Klaviyo's Default Lists and Segments

read

Overview

Once you complete the Setup Wizard, you will have six default lists and segments populate in your account. These lists and segments identify key groups of people within your account and are designed to help you get off on the right foot with your sending strategy. The pre-populated lists and segments are as follows:

  • Preview List
  • Unengaged (1 Year)
  • Unengaged (3 Months)
  • New Subscribers
  • Engaged (3 Months)
  • Newsletter

Preview List

Your Preview List is a static list of people who you should send test campaigns to. This list should include yourself, as well as any other members of your organization who wish to receive previews of campaigns. Sending to this list will allow you to test the layout of your content in the inbox in a live send rather than a preview email sent from within the email editor. This can be particularly helpful if you would like to test if your email is mobile-optimized, clips in Gmail, and more.

Unengaged (1 Year)

Your 1-year Unengaged segment will contain the least engaged contacts in your Klaviyo account. Because one of the conditions of the segment is that someone's profile is at least 52 weeks (1 year) old, you shouldn't expect anyone to populate in this segment until you've been using Klaviyo for at least a year.

2019-02-25_13-17-20.png

The other conditions in this segment ensure that members have received at least ten emails, but haven't opened or clicked any of them. This gives contacts the opportunity to engage with your emails before filtering them into this segment.

You should exclude this segment from every campaign you send. This will ensure that you don't encounter deliverability problems by sending to people who will not open or click your emails.

Additionally, because the contacts in this segment are at least a year old, it's possible that they've been converted to spam traps. Internet service providers (ISPs) like Gmail, Yahoo, etc. use spam traps to identify which senders are emailing purchased or outdated lists. If they notice that you are sending to spam traps, they may blacklist your IP or sending domain. This, in turn, will cause your emails to be filtered in the spam folder, or blocked entirely from being delivered.

Unengaged (3 Months)

Your 3-month Unengaged segment includes contacts who were added to your account at least 90 days ago and have received at least five emails, but haven't opened or clicked any of them. This gives these contacts a 90-day grace period to open or click an email before they're added to this segment, and you shouldn't expect this segment to populate with anyone until you've been using Klaviyo for at least 90 days.

2019-02-25_13-39-32.png

If your campaign open rates are between 10-20%, you should exclude this segment from your future campaign sends.

New Subscribers

New subscribers are contacts who subscribed to your newsletter list in the last two weeks. If you've recently integrated your ecommerce platform or uploaded a CSV file of contacts to your newsletter list in the past two weeks, these people will all be included in this segment. Once someone has been on your newsletter list for longer than two weeks, they will filter out of this segment. There is another condition on this segment that excludes anyone who is suppressed; while it's not possible to email suppressed contacts in Klaviyo, excluding them from a segment gives you a more accurate calculation of how many people within that segment you can email.

2019-02-25_17-05-29.png

There are several reasons you may want to use this segment. First, if you integrate your Klaviyo account with Facebook, you can sync this segment to Custom Audiences to target new subscribers.

Second, if you have a Welcome Series flow set up, you may want to exclude new subscribers from your campaign sends until they finish going through the flow to ensure that you're not sending mixed messages.

Last, this is a good group to keep an eye on from a business intelligence standpoint. You may want to monitor how this number of people changes over time to ensure that your number of recent signups is growing.

Engaged (3 Months)

Your 3-month Engaged segment will be the primary group of people that you send to. This segment includes people who have opened or clicked an email at least once in the past 90 days. When you first start using Klaviyo, you won't see anyone populate in this segment until you send your first email, so your first campaign will not be sent to this group.

2019-02-25_17-11-39.png

When sending to this segment, you should also exclude a segment of people who haven't opted in to receive marketing emails. This will ensure that you don't email anyone who, for example, simply opened an abandoned cart email but never subscribed to your newsletter list. Failing to do so could lead to high unsubscribe or spam complaint rates for your campaigns, consequently causing inbox providers, like Gmail and Yahoo, to filter your emails into the spam folder.

Newsletter

This is the default "master list" that Klaviyo creates in your account. This should be the list that all new subscribers are added to, whether they sign up via a signup form, by opting in at checkout, or subscribe via any other acquisition method that you use. You should send to this list whenever you're trying to reach a broad audience, but ensure that you exclude your 1-year and 3-moth Unengaged segments to ensure that your open rates are above 10%.