Segmentation allows you to better understand your audience and send targeted messages in Klaviyo. While you may already be familiar with the basics of segmentation for email, in this article, you will learn how to create segments that will level up your SMS marketing strategy
New to SMS? Head to Getting Started with SMS and MMS for information to help you along the way.
SMS Subscribers Segment
First, it is crucial to create an SMS subscribers segment if you use Klaviyo for both SMS and email. This ensures that you do not confuse your audiences, especially if you use one main list for both channels. Moreover, you can use this segment to monitor SMS growth over time.
It is a best practice to avoid messaging this segment often; instead, build upon it with conditions around engagement and customer behavior. This creates more specific segments that you can target with relevant content. Tailoring your SMS copy to fit the right audience will help you avoid unnecessary unsubscribes from those who feel overwhelmed by content that does not relate to them.
SMS Engaged Segment
Similar to an engaged email segment, an engaged SMS segment allows you to target those who regularly interact with your content. In your segment definition, include anyone who has recently (e.g., in the last 30 days) interacted with your SMS content or subscribed to SMS. This ensures that you only message those who want to receive your content.
You can also use engagement tracks to create a sending schedule for your SMS content. For more information around measuring engagement and sending to different tiers, read our article on how to Create a Sending Schedule Based on SMS Engagement.
Prefers SMS Segment
If you employ both SMS and email in Klaviyo, you may have subscribers who prefer one communication channel over the other. Create a segment using their direct behavior as conditions. In the example below, any profile who interacts with your SMS messaging often and has not recently interacted with your emails will be included. In your text messages, consider including copy that prompts these subscribers to re-engage with your email content with deals or special offers. Moreover, communicate any major updates via text (and potentially email as well) to ensure that these subscribers get that message.
SMS VIP Segment
An SMS VIP segment allows you to hone in on your most valuable customers who have opted into SMS marketing. Send this group exclusive deals and promotions, and let them know that you appreciate their ongoing support. You can either build this from scratch or clone an existing email VIP segment and add new conditions around SMS.
VIP criteria will look different in each account. Create a definition that best fits your business with regard to your product prices and customer buying cycle.
For more information on how to segment and target VIP customers, head to our Guide to Running a VIP Program.
SMS Location-Based Segment
A location-based segment allows you to focus your SMS marketing efforts on those within a designated geographic area. For example, If you are running an SMS campaign for an event at your brick-and-mortar location, you may only want to send a text to those who are within driving distance to that location.
SMS Gender Segment
If you collect information around your customers’ genders, you can create segments to market your men’s or women’s product lines or send gender-specific messaging throughout the year. For example, you can send an SMS campaign on both International Women's Day and Galentine’s Day to a Women’s SMS segment.
Alternatively, if you collect properties that are not gender-specific, but better serve your brand, use these to generate your segment instead. For example, these properties may include those who are parents; in which case, you can send them seasonal Mother’s/Father’s Day or back-to-school SMS campaigns.
SMS Budget Shoppers
An SMS Budget Shoppers segment includes those who engage with your SMS messaging and have purchased from your store. However, their shopping behavior shows that they are either thrifty or frequently purchase during sales. You can create a segment around this behavior using customer lifetime value (CLV) or previous purchase history. Then target these segments primarily with sale messages to encourage another conversion. The example below targets any SMS subscriber whose predicted CLV is at most $10; however, the amount you deem as a low CLV will vary depending on your business and pricing.
SMS Marketing Preference Segment
In some cases, you may ask SMS subscribers for the exact content that they want to receive from you. They may opt-in to get messaging around events, flash sales, or new products. You can make each of these a profile property and then create segments for subscribers who only want to hear about specific announcements via SMS. In the example below, this segment will include those who want to hear about product launches via SMS.
Overall, SMS segments allow you to better understand your subscribers so that you can target them based on their shopping behavior, interests, and engagement. Alongside these messages, it is best practice to build out a comprehensive strategy with emails, forms, and social media as well. For more information on leveling up your segmentation strategy across communication channels, head to our Guide to Advanced Segmentation.