Lists and segments

Learn about the benefits of using one main list per marketing channel (e.g., SMS and email) and how to organize your lists in Klaviyo. Additionally, see the tools you can use to identify and target subscribers based on their behavior or how they subscribed.

Learn how to preview a segment’s membership before you create it. Previewing segments can help speed up the creation process by providing insights into who is included, and allowing you to troubleshoot without waiting for a segment to generate. These features are supported for segments with 100 or fewer criteria.

Learn the difference between segments and lists, which are 2 Klaviyo tools you can use to keep track of your subscribers and contacts. Segmentation is one of the most important aspects of your Klaviyo account. Not only can you get extremely granular with your data, but segmentation happens fast, allowing you to get back to your data-driven marketing. That being said, it is important to understand the difference between segments and lists when getting started with Klaviyo.

Learn the various ways profiles in Klaviyo are added to or removed from lists. In most cases, a profile is added to a list when they subscribe and removed when they unsubscribe from that list. There are also a few ways to add and remove profiles from lists manually or through an integration, as outlined below.

Learn about the default lists and segments provided for all new Klaviyo accounts. Once you complete the Klaviyo setup wizard, you will have several 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:

Learn how to export any list or segment in Klaviyo to a CSV file.

You will learnLearn how to clean your email lists to avoid sending to contacts who aren’t interested in your content. This process allows you to keep in touch with the subscribers who are most engaged with your messages, so you are seen as a trusted sender with a good reputation.

How to create a static list of profiles who converted from one or most previously sent campaigns. These lists created using converted profiles can be use to retarget profiles who converted to send targeted upsell and cross-sell campaigns or exclude profiles who converted from follow up sends.

Learn how to add subscribers to a list in Klaviyo. Uploading contacts is key when getting started with Klaviyo, particularly if you’re migrating from another service provider or pulling in information from a third party.

Learn how to edit dates in Excel and Google files to match the required date format in Klaviyo. This will make the process of uploading a CSV with customer data seamless and help you avoid upload errors.

Learn how to use Klaviyo's list import tools to add contacts from a former ESP into your Klaviyo account, as well as other best practices for getting started with Klaviyo.

Learn how to access and analyze your list growth report. For every list in Klaviyo, you can access a growth report that captures data regarding your list's changes over time. Use this tool to monitor business trends and expand your business.

Learn about unsubscribes in Klaviyo, and how to manually unsubscribe contacts yourself.

Learn how to merge 2 or more lists in Klaviyo. We recommend maintaining 1 list per channel to streamline list cleaning, stay organized, and better understand your audience. Merging lists allows you to clean up your account and remove unnecessary lists without sacrificing data.

Learn how to remove globally suppressed and unsubscribed profiles from a list, so your list contains only active, emailable profiles.

Learn how to verify that contacts are being added to your list.

Learn the difference between single and double opt-in, why double opt-in is important for both SMS and email, and how to update the opt-in settings for a list or keyword in Klaviyo.

Learn how to locate the unique ID assigned to every list in Klaviyo. In addition to lists, every user, flow, campaign, segment, and more.

Learn how to access a list's unsubscribe page editor and the shareable unsubscribe link you can provide to subscribers upon request.

Learn how to locate a list's subscribe link, which you can share with potential email subscribers to enable them to sign up for your email marketing.

Learn how to create and use segments in Klaviyo, which are a powerful tool for understanding your audience and sending targeted messages.

Learn effective advanced segmentation strategies that provide insights into your customer base and create highly personalized experiences for your subscribers.

Learn more about AND and OR connectors and how they are critical to setting up segments and flows in Klaviyo. These connectors define who will be grouped within your segments as well as when someone will receive flow messages. In this guide, we will go over what differentiates the 2 conditions and when to use each to target the right audience.

Learn how to build segments with AI built directly into Klaviyo’s segment builder. This tool accepts natural language inputs (i.e., normal phrases and sentences) and converts them into a Klaviyo segment.

Event funnels in segmentation lets you build segments based on a specific sequence of events. Previously, segmentation only allowed you to check if someone had or hadn’t done certain actions, but not the order in which those actions happened. You can now target users who completed a series of actions in a particular order, unlocking more advanced behavioral targeting and analysis.

Learn the criteria for an inactive segment, how to manually deactivate segments, as well as how to reactivate one.

Learn more about segment conditions, including how to filter your conditions and more. When building segments in Klaviyo, conditions are the building blocks that you customize to either include or exclude certain sectors of your audience. In a nutshell, profiles will only appear in your dynamic segments when they meet the specific conditions you make when creating the segment.

Learn how date-based segment conditions work in Klaviyo. Date-based segments are powerful tools to develop a better understanding of your subscribers. You can create segments of recent purchasers or site visitors, subscribers who have a birthday this month, and more.

Learn about segmentation and properties that aren’t set or have no values in Klaviyo. These changes were implemented in April 2023.

Learn how segments (i.e., dynamic groups of profiles in Klaviyo) update. Most segments update in close to real time, and profiles move in and out of segments based on whether or not their interactions with your brand match the conditions you set. Once you create a segment, it pulls members from all people in your account based on the definition you establish.

Regex matching lets you filter profiles based on text patterns instead of exact values. This is useful for finding profiles that follow a specific format, like email addresses from certain domains or phone numbers in a particular format.

Learn how to identify your unengaged email subscribers, so you can avoid contacting them to improve and maintain your deliverability. Once you've identified your unengaged subscribers, consider excluding them from most of your campaign sends. In this article, you will learn how to create an unengaged segment.

Learn how to segment subscribers by the coupon sent to them.

Learn how to build segments based on whether someone is subscribed to or able to receive marketing via a particular channel (i.e., email, SMS, or push notifications).

Learn how to identify push notification subscribers who are highly engaged with your marketing. Once you identify these subscribers in a segment, send campaigns to this group to ensure you only contact people who want to hear from you.

Learn how to identify Apple’s Mail Privacy Protection (MPP) opens in your Klaviyo segments, including how to build segments that aren’t inflated by these automatic opens. Head to Klaviyo’s blog to learn more about iOS15 and MPP.

Learn how to segment your audience based on birthday and view example segments that you can build in your own account.

Learn how to segment using average order value (AOV). AOV is the total monetary value of your conversions (orders) divided by the number of conversions (orders that took place). You can use AOV to create segments for high and low value customers. Then, use these segments to create targeted messaging based on your subscribers' shopping habits.

Learn how to identify your least engaged email subscribers, so you can avoid contacting them to improve and maintain your deliverability. Once you’ve identified them, consider excluding them from your marketing initiatives, sending them one final re-engagement attempt, or suppressing them during list cleaning. In this article, you will learn how to create this segment.

When sending an important email campaign, it is useful to know who in your audience does not open your message. With this knowledge, you can retarget non-openers on other channels (e.g., social media) or resend key content that they won’t want to miss out on. This article will walk you through how to build a non-opener segment and best practices for retargeting these subscribers.

Learn how to create segments to see who submits your Klaviyo forms and how they responded. By creating and analyzing the right segments, you can glean information about who enters your account through Klaviyo forms. This information will show you which forms work best for your audience, and allow you to analyze customer behavior and properties over time.

Learn how to identify site visitors who have recently abandoned a cart in order to target them across marketing channels. For example, you can create a recent cart abandoners segment and sync it to Facebook Custom Audiences to drive them back to your site, or you can create an exit-intent popup targeting shoppers as they're about to leave your website. While it's not possible to dynamically display the specific items left in someone's cart as you would in an abandoned cart email, you can still remind them of items left behind with the language and CTA you use.

Learn how to use segments to identify active profiles in your account that aren't explicitly opted in to marketing. When sending campaigns, it can be useful to exclude this segment from some campaign sends. This can be done in place of adding conditions to your target segment to only include opted-in subscribers.

Learn how to create a customer lifetime value (CLV) segment and export any key CLV information. CLV is part of Klaviyo's predictive analytics and can be a powerful tool to use in segmentation. It is the total amount, both past and predicted, that a customer will purchase from your brand over time. CLV segments allow you to group customers based on this amount so that you can send them relevant content and trigger segment-based flows. For example, you can use historic CLV to build a VIP welcome flow or use predicted CLV to send targeted campaigns to customers who will likely spend a certain amount over the course of a year.

Learn how to provide different email frequency preferences to your subscribers so you can pre-emptively set expectations and provide more relevant content. Allowing your subscribers to choose how often they hear from you is a great way to maintain engagement and reduce unsubscribes. If you come on too strong and email your subscribers very frequently, you risk having new signups unsubscribe right off the bat.

Learn how to create a repeat purchaser segment, which allows you to see which customers in your account have returned to buy from your brand after their first purchase. This allows you to gain insight into your customers' shopping behavior and target them accordingly.

Learn how to identify a group of people who have purchased a particular item but have not purchased a specific related item, in order to target them with a cross sell message. For example, if someone purchases a video game console, you might consider targeting them with content about the most popular video games for that console that they haven't yet purchased.

Learn how to use location-based segments to send campaigns by region, target forms to customers in a particular area, or better understand a subset of your customers. Note that Klaviyo determines a profile's location when syncing a billing address for that contact or, if they have not yet purchased, by tracking their IP geolocation. Learn more about how location is set on Klaviyo profiles.

Learn how to create an engaged email segment, which can help you improve your open, click, and conversion rates.

Learn how to identify VIPs from your customer base using Klaviyo segments, which can be useful if you run a rewards program or want to know who your most valuable customers are. Identifying and segmenting your VIP customers can help you build loyalty and a more personal relationship with some your best customers, so you can increase their average order value and lifetime value as a customer.

Learn how to create espresso shot segments for email, SMS, and mobile push.

To keep Klaviyo fast and reliable, there is a maximum number of lists and segments that can be created in each account. You may see warnings or be blocked from creating new lists or segments once your account reaches its limit.

Learn how to create a sending schedule based on customer engagement. This is key to achieving strong open rates and maintaining a positive relationship with your subscribers. Sending too often to unengaged profiles will hurt your sender reputation, whereas sending too infrequently to engaged customers is leaving money on the table. It's best to achieve a happy medium through the use of segments and sending schedules. In this article, you'll learn how to segment subscribers into engagement tracks that will inform your sending habits.

Learn how to use segmentation to create customer persona segments based on the actions they have taken. This allows you to send more relevant marketing communications so you can gain the most value from your audience.

Learn how to offer your subscribers the option to opt out of emails and SMS related to specific holidays like Mother’s Day, Father’s Day, BFCM, or Christmas. Then, learn how to exclude those who opt out of those messages. Holidays can be a sensitive time of year for some members of your community, so allowing subscribers the option to opt out can be a way to build trust and provider a better customer experience.

Learn how to take a random sample from a list or segment in Klaviyo. This can be useful when running a contest or giveaway, or when you'd like to send a message to a random subset of an audience.

Learn how to collect someone's preferred language and then target them in that language.

Learn how to troubleshoot errors that occur when uploading a CSV of contacts to a new or existing list in Klaviyo. Uploading reviews? Head to our article on how to import reviews.

Learn what Invalid _ format error messages mean and how to avoid these messages when uploading a list using a CSV file.

Learn about duplicate or missing identifier errors and how to resolve them in your list uploads.