Segmentation is dividing your email list into groups based on what people actually do, so the right message goes to the right person instead of one blast going to everyone. We build segments in Klaviyo from real behavior: what they bought, how recently, how often, what they browsed, and how engaged they are. Done well, it means more revenue per send and far fewer unsubscribes, because people stop getting offers that have nothing to do with them.
The blunt version of email is sending every message to your whole list. It works for a while, then it quietly wrecks your deliverability, because mailbox providers watch how people respond and start filtering a sender who emails everyone regardless of interest.
Segments we commonly build
- Engaged vs. unengaged, so your core campaigns reach the people who open and click.
- VIPs and repeat buyers, scored on order count and total spend.
- First-time buyers who need a second order to become real customers.
- Category and product affinity, so a customer who only buys one line hears about that line.
- Lapsed customers for win-back, and never-purchased subscribers who still need converting.
Segments are not set once and forgotten. They update live as customer behavior changes, and we use them both ways: to include the right audience and to exclude the wrong one, like keeping a recent buyer out of a discount blast they don’t need.
You don’t need fifty segments. You need the handful that map to real decisions about who hears what, and the discipline to actually send to them.
We build these segments in Klaviyo, using the order and behavior data it pulls from Shopify.