CHEAT SHEET
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Guide
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Segmentation
Page 4 30-day engaged
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120-day engaged
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7-day active
Page 11 30-day active
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Purchased at least once
Contents
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Localized subscribers
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VIP customers
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Likely gendered
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Recent subscribers
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Flagship 1X buyers
Audiens is a Shopify app that intelligently recommends your next campaign
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Segmentation
Segmenting your email list into groups of people that have something in common is one of the best ways to make your messaging stronger, more impactful, and more targeted.
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.
Audiens automatically creates segments like these
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30-day engaged email examples
5 Trending products Product stories Weekly digest
120-day engaged
These are the people who have opened an email at least once in the last 120 days. This is best used for big events or discounts to reach as many people as possible.
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.
Audiens monitors your segments for changes in buying behaviour
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120-day engaged email examples
New products Best-sellers back in stock Free shipping promo
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Quick note on engaged segments
You can create a segment for engagement based on any time span, but the two just shown are the ones that we recommend you focus on.
They are two specific subsets of your audience with a predictable engagement and purchasing pattern.
8 30-day engaged 120-day engaged
7-day active
These are the people who have been active on your site at least once in the last week. This audience is fairly similar to your 30-day engaged, but with higher buying intent.
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.
They’ve likely already received a browse-abandonment or a site-abandonment email. The next email you send could be the touchpoint they need to finally convert.
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7-day active email examples
Time-sensitive discount Exclusive free shipping ‘Last chance’ products
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30-day active
These are the people who’ve been active on your site at least once in the last month. This segment gives you some insight into something you may need to change within your funnel in order to get more conviction from your leads.
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.
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30-day active email examples
12 Expert endorsements Customer testimonials Press quotes
Quick note on active segments
You can create a segment for activity based on any time span, but the two just shown are the ones that we recommend you focus on.
They are two specific subsets of your audience with a predictable engagement and purchasing pattern.
13 7-day active 30-day active
Purchased at least once
These are the people who have purchased from you at least once over all-time. Those who’re most likely to buy are the people who have bought from you already.
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
Product range
High-margin products
Small discount
Audiens tracks what customers in each segment buy to inform future suggestions
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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.
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Localized subscriber email examples 17 New shipping location Popup events New store opening
VIPs
Your VIPs have purchased three times (big fans), or spent 5x your AOV (big spenders).
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
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19 Upgrade offer Surprise and delight Early access
VIP email examples
Likely gendered
This segment will consist of people who are either likely male or female. Like the ‘localized subscribers’ segments, these segments won’t be used often, but can be very effective when used properly.
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.
This is different for every brand, of course.
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Likely gendered email examples
Female-focused
Male-focused
Audiens recommends the best product to promote here
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Quick note on gendered segments
Klaviyo is not perfect in the way that it identifies its subscribers based on gender.
We recommend that most brands operate with a degree of caution with gendered segments and language.
Likely male
Likely female
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Recent subscribers
These people have joined your list in the last 14 days. You may need time to educate them on the products, community, and culture of your brand.
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.
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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.
If a subscriber is in this segment, it’s a perfect opportunity to upsell or cross-sell certain products that they may not have heard of or seen before.
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.
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Simple cross-sell
Category cross-sell
Other best-sellers
Audiens uses your past segment data to suggest the most-likely next purchase
Flagship 1X buyer email examples 25
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