Create a segment in Klaviyo

If you've heard of Klaviyo, but don't know how to unlock its potential, this article is for you. Specializing in email marketing, Klaviyo is a powerful tool, provided you know how to use it intelligently.

In this guide, we will address a key aspect: creating segments. Central to managing your contact lists, they allow you to send highly personalized campaigns. You will learn how to create a segment on Klaviyo, what criteria to use, and how to leverage these segments to boost engagement and sales.

According to the DMA Email Report 2023, segmentation can generate up to +760% more revenue per campaign compared to unsegmented sends. Ready to become a Klaviyo expert? Then, let's dive in.

Introduction

In the world of digital marketing, Klaviyo is much more than just an email manager: it's a potential revelator. I have supported many entrepreneurs who, thanks to segmentation, have transformed their communication and their results.

What is a segment on Klaviyo?

A Klaviyo segment is a distinct group of contacts sharing common criteria: location, purchase history, email open frequency, etc. HubSpot (2024) reminds us that segmented, targeted emails generate an average of 29% higher open rates.

Why is segmentation essential?

Sending the same email to your entire database = loss of impact. Segments allow you to deliver the right message at the right time, increasing relevance and conversion. Example: a ready-to-wear brand I worked with tripled its engagement rate by segmenting by age and gender.

Another illustration: a toy retailer targeted parents who bought educational products for 3-5 year olds. Result: +25% open rates and boosted sales.

Steps to create a segment on Klaviyo

Creating a segment is simple and powerful:

1. Go to Lists & Segments in Klaviyo.
2. Click on + Create Segment.
3. Define your criteria: purchase history, abandoned cart, browsing frequency…
4. Refine with filters (e.g., customers who opened an email but did not purchase).

Concrete example: an e-commerce client created the segment “Recent High-Value Customers” (purchases >€100 over 30 days). Targeted emails sent to this segment generated +18% revenue in one month.

Optimization and use of segments

Creating a segment is only the first step. The key is continuous analysis: open rate, CTR, conversions. According to Litmus 2025, marketers who regularly optimize their segments see a 28% higher ROI.

Client case: an e-commerce company segmented its abandoned carts. By sending a personalized reminder with a special offer, its conversion rate climbed by 15% in one month.

Another advantage: loyalty. Create a "loyal customers" segment and reward them with a VIP offer. This type of personalization strengthens loyalty and reduces churn.

Conclusion

Segmentation on Klaviyo is much more than an option: it's a central strategy to make your campaigns effective. By grouping your customers according to their behaviors and preferences, you create ultra-relevant messages, improve engagement, and boost your sales. Test, analyze, adjust: this is the key to successful email marketing.

Recent Resources

• Litmus Email Marketing Report 2025
• HubSpot Email Statistics 2024
• Campaign Monitor Trends 2025