Sending the same email to everyone is as inefficient as showing the same advertisement to everyone. Klaviyo's powerful segmentation feature allows you to group your customers based on their behavior and characteristics, enabling personalized communication with each group.
Why is Segmentation So Important?
Segmented emails achieve a 14% higher open rate and a 101% higher click-through rate compared to general emails (Mailchimp data). In Klaviyo, this advantage is further amplified by being fed with Shopify data.
Types of Segments in Klaviyo
Behavioral Segments
Segments created based on customer actions:
- Those who have shopped in the last 30 days
- Those who have placed 3+ orders (loyal customers)
- Those who have purchased specific product categories
- Those who have not opened an email in the last 90 days
- Those who added to cart but did not purchase
Value-Based Segments
- Those with an average order value over 500 TL (VIP)
- Top 20% of customers by lifetime value (LTV)
- First-time buyers
- Churned customers who haven't shopped for more than 90 days
Profile-Based Segments
- Location (city, country)
- Language preference
- Sign-up source (pop-up, checkout, landing page)
The Power of Klaviyo Segmentation with Shopify
Klaviyo pulls all order data from Shopify in real time. This allows you to use data such as last order date, total spend, and products purchased as segment conditions. This level of data richness is not available in most email platforms.
Top 5 Most Effective Segments
1. VIP Customers
3+ orders in the last 1 year AND total spend over 2,000 TL. Send early access campaigns, personalized thank-you emails, and loyalty rewards specifically to this segment.
2. Potentially Churned Customers
Those who have shopped within 60-90 days but have been inactive in the last 30 days. Send a proactive re-engagement email to this audience that is not yet completely lost.
3. One-Time Buyers
Customers who have placed only one order. Set up a flow to encourage a second purchase, as customers who make a second purchase are much more likely to make a third.
4. Active Subscribers (Not Purchased)
People on your list who have never made a purchase. Encourage their first purchase with educational content and social proof.
5. High Open Rate Segment
Those who have opened more than 50% of your emails in the last 90 days. This segment consists of your most loyal readers; ideal for new product launches and special offers.
Segment Maintenance
Segments in Klaviyo update dynamically; no manual intervention is required. However, periodically check if your segment criteria are still valid.
Conclusion
Klaviyo segmentation, when set up correctly, significantly increases email revenue. Contact Rivanti to develop a segmentation strategy for your store.