Build omnichannel segments

While seemingly simple, it is crucial that you keep track of your engaged segment for each channel you use (e.g., email, text, push). Often, this includes anyone who interacted with a message in the last 30–90 days.

Why build one for each channel?

• Engagement metrics vary by channel. For instance, you can track opens for emails, but not for text messages.
• Your “engaged” timeframe will differ by message type and how often you send. Text and push should have shorter timeframes than email (say, 30 days instead of 90 days), since pinging someone immediately on a mobile device is a more direct form of communication and can seem intrusive to some.

Below is an example of an engaged text message segment, in which we recommend grouping anyone who has interacted with a text at least once in the last 30 days. This is the main group of people you text the most, as they are those who show frequent interest in this content.

Bonus tip: A true omnichannel approach also includes social media! Within Klaviyo, you can access social data and integrate with social platforms to gain even more insight into how audience members engage with you on these platforms.

While there are many possibilities to choose from, consider building segments based on:

• If someone joined your list via a social media lead ad (e.g., synced to the metric Filled out Lead Ad).
• If someone joined your list via Instagram.
• If someone has engaged across social (e.g., liked, followed, shared, etc.).

As you build text lists for clients, a great group to target with messaging around signing up for texts are your highly engaged email subscribers. These are those who open and click regularly and are frequent shoppers (e.g., placed an order recently or have a high customer lifetime value).

Target them with enticing forms on your website or show blocks in upcoming email campaigns that encourage them to receive exclusive savings when they opt into text.

Similarly, carve out an audience of ideal push candidates, such as those who have opted in to email or text, shop regularly, but have not yet enabled push. Then, follow up with an email or text with a callout to download your mobile app and enable alerts.

Outside of Klaviyo, you can work to expand your subscription base for each channel, targeting window shoppers who have yet to opt in to email, text, or push marketing. Create your segment of those who have viewed a specific product or collection, such as the one shown below.

Then, sync that segment to channels outside of Klaviyo, say Google or Facebook Ads, and target them with timely advertisements that remind them of the value of this item. You can even create lead ads that encourage someone to opt in to email or text in order to gain access to an exciting offer (i.e., your lead magnet). For instance, SWAK encourages someone to opt in to email in order to access an exclusive perfect palette color quiz or virtual makeup consultation.

Certain channels are primarily used in distinct parts of the world or have more strict rules and regulations in a specific region. Take WhatsApp for instance, European audiences often engage more with WhatsApp messages as opposed to text messages. If you communicate with audiences in a European country, you may choose to target them via WhatsApp; whereas, your U.S. audience will receive a similar text instead.

In general, you may consider building segments based on location for the following use cases:

• Message channel preferences (as detailed above)
• Regional laws and regulations

Below is an example of a European segment you may create for WhatsApp:

An espresso shot segment includes those who have engaged with your content very recently. For instance, they may have opened or clicked a message within the last 3 days, and are thus highly engaged at this time. You can hone in on 1 specific channel (e.g., email) or all of the channels you use.

In this example, someone has been recently active on at least 1 channel (either email, text, or push) but has yet to purchase. You may choose to follow with a message from Klaviyo or use this segment to cross-sell on social media, using Google or Facebook ads.

These segments are on the cusp of something, say they’re about to:

• Become a part of your VIP community.
• Qualify for extra loyalty points.
• Earn a free item with a purchase.
• Complete a look when they buy one more item in a particular collection.

Use your omnichannel marketing strategy to send timely follow-ups, cross-selling related items to spur a purchase. Feed them the exact information they need to move past the “cusp” and drive revenue with another order.

While this segment will vary based on your exact business need, here’s an example from SWAK. It includes those who are on the cusp of qualifying for SWAK’s loyalty program based on their engagement across channels and recent purchases.

VIP customers are those who spend a significant amount of money with your brand. Build this segment using revenue thresholds that pertain to your typical “top shoppers.” While you can and should target them via Klaviyo, go a step further and sync this group as a lookalike audience on social channels like Meta.

Once you’ve built a lookalike audience on social of those most similar to VIPs, then you can target them with your ad content. Use lead ads to attract these online shoppers, encourage them to convert, and invite them to join your email or text list for ongoing targeting.

Note: You can also sync any segment to custom audiences (i.e., the exact segment, now on social) to target these customers with paid ads. Get creative with your ad targeting; for additional inspiration, bookmark our guide on how to identify segments to target with paid ads.