Brenda Zambrano, Senior Email Marketing Specialist at Hustler Marketing
Klaviyo Elite Partner | 9 Years Retention Marketing Experience | 450+ Brands Scaled
Quick Summary
Klaviyo segmentation allows you to send targeted messages based on customer behavior, purchase history, and engagement. Most ecommerce brands underuse segmentation, leading to lower conversions and missed revenue opportunities.
- Segmentation improves targeting and conversion rates
- Built on behavior, engagement, and purchase data
- Enables more personalized campaigns
- Supports better deliverability and engagement
- Most brands don’t fully leverage segmentation
How Does Klaviyo Segmentation Work?
Klaviyo segmentation is built on customer data.
Default Data Klaviyo Tracks
Klaviyo automatically collects:
- Purchase history
- Browse behavior
- Email engagement (opens, clicks)
- Site activity
This forms the foundation for segmentation.
What Are Custom Properties?
Custom properties are additional data points you collect about your customers.
Examples:
- Product preferences
- Quiz results
- Gender, location, or interests
These allow for:
- More personalized campaigns
- More precise targeting
- Better conversion rates
The more relevant your data, the more effective your segmentation.
How Does the Logic Builder Work?
Klaviyo uses AND / OR logic to define segments.
Examples:
- Purchased in last 90 days AND opened last email
- Viewed product OR added to cart
This allows you to create:
- Highly specific segments
- Dynamic targeting rules
- Scalable personalization
Real-Time vs Static Segments
Real-time segments:
- Update automatically
- Add/remove users based on behavior
Static lists:
- Fixed unless manually updated
Real-time segmentation is what makes Klaviyo powerful.
What Are the Essential Klaviyo Segments?
If you’re not using these, your targeting is too broad.
Active Customers
Definition: Purchased in the last 90 days
Why it matters:
- Highest likelihood to buy again
- Ideal for campaigns and cross-sells
At-Risk Customers
Definition: No purchase in 90–180 days
Why it matters:
- Still recoverable
- Key segment for win-back flows
Lapsed Customers
Definition: No purchase in 180+ days
Why it matters:
- Low engagement
- Should be targeted carefully or suppressed
VIP Customers
Definition: Top 10–20% by spend
Why it matters:
- Highest lifetime value
- Should receive exclusive offers
High Engagement / Low Purchase
Definition: Engaged but never bought
Why it matters:
- Strong intent
- Needs conversion-focused messaging
New Subscribers
Definition: Joined in the last 30 days
Why it matters:
- Highest engagement window
- Key for welcome flows
One-Time Buyers
Definition: Purchased once, never returned
Why it matters:
- Biggest opportunity for LTV growth
Most brands send the same email to all of these groups, and that’s where revenue is lost.
How Do Klaviyo Predictive Analytics Segments Work?
Klaviyo includes predictive analytics that go beyond basic segmentation.
Predicted LTV
Estimates how much a customer will spend over time.
Churn Risk
Identifies customers likely to stop buying.
Expected Next Order Date
Predicts when a customer is likely to purchase again.
How to Use These
- Trigger flows based on predicted behavior
- Send campaigns at the right time
- Prioritize high-value customers
Predictive segmentation lets you act before the customer disengages.
What Is RFM Segmentation and How Do You Use It?
RFM stands for:
- Recency — how recently someone purchased
- Frequency — how often they purchase
- Monetary — how much they spend
How to Build RFM Segments in Klaviyo
Use combinations like:
- High recency + high frequency = VIP
- Low recency + high frequency = at-risk
- Low frequency + low monetary = low value
How to Use RFM Segmentation
- Personalize campaigns
- Prioritize high-value customers
- Adjust offers based on behavior
RFM is one of the simplest ways to improve segmentation immediately.
How Does Segmentation Impact Deliverability?
Segmentation directly affects deliverability.
When you:
- Send to engaged users → higher opens and clicks
- Avoid inactive users → fewer spam complaints
You improve:
- Sender reputation
- Inbox placement
Sending to everyone is one of the fastest ways to hurt deliverability.
What Are Common Klaviyo Segmentation Mistakes?
Too Many Overlapping Segments
Creates confusion and inconsistent targeting.
Never Auditing Segments
Outdated segments reduce accuracy and performance.
Ignoring Engagement Data
Sending to unengaged users hurts both revenue and deliverability.
Good segmentation is simple, clear, and maintained regularly.
How Should You Use Segmentation With Flows?
Segmentation makes flows more powerful.
Examples:
- Different welcome flows for VIP vs new users
- Different cart flows for first-time vs repeat buyers
- Different win-back flows based on churn risk
Flows + segmentation is where most performance gains happen.
If you’re unsure whether your segmentation is set up correctly, a structured audit can identify gaps and missed opportunities.
Get a Klaviyo segmentation audit.
Frequently Asked Questions
What is Klaviyo segmentation?
Klaviyo segmentation is grouping customers based on behavior, purchases, and engagement to send more relevant messages.
How many segments should I have in Klaviyo?
Start with 5–7 core segments, then expand as needed. Too many segments can reduce clarity and effectiveness.
What is Klaviyo predictive analytics?
It uses data to estimate customer behavior, such as lifetime value, churn risk, and next purchase timing.
How do I create a VIP segment in Klaviyo?
Segment customers based on top 10–20% of spend or purchase frequency.
What are custom properties in Klaviyo?
Custom properties are additional data points you collect, such as preferences or quiz results, used for deeper segmentation.
How does Klaviyo segmentation affect deliverability?
Sending targeted emails to engaged users improves inbox placement and reduces spam complaints.