Once you complete the Klaviyo setup wizard, you will have six default lists and segments populated 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)
When you add an integration to your Klaviyo account, a series of default ecommerce segments are also populated in your account.
New to Klaviyo and need inspiration for segmentation? Check out our Guide to Creating Segments.
Your preview list is a static list of people that receive your test campaigns. 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 want to check that 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 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.
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 use spam traps to identify which senders are emailing purchased or outdated lists.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 send to spam traps, they may blocklist 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. You shouldn't expect this segment to populate with anyone until you've been using Klaviyo for at least 90 days.
If your campaign open rates are between 10-20%, exclude this segment from your future campaign sends.
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 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 also a condition in 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.
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, 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 is the primary group of people that you should 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.
When sending to this segment, 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.
Learn more about how contacts are added to your Klaviyo account.
9/20/21 Update: with the release of iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple will change the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.
If your campaign analytics show a large number of iOS openers, we suggest adjusting your engaged segment definition to use other signals of engagement like clicks, purchases, or site activity.
For complete information on ways to potentially mitigate these Apple open changes, visit our iOS 15: How to Prepare for Apple’s Changes guide.
This is the default "main 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. Email this list whenever you're trying to reach a broad audience, but ensure that you exclude your 1-year and 3-month unengaged segments to ensure that your open rates are above 10%.
Once you add a native ecommerce integration (such as Shopify, BigCommerce, WooCommerce, Magento 1, and Magento 2) to Klaviyo, the following segments are also added to your account:
- Churn Risks
- Potential Purchasers
- VIP Customers
- Winback Opportunities
- Repeat Buyers
A churn risk segment includes anyone who has purchased from your store at least once but has since lapsed in engagement. This gives you insight into who may soon turn toward another brand completely. You will want to re-engage these profiles with campaigns that include targeted content and a discount or other incentive.
You may have a high churn risk if you have a large number of one-time purchasers, in which case you will want to focus your marketing efforts on retaining customers after their first purchase. Consider creating upsell and cross-sell flows to send after someone makes a purchase, guiding them in the direction of other products they may be interested in.
A potential purchaser segment includes anyone who engaged with your brand in the past month but has yet to make a purchase. This is a good segment to target with campaigns, ads, and forms as they are interested in your brand and may benefit from a gentle reminder to purchase.
A VIP customer is one who has purchased from your site recently, does so frequently, and has spent a lot of money on your brand. You can redefine this segment to match your business preferences and customers’ buying cycles, but the default options are shown below.
Your winback opportunities segment includes former customers who are not suppressed but who have not placed an order in an extended period of time. A best practice is to generate a winback flow to re-engage these individuals and remind them of the value of your brand.
A repeat buyer is someone who has purchased from your store multiple times and will likely do so again. They are a good audience to target with branded content as they are already interested and may need a nudge in the direction of another purchase.