Recommended SMS segments reference

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Learn how to create segments that will level up your SMS marketing strategy. Segmentation allows you to better understand your audience and send targeted messages in Klaviyo. 

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.

A segment of engaged SMS subscribers

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.

A segment of subscribers that prefer SMS over email

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.

A segment of VIP purchasers who are susbcribed to SMS

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.

A segment of SMS subscribers located within 100 miles of a zip code

You can also segment your SMS subscribers based on their phone numbers's country code. For details, check out this article on segmenting SMS subscribers by country

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.

A segment of SMS subscribers with low predicted customer lifetime value

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.

A segment of profiles that have a certain profile property

Received virtual contact card

You can create a segment of people who received a virtual contact card:

  • 1.0 means you sent this profile a virtual contact card.
  • 0.0 means you have not sent this profile a virtual contact card.

Note that this segment should only include those in the US or Canada. Since virtual contact cards are MMS messages, anyone in the UK, Australia, or New Zealand will not be able to receive them. 

We also recommend adding a condition to say someone opted into SMS more than 30 days ago, to avoid messaging those who are in your welcome flow.

The example below shows how to set up a segment for those who didn't receive a virtual contact card. 


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