Getting Started with Klaviyo - Understanding Your Customers Through Segmentation



This recording is part of our Getting Started webinar series. You can check out all the details and sign up for a live session by visiting the webinar series landing page.

This session covers how you can use segmentation to learn more about your customers and find highly targeted groups to send specific and personalized messaging. We dig into the following topics:

  • The difference between lists and segments
  • An overview of the segment builder
  • How to build an engaged segment
  • How to build an unengaged segment
  • How to build a VIP segment



Do segments always pull contacts from a list?
No, Klaviyo's segments will pull from every contact in your account, provided they meet the conditions of the segment. There are likely a number of profiles in your account who were added through "general engagement" and synced with an integration. For example, if you integrate your ecommece platform with Klaviyo, we will add the email address of people who abandon a cart to your account, which is what allows us to send them triggered abandoned cart flows. That said, this does not constitute the contact opting in to receive campaign emails from you, so it is important to be conscious of this when emailing segments. This is why we recommend adding a condition to restrict your segment to a specific list when sending a campaign.

Is there a way that I can automatically suppress contacts?
Right now, it's not possible to automatically suppress contacts in your account. We recommend setting up a sunset flow to identify and tag unengaged contacts, and then periodically suppressing a segment of profiles with this tag. You can find more instructions on how to do this here.

Is there a way that I can automatically resend a campaign to people who didn't open it?
No, in fact, this is a practice that we generally discourage. Rather than building a segment of people who didn't open a particular email and then sending them the same campaign once again, you may instead want to sync this segment with Facebook Custom Audiences in order to try to reach them on a different platform that may be more effective for them. Sending frequently to people who don't open your emails is the fastest way to create a deliverability problem for yourself.

Should my regular weekly emails be sent to a list or segment of people?
This depends on how old your newsletter list is and whether or not people on this list are consistently opening your emails. If you are a brand new business and everyone on your newsletter list was added organically in the last few months, then you can simply send your campaigns to this list. If you have an older newsletter list that maybe you established a couple of years ago on a previous email service provider (ESP), you will want to create an engaged segment based on this list and instead send to this group of people instead. This ensures that your campaigns will have strong open/engagement rates.

If I segment based on location, how do I manage people with unknown locations?
There are a couple of ways that Klaviyo sets a contact's address. If they've never purchased before, we will set their address using IP Geolocation. If the customer has purchased before, we will use their billing address as their location. If you're concerned that there are a number of contacts in your account that don't have locations, you can create a segment of people whose Country is not set. This will allow you to identify contacts that we don't have a location for, and if you have further questions you can reach out to our support team.

Do you market sales towards lists or segments?
It's fine to send a broad sale email to your newsletter list for important events, but segments are an excellent tool to use to reach beyond this audience and tailor further messaging to how people have interacted with your broader campaign send. Our Black Friday / Cyber Monday Crash Course walks through a lot of these concepts, and the segmentation strategy used here is also applicable to other types of sales.

When first starting, what's considered a "good" open rate?

In order to have a good sender reputation and to make sure you're hitting the inbox, open rates above 20 percent are considered good. 

Is there a library of suggested campaigns for certain segments?

You can check out this helpful article on creating a content calendar for ideas on who and what to send to your customers. Additionally, this article on Create Customer Engagement Tiers is will help with segmentation inspiration. 


Use the following resources to learn more about the concepts covered in this webinar.

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