How to Use Segments in Klaviyo to Increase Email Engagement
A key to ecommerce is running successful email campaigns. As you grow and your newsletter list starts to fill out, giving targeted incentives and deals gets more and more complex. Marketing to the correct customer profile for specific purposes such as cross-selling or mitigating churn risk can be challenging if you only have one vast default email list. Luckily, some tools like the Klaviyo platform allow you to create complex email segments, letting you target specific lists of subscribers based on different criteria.
What are Segments in Klaviyo?
Klaviyo has email segmentation capabilities, allowing you to create a segment of people defined by information such as location proximity, customer lifetime value (CLV), average order value, or other customer data. When you navigate to the Lists & Segments tab within Klaviyo, you can create a new segment through the button on the top right corner. Here, you can pick different custom attributes from the property dropdown for your segment, such as location, use of varying discount campaigns, and if they have bought a specific product but not purchased related products.
Why is Segmentation Important in Klaviyo?
You can appeal to their specific interests and needs by tailoring your marketing campaigns to custom audiences, generating significantly more clicks than with a blanket email campaign. Using these segments to create personalized and targeted content helps increase customer engagement and drive traffic back to your store. You can also use segments for business information purposes, exporting the CSV file to analyze different types of customer data.
Are Klaviyo Segments Dynamic? (Do They Update Automatically?)
Yes, your Klaviyo segments are dynamic. For example, when launching a new product, you can set a segment to see a complete list of customers who add that specific item to their cart and purchase it as it happens. Klaviyo segments pull from all of the different contacts in your account, from VIP customers to completely inactive subscribers.
How Often do Segments Update in Klaviyo?
Segments update in real-time to adapt to customer's changing conditions. According to Klaviyo, this means that "your segment will update shortly after a customer takes an action that qualifies them based on the definition you created (e.g., placing an order or opening an email)." Note that any segments that use relative time conditions will update once every 24 hours.
What is the Difference Between a List and a Segment?
Lists, like segments, also contact groups. However, unlike segments, they are static depending on the signup form used to apply to them or where you manually add them. Segments can grow and shrink dynamically and continually as customers trigger the conditions needed to add them.
Practical Segmentation Ideas for Klaviyo
Using segments can seem overwhelming with the vast amount of criteria you can use to create them. To help get you started, here are a handful of practical segmentation ideas that you can use within Klaviyo for your marketing campaigns:
By product interest or category
Many ecommerce stores have different categories of products. For example, you may be a store that sells computer peripherals, such as keyboards, monitors, and associated items. You can segment your users into those explicitly interested into separate categories, such as those who browse and purchase your keyboards but aren't interested in your monitors.
Segmenting by product interest allows you to send discounts, new product announcements, and special events to those likely to purchase that product line. For example, if you have a user who only buys monitors from your company, why would you send them badgering emails about your keyboard specials?
By email type preference
Many marketers run several different types of email campaigns, from general newsletters to new event notifications. Not all users will appreciate these various contact points, so let them choose their preferences for what types of communication they want to be involved in. Giving your customers agency in this decision-making helps prevent them from getting frustrated by your email campaigns and increases the chances that they won't get burnt out on your communications.
By email frequency preference
In the same way that you let your customers pick which campaigns they are a part of, let them determine how often they receive communications from your marketing team. Some users are interested in getting more regular updates from you, while others will burn out on daily or weekly emails. Letting them pick their email frequency preference keeps you from accidentally turning your clients away from your campaigns.
By location
By segmenting users based on location, you give them specific location-based offers, such as brick-and-mortar sales or events. You can divide users simply by their countries, such as the US, Canada, and the EU, or you can further delineate based on more specific criteria such as if they are impacted by GDPR, which may cause different data privacy criteria.
By website interaction behavior
Website tracking allows you to segment your customers based on their interaction behaviors. For instance, if a customer starts their Shopify check out but abandons their cart, you can have them filtered into a segment that automatically sends an email reminding them of their cart. By sending communications at these vital interaction points, you can bring users back to your site to finish their purchases or act on other user behavior.
By email engagement
Knowing if your recipients are opening your emails is crucial for seeing your marketing campaign's success, but it also can help you send targeted emails to those who are more or less likely to open your emails. For example, those who open almost every email you send them are probably more receptive to receiving communications more often.
By AOV, purchase frequency, or VIP high spenders
Dividing your customers based on how much they have spent and how often they purchase allows you to target them for loyalty-based campaigns. It also lets you see those who haven't bought from you and will enable you to target them for deals and coupons to make that first purchase. VIP customers are your top spenders, a group that you can segment out for special loyalty rewards. Your highest average order value (AOV) customers are separate from your VIP, letting you identify and market to your key big spenders.
By customer satisfaction
You can create segments based on customers who have left positive or negative reviews. Those that leave a positive review are great candidates for appreciation messages and even referral incentives. Your customers that leave negative reviews should also be contacted with an apology and instructions on how to get your support team to make things right.
You can also send NPR surveys to gauge which customers are likely to leave positive reviews so that you can solicit them.
Summary
Segmenting your email groups with Klaviyo's real-time dynamic segments allows you to create more successful and targeted email campaigns. You can increase customer engagement, save abandoned carts, and repair relationships with unhappy customers. By using segmenting to create personalized content, you can bring your marketing campaigns to the next level and increase your brand loyalty among your customers.
Get More From Klaviyo With Malomo
Malomo's Klaviyo integration extends Klaviyo's rich analytics data, so you can use it to develop and optimize your post-purchase marketing strategy. Finally, bring visibility to your transactional shipping emails. With Klaviyo and Malomo, know precisely how many of your shipping emails are being delivered and opened so you understand when and where to focus post-purchase conversion campaigns. Schedule a demo today.
