Segments to create:
1.) Clean List - Bounced Email x2
Criteria: Has “bounced email” “is at least” “2” “over all time”
Purpose of this segment:
- Delete these people off Klaviyo as they affect deliverability
2.) Exclusion List - Received ___ emails, opened
0 times (conditional on store type)
- Don’t clean them but exclude them from your campaigns!
Criterias :
- Has “received email” “is at least” “(number of emails based on store type)” “over all time”
*AND Has “opened email” “zero times” “over all time”
*AND Person “is not” suppressed
- For General Stores: 10 emails, Niche Stores: 15 emails
Purpose:
- Exclude them for most of our campaigns as they are people who don’t open our emails
- Keep them for re-engagement
- Delete them when they’ve been on the list for too long
3.) High-Engaged (Buyer’s Activity) - 30 days
Criterias:
- “Opened email” “is at least” “1” “in the last” “30” days
OR
- Has “Clicked email” “is at least” “1” “in the last” “45” days
OR
- “Viewed Product” at least once in the last 30 days
OR
- “Checkout Started” at least once in the last 30 days
- OR
- “Active on site” at least once in the last 30 days
OR
- “Placed Order at least once in the last 30 days
- AND
- Person “is not” suppressed
Purpose: We usually send our email campaign to this group of people who show high
engagement level or buyer’s interest in our brand
4.) Middle-Engaged (Buyer’s Activity)
Criterias:
- “Opened email” “is at least” “1” “in the last” “45” days
OR
- Has “Clicked email” “is at least” “1” “in the last” “60” days
OR
- “Viewed Product” at least once in the last 45 days
OR
- “Checkout Started” at least once in the last 45 days
- OR
- “Active on site” at least once in the last 45 days
OR
- “Placed Order” at least once in the last 45 days
- AND
- Person “is not” suppressed
Purpose: This is an extension of the high-engaged segment. We usually send our email
campaign to this group of people who show middle engagement level or buyer’s interest in our
brand. Use this segment when high-engaged is at a high comfortable 20+% open rates.
6.) Exclusion List: Recent Buyers (20 days)
Criterias:
Has “placed order” “is at least” “1” “in the last” “20” days
Purpose:
We exclude these people from promotional campaigns as much as possible as they have just
purchased from our store and most likely they have not received their order yet, so we try to
avoid sending to them as much as possible
If the segment you send to is too small, then don’t exclude them
7.) Exclusion List: In CR or BR Flow in the last 3
days
Criterias:
- Has Received email is at least once in the last 3 days
ADDITIONAL FILTER: where flow is Cart Recovery
OR
- Has Received email is at least once in the last 3 days
ADDITIONAL FILTER: where flow is Browse Recovery
AND
- Person is not suppressed
Purpose:
We exclude these people from promotional campaigns as much as possible as possible also as
they have recently received email from our Cart or Browse Recovery Flow. We try to let the Cart
and Browse Recovery Emails do their magic as those emails are most likely more targeted then
general campaigns
8.) Exclusion List: Received >3 emails in the last
3 days
- Has Received email is greater than 3 in the last 3 days
AND
Person is not suppressed
Purpose:
We exclude these people from promotional campaigns as much as possible as possible also as
they have recently received more than 3 emails in the last 3 days, so we try not to annoy them
too much and give them some breathing space.
Use this when you’re sending to a large segment and you think you have space to exclude
these people
9.) Frequent Visitor
Criterias:
- Has “active on site” “is at least” “3” “in the last” “7” days
AND Has “placed order” “zero times” “in the last” “30” days
Purpose:
These are people who show high interest in your brand, so we will have a flow to target this
group of people
10.) Bought “specific item” over all time
Criterias:
Has “placed order” “is at least” “1” “over all time”
[Additional Filter] Where “Items” contains “Place all variants of the specific item”
NOTE: Repeat this for all top 3 items. (so there should be 3 segments in all)
Purpose:
1) This tells us how many people has placed order in our client’s stores best sellers. We
can craft campaign to this group of people to upsell them something related. This allow
us to craft more targeted campaign based on what someone has purchased
2) Sometimes we use this as an exclusion list too, as we don’t want to upsell the same item
to people twice. However, if you think the item has potential for a second upsell to a
person who has bought it before, you can change the “over all time” condition to
“number of days”.
11). “Collections Name” - 60 days
Criterias:
- “Viewed Product” at least once in the last 60 days
Where Categories contains (insert collection name)
OR
- “Checkout Started” at least once in the last 45 days
Where Collections contains (insert collection name)
- OR
- “Placed Order” at least once in the last 45 days
Where Collections contains (insert collection name)
- AND
- Person “is not” suppressed
Eg of Collections: (dependent on store)
- Kitchen, Sports, Electronics, Beauty
Purpose:
We do this to craft and send targeted campaigns. For example, you want to upsell a Beauty
Cream, and the client has these collections or categories of products in their store (typical of a
general store): Women, Healthcare, Beauty, Homecare, Kitchen...
You can create a segment where people display interest in the Beauty,Women and Health
collections in the last 60 days by following the segments above!
Do this for the top few collections if client has a diverse range of products or multiple winning
categories