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Guide Klaviyo Segments v2
Guide Klaviyo Segments v2
created by
Audiens
Contents
Page 3 Page 16
Segmentation Localized subscribers
Page 4 Page 18
30-day engaged VIP customers
Page 6 Page 20
120-day engaged Likely gendered
Page 9 Page 23
7-day active Recent subscribers
Page 11 Page 24
30-day active Flagship 1X buyers
Page 14
Purchased at least once
This resource will help you understand how, what, and why
you should segment your audience in Klaviyo,
from least to most advanced.
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30-day engaged
These are the people who have opened an email at least once in the last 30 days.
This is the closest thing you can get to an evergreen list.
For lists over 100K, only send emails to people who are likely to engage with it.
For deliverability purposes, aim for 90% of your campaigns to reach a 30% open rate.
If you send campaigns to unengaged subscribers, your open rate will naturally drop,
and most email clients will keep you in the promotions tab until you regain trust.
Best thought of as your ‘casual fans’ they’re not going to open or click on every email,
but will likely engage when there’s a big announcement or a sale.
This list should be treated as 98% of the people who are interested in the brand and
intend to buy again. If they haven’t engaged in over four months, they’ve likely churned.
If they’ve been active on the site recently, you can assume that they’re more interested
in your products than your engaged segment, who have only opened an email.
9
7-day active email examples
They have high buying intent, but need the right messaging to reach the finish line.
Send campaigns about objection handling and what makes your product superior.
They’re 60-70% ready to buy, and 100% ready for you to tell them why they should.
11
30-day active email examples
As long as your post-purchase experience is high quality, you can rely on this segment
to give you meaningful feedback on any product drop or discount.
Their actions will tell you if your emails are effective, especially if you have a reasonably
low AOV. If you do something they like, they’re extremely likely to convert.
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Purchased at least once email examples
Audiens tracks what customers in each segment buy to inform future suggestions 15
Localized subscribers
These segments will consist of people who identify as living in a certain city or state.
Klaviyo can pull data from IP addresses via cookies to figure out their location.
This is helpful if you ever want to release a product to customers in a certain place,
such as clothing that represents LA, London, Paris, etc. Or perhaps if there’s a shipping
delay to a country, you can send a targeted notification.
This segment won’t be used often, but it can be very effective when needed.
16
Localized subscriber email examples
There may be some overlap, but both types of customer need to be treated
differently from the rest of the people on the list.
Your VIPs should receive early access to deals and drops, and will give useful feedback.
Do not let your VIPs go too long without being validated for being a VIP, because they
deserve to be recognised for the amount of support they’ve given you!
Audiens can notify you when your VIP segment is getting bored 18
VIP email examples
For example, Valentine’s Day. For a holiday like this, you may speak to your male
audience differently to how you’d speak to your female audience.
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Likely gendered email examples
Female-focused Male-focused
The welcome series typically handles this, but there may be some campaigns that
only a matured audience will understand, so use this as an exclusionary segment.
E.g. send an email to your ‘30-day engaged’ list, and exclude ‘recent subscribers’ if you
think certain information is unhelpful to the un-initiated.
23
Flagship 1X buyers
These are people who have bought your #1 best seller once over all-time.
Many DTC brands have 100s of SKUs, and only a few main products that everyone buys.
Language like “if you liked X, you’ll love Y” will likely resonate well. They’re not raving fans
of your brand, but if you recommend the right product, it’s possible that they will be.
24
Flagship 1X buyer email examples
Audiens uses your past segment data to suggest the most-likely next purchase 25
Not got enough time to make these?
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