Klaviyo: essential segments to create

At the crossroads of marketing and optimal utilization of the Klaviyo platform, one lever remains too often underestimated: the creation of effective segments.

Did you know that, according to the DMA 2023, email segmentation can generate up to +760% more revenue per campaign compared to a global send? This highlights how strategically important it is to segment your audiences on Klaviyo.

Introduction

A web professional for over 15 years, I have tested many marketing tools. Few have been as transformative as Klaviyo. As Julie, marketing director of an e-commerce company, says: “When we started segmenting, our revenue jumped by 30%.”

What is a Klaviyo segment?

A segment is a group of contacts sharing a common criterion: purchase behavior, location, email engagement, product preferences… Thanks to its advanced features, Klaviyo allows you to create dynamic segments that update automatically. The result: your campaigns adapt in real-time to your customers.

Why segments are essential

Segmentation allows you to send the right message, at the right time, to the right person. HubSpot (2024) shows that segmented emails achieve 29% higher open rates. This is a major asset for improving your performance while enhancing personalization.

Indispensable segments to create on Klaviyo

Over the years, I have identified key segments that every business should configure:

1. Based on purchase behavior

• New customers → welcome messages and discovery offers.
• Regular customers → loyalty, cross-selling, exclusives.
• Inactive customers → reactivation campaigns.

Example: a Shopify client created an "inactive 90-day customers" segment → +18% reactivation in one month.

2. Based on product preferences

Segment your customers according to their tastes. A textile e-commerce merchant separated "denim enthusiasts" and "sneaker fans." Result: +22% conversions on targeted emails.

3. Based on location

Personalize your campaigns by region or country. Example: winter promotions sent only to customers in cold areas → CTR doubled.

Strategic advantages of segmentation

• Personalization → relevant emails, better customer experience.
• Optimization → segment-by-segment analysis to improve your campaigns.
• Boosted ROI → Campaign Monitor (2023) reports that segmented campaigns generate 58% of email revenue.

“Since we started segmenting, the open rate of our emails has doubled.” — John, Marketing Director

Conclusion

Creating segments on Klaviyo is not a luxury, but a strategic necessity. From acquisition to retention, they allow you to transform your emails into growth levers. The indispensable segments (new customers, regulars, inactive, preferences, location) are an essential starting point.

As I often remind: test, analyze, refine. Segmentation is an evolving discipline, and those who master it create a real gap with their competitors.

Recent resources

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