs include:

  • Encourage them to spread the love on social media
    If someone is a VIP, that means they have shown that they love your brand. Encouraging them to tag you on platforms like Twitter and Instagram builds social proof.
  • Encourage them to refer a friend
    Referral programs are a great way to gain new repeat customers who look like your best customers.

Check out these blog posts for more ideas on how you can message your VIPs:

How can I build a segment of my VIPs?

Learn how you can target your best customers.

For more information on how to build a VIP segment, check out our docs:

What is an Engaged Segment?

An engaged segment is a segmented version of the main list that you use to collect email signups that only includes those who actively interact with your marketing content. Typically, new addresses feed into your newsletter list through forms or other subscription methods. However, because these lists are static, they can become dated over time as old email addresses begin to accumulate. This is why it's important to build a segmented version of your main list that only includes people who have recently shown interest in your brand.

Sending to an engaged segment is one of the simplest ways that you can ensure your emails are delivered to people who find them relevant and don't hit spam filters.

You should use your engaged segment in lieu of your entire main list, so send them the communications that you would typically send to that group. This can include things like:

  • Weekly newsletters
  • New product releases
  • Sale notifications
  • Event invitations
  • Blog updates

How often you send to your engaged segment should depend on the open rates you receive and the engagement criteria you specify. To maintain good email deliverability, monitor your open rates and make sure they don't fall below 10%. The more frequently you send, the tighter your engagement criteria should be.

For example, if you're a daily sender, your engaged segment should include people who were added to your list in the last 30 days and have opened or clicked an email in the last 30 days. If you send weekly, you can extend this number to 60 days, and so on.

Learn more about sending to an engaged segment:

How can I build an engaged segment?

Learn how to ensure that you're sending to your most interested subscribers.

For more information on how to build an engaged segment, check out our docs:

What Should I Do With My Unengaged Subscribers?

Unengaged subscribers are people who do not fall into your engaged segment. They're those who are not engaging in your emails and dragging down your open rates and sending reputation. It's important to isolate this group so that you can stop sending to them. This practice is called list cleaning.

There are a few different ways you can manage your unengaged subscribers:

  • Suppress them (recommended)
    Periodically suppressing your unengaged subscribers is a great way to ensure that you never accidentally email these people. Suppressing contacts means that their profiles will remain in your account intact, but you won't be able to send to them. Because suppressed profiles aren't emailable, they don't count towards your subscription plan and you won't be charged for them. Suppressed profiles can become unsuppressed at any time by re-subscribing, and you will retain all historic data about them.
  • Delete them
    Deleting unengaged subscribers means that you will remove them from your account entirely. If they ever interact with your brand, they will appear as an entirely new profile with no historic data.
  • Exclude them from your campaign sends
    In addition to the above options, you may also want to exclude your unengaged segment from all your campaign sends. This means that they can still have the opportunity to interact with action-based emails, like flows, and they will fall back into your engaged segment.

Learn more about how to handle unengaged subscribers:

How can I build a segment of my unengaged subscribers?

Learn how you can isolate your least engaged subscribers.

Learn more about how to handle unengaged subscribers:

How Should I Market To My Churn Risk Customers?

Churn risk customers are those who are about to become lapsed, but haven't yet crossed the threshold. You want to re-engage them while you still have the chance with a discount or other incentive to win them back. If you already have a winback flow set up, you can periodically send re-engagement campaigns once or twice a year to try to target customers before they lapse.

We recommend using plain text and being as personal as you can in the email by using the first_name tag and a from address like "Marissa from Klaviyo." Include content about any new products that have been released since they've become inactive and consider offering a discount to entice them to buy.

You will want to include prominent unsubscribe and manage preferences links, in case subscribers want to update their settings rather than unsubscribe completely. You may also want to consider segmenting your newsletter by email frequency to avoid bombarding subscribers with emails and causing them to become inactive in the first place.

Once you run your campaign, monitor your open rates closely to determine whether or not the campaign was successful. If you get open rates above 10%, you can consider the campaign successful and may want to repeat this practice annually. Once you've given your campaign time to make an impact, you may also want to suppress those who did not respond since they've proven to be unengaged.

Learn more about how to market to your churn risk customers:

How Can I Identify My Churn Risk Customers?

Learn how to identify customers who are about to become lapsed.

Learn more about how to market to your churn risk customers:

Wrap Up

Great job on finishing this course. By now, you should be a pro at segmenting your contacts.

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