10 Klaviyo Segments Necessary to Exceed Performance Expectations.

Add anyone who has opened your emails at least once in the previous 30 days. You can consider this your “evergreen” list as these subscribers are likely to open emails again and engage with frequently.

Generally, you should aim for a 30% open rate for most of your campaigns. It’s important to only send emails to engaged subscribers as you want to have good email open rates.

Subscribers who aren’t engaged can decrease your email open rate, so it might be best to send emails to a smaller group of people, especially for a list with more than 100,000 subscribers.

On Klaviyo, the list parameters should look something like this:

Some people only open emails once in a while, usually when a brand has a big announcement to make, in the run up to holidays, or during large sales. To reach as many people as possible with these kinds of events, expand the sending list to include anyone who has opened an email in the last 120 days.

Consider these subscribers as “occasional fans” who will open emails for big announcements even if they don’t engage with every email. In all likelihood, this will be about 98% of your subscriber list, and these individuals have the intention of buying from you again.

If subscribers haven’t engaged with an email in more than four months, it’s quite likely they have churned and now shop elsewhere.

The parameters should be set as follows for this list:

The next Klaviyo segment includes everyone who has visited your website in the last 7 days. Individuals who visit your website frequently have a high buying intent so they need a targeted approach.

These customers probably receive your emails already and have opened them frequently. It’s possible they already received browse abandonment or cart abandonment emails in the last week. The next email you send needs to ease their mind enough to create a conversion.

Setup the Klaviyo segment like this:

People in this group have visited your website in the last 30 days. They have a good idea of what they want but there is still something that prevents them from buying.

It’s a good idea to investigate why this is the case. They might just need the right message to convince them to make a purchase.

Here is what the Klaviyo parameters look like:

The customers that are most likely to support your business again are the ones who have already made a purchase, even if it was just once.

Customers who experience excellent post-purchase service are likely to provide product feedback.

Their reactions to emails should indicate whether they find your offer and communication appealing.

Set up this Klaviyo segment as follows:

Sometimes, you want to send an email to subscribers in a specific location (like a suburb or city) and that is where this segment comes in.

Klaviyo can identify the location of customers by using data from IP addresses and cookies.

The localised subscribers segment won’t be used frequently but it is effective if you want to convey information to a group of people in a specific geographic area.

The Klaviyo parameters are:

VIP Customers are your loyal supporters.

These customers have either made a purchase 5x your average order value (AOV) or made at least 3 purchases.

Because they are valuable, these customers should receive extra attention. Send VIPs early access to sales, give them the latest news, and show them you value their support.

The Klaviyo parameters are set up like this:

Depending on what you sell, you may want to split your subscriber list into those who are likely female or likely male.

This Klaviyo segment won’t be used frequently, but it can be beneficial on occasion.

For instance, you may have products appealing specifically to men or women, or you may want to target a specific gender with a Valentine’s Day offer. Similar groups could also be created based on other demographics like age.

Decide whether this subscriber list will work for your business. Otherwise, leave it out.

The likely gendered setup is shown below:

People who only joined your email list recently need some special attention to ensure they remain subscribed and make a purchase.

Usually, this includes anyone who subscribed in the last 14 days.

Recent subscribers need to be welcomed and educated about your brand and products. Although these subscribers will receive 30-day engaged emails, you might want to exclude them from some emails because they might not understand or find value in the content yet.

The Klaviyo screen should be similar to this:

In some cases, people may only buy from you once, but they choose to buy your #1 best seller product of all time.

These customers tend to ignore all the other products on your website.

Subscribers in this segment need some convincing to buy other products. It’s best to focus their attention on similar products, upsells, or cross-sells.

Klaviyo can be setup like this: