If your emails are falling flat, there’s a good chance your list is too generic. Today, blasting the same message to everyone just doesn’t work. People want personalization. They expect relevance. In 2025, smart brands recognize that segmentation is no longer optional. It’s critical.
Klaviyo makes segmentation incredibly powerful and easy to use. With real-time data, dynamic filters, and advanced conditions, you can send emails that feel like one-on-one conversations. That means higher open rates, more clicks, and more conversions.
Let’s explore 7 high-impact segmentation strategies in Klaviyo that will immediately boost your email performance and customer engagement.
1. Viewed Product But Didn’t Purchase
This segment targets subscribers who have shown interest by viewing a product but haven’t taken the final step to make a purchase. These users are low-hanging fruit because they’ve already expressed intent.
Why it works: You catch people while the product is fresh in their minds. Maybe they needed more info, a price drop, or a reminder.
How to use it: Create a flow that triggers within one to two hours of browsing. Include a photo of the product they viewed, perhaps a review or two, and a gentle reminder, such as, “Still thinking about this?” For high-ticket items, add social proof or a comparison guide.
2. High CLV Customers with 30+ Days of Inactivity
Your high-value customers are your most important asset. If they’ve gone quiet, don’t let them slip away. This segment focuses on customers with a high customer lifetime value (CLV) who haven’t engaged recently.
Why it works: These customers already love your brand. A gentle nudge can bring them back.
How to use it: Send them a personalized check-in email. For example, “We noticed you haven’t shopped in a while, so here’s 15% off your next order just for VIPs like you.” Make them feel remembered and rewarded. You can also invite them to early access launches or loyalty programs.
3. Only Purchased from One Collection
This segment identifies customers who’ve only purchased from one product line or category. Perhaps they’ve purchased skincare but haven’t tried your cosmetics.
Why it works: There’s a chance to introduce them to a new side of your brand without being random.
How to use it: Create an educational series like “5 Essentials Every Skincare Lover Should Try” featuring your top-selling cosmetic products. Include bundle offers or free samples to encourage cross-selling and increase customer loyalty.
4. Active SMS Subscribers Who Haven’t Opened Email
This group has opted in for SMS and engages through text but ignores your emails. That’s a clear signal they prefer one channel over the other.
Why it works: You’re using the channel they already trust and respond to.
How to use it: Segment this group and trigger exclusive SMS flash sales, back-in-stock alerts, or product drops during high-purchase windows, such as lunch breaks or evenings. Add urgency with messages like “Only 2 hours left!” Over time, test if reintroducing email after a few SMS interactions warms them back up.
5. Single-Item Shoppers with High Intent Signals
These are customers who purchased one item and haven’t returned, but have shown strong purchase signals, such as a fast checkout, a high average order value, or referral activity.
Why it works: They were impressed enough to buy fast, but might not be aware of your full product range.
How to use it: Send a series like “What to Buy Next” tailored to their past purchase. Recommend complementary products or upsells. Include UGC and testimonials to build trust. If the item they bought is refillable or seasonal, use reminders and replenishment emails too.
6. Repeat Buyers Who Only Purchase During Discounts
Some customers never shop at full price, and that’s okay. You just need to market to them strategically.
Why it works: These shoppers are loyal to deals. Engage them during sales cycles to maximize ROAS.
How to use it: Create a segment of discount-only buyers. Send early-access emails for big promos and exclusive codes. Make them feel like insiders with messages like “You’re on the VIP deal list. Here’s 25% off before anyone else gets it.” Avoid sending them full-price product launches as they’re less likely to respond.
7. At-Risk Customers Who Haven’t Purchased in 60–90 Days
These customers are slowly slipping away. If you don’t re-engage them now, they’ll churn.
Why it works: A well-timed win-back flow shows that you care and offers a reason to return.
How to use it: Use Klaviyo’s predictive analytics to identify at-risk users. Create a win-back campaign with urgency. For example, “We miss you. Your 20% off code expires tonight.” Include a quick survey link asking why they haven’t returned. That feedback is gold.
Add a secondary offer, such as “Here’s what’s new since you last visited,” to keep them informed and curious.
Why Better Segmentation Means Better Results?
Every brand wants higher open rates, click-throughs, and revenue. Segmentation is the path to all three. When you speak directly to your customers’ behaviors and preferences, they respond. Your campaigns feel less like spam and more like helpful, relevant updates.
Here’s what smart segmentation delivers:
- Fewer unsubscribes because people get emails they care about
- Higher ROAS because your campaigns convert better
- More loyal customers because you treat them like individuals
Klaviyo gives you the tools. Now it’s on you to use them wisely.
Segmentation in Klaviyo is the Shortcut to Smarter Marketing in 2025
The eCommerce world is noisy in 2025. Attention spans are short. Inboxes are overflowing. But when you segment smartly in Klaviyo, your emails cut through the clutter.
Whether you’re reactivating a VIP, cross-selling to a first-time buyer, or firing off an SMS flash sale, targeted messaging always wins. Segmentation isn’t just a tactic. It’s a competitive edge.
Start simple. Build segments based on behavior. Test and refine. You’ll see your metrics climb. Even more importantly, you’ll build real relationships with your customers.
FAQs: Segmentation in Klaviyo
What is the best starting segment for beginners?
Start with cart abandoners or product viewers who didn’t make a purchase. These segments are easy to build and offer quick wins.
How often should I update my Klaviyo segments?
Segments update automatically if they’re dynamic. Be sure to audit and refine conditions on a monthly basis.
Can I use Klaviyo segments for SMS only?
Yes. You can build SMS-only segments and run campaigns tailored to those preferences.
Does segmentation impact deliverability?
Yes. Better segmentation often improves open and click rates, which signals inbox providers that your emails are relevant.
How do I measure the success of a segment?
Compare open rates, click-through rates, conversion rates, and unsubscribe rates against your campaign average.
