How to Segment Your Newsletter Based on Frequency

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If you’ve ever subscribed to a company’s newsletter, you may have found that they emailed you more frequently than you anticipated. Some brands even email their subscribers multiple times per day. For many new subscribers, this is simply too much, and coming on too strong can lead to premature unsubscribes. In order to avoid this, allow your new subscribers to choose how often they would like to receive emails.

Why Should You Segment Your New Subscribers by Frequency

I’ve written previously on why you should segment your new subscribers, as well as how to segment them by content. Segmenting by frequency is important for the same reason — it helps ensure that you’re not bombarding your subscribers with emails that aren’t relevant, or that they don’t really want.

If you do segment your new subscribers by frequency, it’s also helpful to have a different newsletter template that you can use for each segment. Odds are, your daily newsletters will be shorter than your weekly or monthly ones.

Add Frequency Options to Your Subscribe Page

The process of adding frequency options to your subscribe page is similar to adding content options, with the key difference being that you should use radio buttons instead of checkboxes to ensure that new subscribers don’t select multiple options.

Radio Buttons (Top) vs. Checkboxes

Here are some frequency options you can include on your subscribe page:

  • Daily
  • Weekly
  • Biweekly
  • Monthly

Which options you offer should depend on your current strategy — if you’re currently emailing your subscribers more than once per day, you could also include an “Instantly” option.

Create Your Segments

Since frequency is a custom field on a subscribe page, your frequency options will be imported into Klaviyo as custom properties. Name your custom field “Frequency” and your options accordingly. Then, name your segments something clear like, “Daily Newsletter Subscribers.” You can create these segments as following:

  1. Create a condition based on “Properties about someone.”
  2. Choose the custom field you’ve created as your dimension (i.e. Frequency).
  3. Select “equals.”
  4. Select your frequency option as the dimension value (i.e. Daily).
  5. Include an “and” condition that restricts the people who will populate this segment to a certain list (i.e. Newsletter Main List).


Repeat this process for your remaining frequency segments. Only one of your frequency segments should be your default option, in case some of your newsletter subscribers have not indicated their frequency preference. Say, for instance, you’d like your daily newsletter to be your default. This requires an additional condition:

  1. Create an “or” condition based on “Properties about someone.”
  2. Choose the custom field you’ve created as your dimension (i.e. Frequency).
  3. Select “is not set.”


And that’s it! Then, it’s just a matter of matching your newsletter to the correct segments. You should also a link to your subscribe page at the bottom of your newsletter to allow subscribes to input or change their frequency preferences at any time.

Do you segment your newsletter by frequency? Let me know in the comments!

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