How to exclude recent purchasers from a campaign

You will learn

Learn how to skip recent purchasers from promotional campaign messages. Excluding these customers from certain messaging means they won’t be inundated with emails or texts after they’ve already converted, or be confused by a promotional offering they’ve already used.

Create a recent purchasers segment

To exclude recent purchasers from a campaign send, you must first identify them using a segment. This example uses Placed Order, so purchases must be recorded in Klaviyo under that metric.

1. Navigate to Audience in the left sidebar in Klaviyo.
2. Choose Lists & segments.
3. Click Create.
4. Choose Segment.
5. Add a descriptive name, like Recent purchasers. If you entered the name in a side panel, click Create segment to open the segment builder.
6. Create a segment with the following definition:
   • What someone has done (or not done) > Placed Order > at least once > in the last 3 days
     

7. Click Create segment.

You can adjust the timeframe of the segment based on your business needs (e.g., 24 hours, 10 days).

Exclude recent purchasers from a campaign

After creating this segment, you can exclude it from any campaign send. To do so:

1. Create an email, SMS, or push campaign as you normally would.
2. In the Audience section, choose the lists or segments to include under Send to, then select + Don't send to.
   

3. In the Don't send to field, choose the recent purchasers segment you created above.
   

4. Click Next, finish creating your message, and continue to the review step. Resolve any issues, then click Schedule or send.
5. Choose when to send. If you schedule for later and see Determine recipients at send time, turn it on before confirming. For an email campaign using Smart Send Time, this setting is labeled Determine recipients at start of sending.
   

Even with this setting on, Klaviyo finalizes recipients once, shortly before the first messages go out. A purchase recorded after recipients are finalized won’t remove someone from this campaign. This also applies when recipients receive messages at different times.

1. Click Schedule message to confirm the scheduled send, or Send now to send immediately.

Outcome

The campaign excludes profiles in your recent purchasers segment when Klaviyo finalizes its recipients. Add this segment under Don't send to for each later promotional campaign where you want to exclude recent purchasers.

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