Email marketing segmentation

Klaviyo’s segmentation gives you deeper insight into who your customers are and how they behave. By creating segments based on customer actions and attributes, you gain a multi-dimensional understanding of your audience.

Marketers can see exactly what drives different customer groups and adjust messaging or strategy to match. This level of insight helps you make data-driven decisions rather than relying on guesswork.

– Behaviour-based segmentation: Create segments based on customer interactions—for example, group subscribers by website browsing activity, email engagement (opens/clicks), or purchase history. These behaviours reveal interests and intent that you can target specifically.

– Demographic targeting: Collect zero-party demographic data (like age, gender, or location) to tailor your messaging. For instance, send region-specific promotions or age-relevant product recommendations to the appropriate segments.

– Engagement level filtering: Identify and target subscribers based on how often or recently they’ve engaged with your brand. You might re-engage a “dormant” segment with a win-back campaign, or send exclusive offers to your most active, loyal customers.

One of Klaviyo’s biggest strengths is dynamic, real-time segmentation. Your segments aren’t static lists—they update automatically as customer data changes. This means your targeting is always accurate and up to date, without manual effort.

You can also leverage Klaviyo’s AI-powered predictive analytics to get ahead of customer behaviour. In practice, this means you’re always a step ahead, responding to what customers are doing right now and even anticipating what they’ll do next.

Auto-updating segments: Once you set up a segment in Klaviyo, it will refresh itself automatically whenever a subscriber meets (or no longer meets) the criteria. If someone just made a purchase or clicked an email, they move into the appropriate segment. You don’t have to constantly manage lists—Klaviyo does it for you in real time.

– Predictive analytics integration: Klaviyo’s segmentation integrates with predictive data models to help you anticipate customer behaviour. For example, you can segment customers by predicted churn risk or predicted customer lifetime value. Using these AI-driven insights, you can proactively target at-risk customers with re-engagement messages or reward your high-value shoppers, before those opportunities are lost.

– Customisable conditions: Every business is different, so Klaviyo lets you define your own segmentation rules with endless flexibility. You can combine multiple conditions (attributes, behaviours, time windows, etc.) to build segments that align precisely with your goals—whether that’s identifying VIP customers, recent shoppers, frequent browsers, or any group important to your strategy.

Segments aren’t just about organising contacts—they’re about driving better results. Email campaigns sent to well-defined segments consistently outperform generic blasts. By delivering more relevant content to each audience, you’ll see higher open and click rates, improved deliverability, and, ultimately, more conversions.

Marketers using Klaviyo’s segmentation often report significant lifts in revenue and engagement. For example, cosmetics brand Jean&Len, combined data collected in Klaviyo on their customers’ interests, engagement rate and likelihood to purchase – to create segments which increased their email open rates by 185%, to 46.5%. When you send the right content to the right people, they respond—and your bottom line benefits.

– Personalised content delivery: Segmentation enables you to craft messages that resonate with each group. Rather than generic copy, you can personalise product recommendations, imagery, and offers for each segment. This relevance grabs subscribers’ attention and encourages them to act, leading to higher engagement with your emails.

– Improved deliverability: Targeted emails reduce the chances of subscribers hitting “unsubscribe” or marking messages as spam, because they’re receiving content they find valuable. By segmenting out unengaged contacts and tailoring frequency per segment, you protect your sender reputation and see better inbox placement. In short, more of your emails reach the inbox and get welcomed by recipients.

– Increased revenue: Ultimately, sending the right message translates to more sales. Segmented campaigns have higher conversion rates because they speak directly to the customer’s needs or stage in the buyer journey. You’ll drive more purchases and repeat business by nurturing each segment with the appropriate offers and content. Many Klaviyo brands cite double-digit lifts in revenue after refining their segmentation strategy.