Email marketing segmentation
Deliver personalized experiences through targeted email segmentation
What is email segmentation?
Email segmentation is the practice of dividing your email subscribers into distinct groups based on specific criteria such as demographics, behavior, purchase history, and engagement level. Instead of sending the same message to everyone, you send personalized, relevant content to each segment.
This targeted approach keeps subscribers engaged by addressing their unique interests and needs, which boosts open, click, and conversion rates. Segmentation also helps your brand move away from batch-and-blast messaging, ensuring each subscriber receives content tailored to them. In short, it’s about delivering the right message to the right audience at the right time—a proven way to deepen customer relationships and drive more revenue.
Why does email marketing segmentation for marketers?
Implementing segmentation isn’t just a technical tweak, it’s a marketing game-changer. By using Klaviyo’s powerful segmentation tools, B2C marketers can unlock several major benefits that directly impact their growth and bottom line. Below, we break down some of the key advantages of Klaviyo’s email segmentation and how they help you achieve better results.
Why choose Klaviyo’s email segmentation?
1. Advanced customer insights
Klaviyo’s segmentation gives you deeper insight into who your customers are and how they behave. By creating segments based on customer actions and attributes, you gain a multi-dimensional understanding of your audience.
Marketers can see exactly what drives different customer groups and adjust messaging or strategy to match. This level of insight helps you make data-driven decisions rather than relying on guesswork.
– Behavior-based segmentation: Create segments based on customer interactions—for example, group subscribers by website browsing activity, email engagement (opens/clicks), or purchase history. These behaviors reveal interests and intent that you can target specifically.
– Demographic targeting: Collect zero-party demographic data (like age, gender, or location) to tailor your messaging. For instance, send region-specific promotions or age-relevant product recommendations to the appropriate segments.
– Engagement level filtering: Identify and target subscribers based on how often or recently they’ve engaged with your brand. You might re-engage a “dormant” segment with a win-back campaign, or send exclusive offers to your most active, loyal customers.
2. Dynamic and real-time segmentation
One of Klaviyo’s biggest strengths is dynamic, real-time segmentation. Your segments aren’t static lists—they update automatically as customer data changes. This means your targeting is always accurate and up to date, without manual effort.
You can also leverage Klaviyo’s AI-powered predictive analytics to get ahead of customer behavior. In practice, this means you’re always a step ahead, responding to what customers are doing right now and even anticipating what they’ll do next.
Auto-updating segments: Once you set up a segment in Klaviyo, it will refresh itself automatically whenever a subscriber meets (or no longer meets) the criteria. If someone just made a purchase or clicked an email, they move into the appropriate segment. You don’t have to constantly manage lists—Klaviyo does it for you in real time.
– Predictive analytics integration: Klaviyo’s segmentation integrates with predictive data models to help you anticipate customer behavior. For example, you can segment customers by predicted churn risk or predicted customer lifetime value. Using these AI-driven insights, you can proactively target at-risk customers with re-engagement messages or reward your high-value shoppers, before those opportunities are lost.
– Customizable conditions: Every business is different, so Klaviyo lets you define your own segmentation rules with endless flexibility. You can combine multiple conditions (attributes, behaviors, time windows, etc.) to build segments that align precisely with your goals—whether that’s identifying VIP customers, recent shoppers, frequent browsers, or any group important to your strategy.
3. Enhanced campaign performance
Segments aren’t just about organizing contacts—they’re about driving better results. Email campaigns sent to well-defined segments consistently outperform generic blasts. By delivering more relevant content to each audience, you’ll see higher open and click rates, improved deliverability, and, ultimately, more conversions.
Marketers using Klaviyo’s segmentation often report significant lifts in revenue and engagement. For example, men’s grooming brand Every Man Jack, attributes 12.4% of its revenue to leveraging Klaviyo’s predictive segmentation to target customers likely to purchase again. When you send the right content to the right people, they respond—and your bottom line benefits.
– Personalized content delivery: Segmentation enables you to craft messages that resonate with each group. Rather than generic copy, you can personalize product recommendations, imagery, and offers for each segment. This relevance grabs subscribers’ attention and encourages them to act, leading to higher engagement with your emails.
– Improved deliverability: Targeted emails reduce the chances of subscribers hitting “unsubscribe” or marking messages as spam, because they’re receiving content they find valuable. By segmenting out unengaged contacts and tailoring frequency per segment, you protect your sender reputation and see better inbox placement. In short, more of your emails reach the inbox and get welcomed by recipients.
– Increased revenue: Ultimately, sending the right message translates to more sales. Segmented campaigns have higher conversion rates because they speak directly to the customer’s needs or stage in the buyer journey. You’ll drive more purchases and repeat business by nurturing each segment with the appropriate offers and content. Many Klaviyo brands cite double-digit lifts in revenue after refining their segmentation strategy.
Key features of Klaviyo’s email segmentation
Klaviyo provides a rich set of features that make effective segmentation straightforward.
Feature |
Description |
Available on Klaviyo |
---|---|---|
Behavioral segmentation |
Website activity tracking: segments customers based on their interactions with your site Purchase history analysis: targets customers according to their buying behavior Email engagement monitoring: identifies subscribers based on their email open and click rates | |
Demographic segmentation |
Location-based targeting: sends region-specific content to relevant subscribers Age and gender filtering: collect and then customize messages based on demographic information | |
Predictive segmentation |
Churn risk prediction: identifies customers likely to disengage High-value customer targeting: focuses on subscribers with high purchase potential |
How to get started with Klaviyo’s email segmentation
1. Integrate your data sources. Connect your website and other data sources to Klaviyo to gather comprehensive customer information.
2. Define segmentation criteria. Determine the key attributes and behaviors that are relevant to your marketing goals.
3. Create dynamic segments. Use Klaviyo’s segmentation tools to build auto-updating segments based on your defined criteria.
4. Develop targeted messages. Craft personalized email content tailored to each segment’s preferences and behaviors.
5. Analyze and refine. Monitor the performance of your segmented campaigns and flows, and adjust your strategies based on the insights gained.
Klaviyo’s email segmentation empowers you to deliver personalized experiences, enhance customer engagement, and drive more revenue by always targeting the right audience with the right message at the right time. It’s one of the core reasons so many marketers trust Klaviyo to help grow their business through email.