Summary
If you've heard of Klaviyo but aren't sure how to leverage 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. At the heart of managing your contact lists, they allow you to send highly personalized campaigns. You'll learn how to create a segment on Klaviyo, which 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 revealer. I've supported many entrepreneurs who, thanks to segmentation, have transformed their communication and 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 emails targeted by segmentation generate, on average, 29% more 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% in opens and boosted sales.
Steps to create a segment on Klaviyo
Creating a segment is simple and powerful:
- Go to Lists & Segments in Klaviyo.
- Click on + Create Segment.
- Define your criteria: purchase history, abandoned cart, browsing frequency, etc.
- 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% in revenue in one month.
Optimizing and using 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 jumped by 15% in one month.
Another advantage: customer 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 is a central strategy for making your campaigns perform well. By grouping your customers according to their behaviors and preferences, you create highly relevant messages, improve engagement, and boost your sales. Test, analyze, adjust: this is the key to winning email marketing.