Target your messages for greater impact
A clear segmentation strategy sets the foundation for strong SMS performance. Segments allow you to personalize your messages and target them to specific audiences to drive higher conversion rates.
Segmentation strategy #1Use message engagement as a signal of interest
Engagement-based segments are groups of subscribers that are categorized based on their previous interactions with your text messages. Klaviyo can track whether text messages were received or clicked by each recipient.
Why should I use engagement-based segments?
Engagement-based segments are important because they show you who is engaging with SMS, and who is not. This allows you to target messages specifically to the users who are most likely to convert after receiving a text message from you.
What engagement-based segments should I build?
It’s recommended to build the following three engagement-based segments to use for targeted messages:
What should I send to these segments?
Since these segments engage most with SMS, include them in all SMS campaigns, except those targeting specific behaviors. Send a weekly campaign to all SMS subscribers and share product launches, exclusive perks, and timely updates with other engagement segments.
Send personalized messages to those who love your products
Behavior-based segments are groups of subscribers that are characterized by their behavior on your website. You can group customers together based on products they’ve viewed, products they’ve purchased, how many times they’ve purchased, and so on.
Why should I use behavior-based segments?
Behavior-based segments empower you to send subscribers relevant and personalized messages about actions they’ve taken on your site. Campaigns to behavior-based segments can help convince subscribers to come back to your site and make a purchase.
What behavior-based segments should I build?
It’s recommended to build the following 2 behavior-based segments to use for targeted messages:
What should I send to these segments?
Make your messages immediately stand out with personalized copy. Include specific details about products your subscribers have shown interest in on your site, and clearly provide a CTA link at the end of your message to encourage conversion.
Exclude profiles who are unable to receive messages
There are a handful of reasons why a subscriber’s device may be temporarily unavailable. Creating an error segment lets you group subscribers who have recently logged a temporary SMS error.
Why should I build an error segment?
A subscriber may return an error for a number of different reasons. When you continuously send messages to subscribers who can’t receive your texts, the spikes in errors will harm your deliverability. By creating an error segment, you can intentionally avoid sending messages to numbers that will cause error logs.
How should I use my error segment?
You should exclude your SMS error segment from all of your campaigns. Not only does this help you avoid error spikes, but it also ensures you’re only reaching the subscribers who are likely to engage and convert.
Send at least 2 campaigns per week
Now that you know the best practices for your segmentation strategy, it’s important to note the sending cadence you should use to drive engagement.
How often should I send campaigns to my segments?
It’s best practice to send to your whole audience regularly. One way to accomplish this is by sending targeted campaigns to key segments.
To begin, try the following weekly cadence:
- 1 campaign per week to your All SMS subscribers segment
- 1 campaign per week to another targeted segment
Important: make sure you exclude your SMS error segment from all campaigns.