When it comes to email marketing for eCommerce, there is one strategy that never fails – segmentation.
According to Klaviyo, highly segmented campaigns return more than 3X the revenue per recipient as unsegmented campaigns.
Marketers who use segmented campaigns see as much as a 760% increase in revenue.
But segmenting in Klaviyo is easier said than done, especially if you’re just starting out.
Watch this in-depth guide to email segmentation to learn what each of the segments in Klaviyo means and how to use them to increase your open rate.
– Hi, this is Andrew from email marketing at NYC. And today I’ll show you how to explain you further what each segment means, because I did a video a few weeks ago about the Klaviyo segments, and there’s many questions about what does this mean, or that means. I’ll try to break down this video and explain it further what three segments are, what feature in each segment means. So let’s go to list segments and create the test video test segment. So the first thing I want to show it is if someone is or is not suppressed. Basically when you creating segments, if you go to profiles, you have there two things, active profiles and suppress profiles. So for this particular account, we have close to 10,000 subscribers. But we have suppressed, we’re not paying for suppressive profiles, and we are paying Klaviyo for active profiles. Also, Klaviyo does not send emails, even if it’s in your automation cloud, it does not send emails to suppress profiles, because those people either unsubscribe, they have soft or hard bounds, or you deleted them, you suppressed them manually because they were an inactive. So what does it mean? So when you do your segment and you want to see all of your buyers, all of your active buyers, you’d use this kind of segment. Placed order, at least one or all time but they are not suppressed. If you don’t have this option, it will show you everybody who bought any, at least once, over all time, users, suppressed or active. That’s why when I do segments, I always add this feature. You don’t have to do this, but I always add this feature, this filter, because I want to see the exact number of subscribers. If you don’t do this thing, it will still work fine with automation, with flows, and with campaigns, when you send out emails. Because Klaviyo will automatically filter out those contact. But to see the true number, I just do it for myself to see how many people active I have who placed order or open the email or something else. This is one thing. Second thing. By the way, I’m answering question under one of my videos, MisterB asked me all of those questions. So with this first property was something I created in the last 90 days. So he’s asking about property, about what somebody created, at least 90 days. Basically when I create cold segment, when I am creating cold segment I’ll show you here. Cold subscribers. Those are correct here. Open email zero times in the last 45 days, click email zero times in the last 45 days. By the way, I do, you might think like, how can they click if they don’t open? Sometimes there’s glitches and Klaviyo will not register open but they’ve registered click. So it happened a few times with different clients. That’s why I put two conditions and created in the last 45 days and receive email at least once or over all time. This option I just want to look at profiles who are in my database at least 45 days or more. In other words, what does that mean? It means they were added to my profile. Either they subscribed, or they purchase something, or they started checkout. Profile created, as you can see at the bottom here, profile created means, in our case, it’s from Shopify. So that person was created user in Shopify, or it was subscribed to any of our lists via Klaviyo. So this is what that means. Same thing, it’s optional for you but in the past Klaviyo didn’t have this option in the last … They have only this option in the last 90 days. So if you subscribe today, it will consider it in the last 90 days. That’s why I had that condition created at least 45 days ago. I hope I explained this correctly. If not, please ask me more questions about that. And the last part is birthday. Birthday flow, it’s very easy to create. Let’s delete this. I’ll start from scratch so that you do properties about somebody then you do … For this account, I didn’t have any birthdays fields, but basically you just type in birthday and it will pop up or you can use this $birthday and it will equals. But since the Klaviyo recently released new feature and Klaviyo database triggers … It’s not searchable yet, but basically what you do, you click flows. You create flow. Test, create flow. Before you had only list, segment, and metric. Now you have date property. So you click on date property and you select it. Created, first active, last active. And there is, if you have a birthdays, you can click birthday. Hold on, I’ll show you how I have a different account where we have birthdays. So for this account, I have a birthday. So if I click to lists, segments, date of birth. Click add a definition. As you can see date of birth, and I set up these today. This is old way of doing date of births flows. The new way is click to flows, click create flow. Test, birthday flow. You click date properties. And you select birthday and you can do one week, days, months, or on the person birthday. And so this is they just recently introduced maybe like five to seven days ago. So this is fairly new and it’s very cool because it’s not only about birthday. You can add other triggers like anything date related, you can add to this trigger and it will work automatically. Please let me know if you have any additional questions about segments or you want me to record another video about Klaviyo I’ll be more than happy to do it. So this was Andrew from email marketing NYC. Thank you.