Improve engagement with segmentation
Use smarter SMS segmentation based on engagement to avoid text message fatigue. Segment your SMS subscribers to get more specific with your SMS targeting and tailor your communications based on your customers’ behavior.
Target your most valuable customers
Create a segment of your most valuable customers, also known as VIPs, to better communicate with them. Identify VIPs from your customer base using Klaviyo segments and use it to run a rewards program or target with special communications.
Review the 3 primary approaches to take when deciding who your VIP customers are.
Note: Ensure that you only include profiles who have consented to receive SMS for each of these segments by using the segment definition "Person can receive sms marketing".
Big spenders
Customers who have spent more money than your typical customer over a set period of time.
Use the segment definition What someone has done > Revenue > is greater than __ in the last 365 days.
Set a revenue threshold that is slightly higher than your typical customer's spending behavior.
Frequent spenders
Customers who have purchased a greater number of products over a set period of time.
Use the segment definition What someone has done > Placed Order > is greater than __ in the last 365 days.
Set a product number threshold that is slightly higher than your typical customer's purchasing behavior.
Blended
Customers who have purchased a greater number of products OR spent more money than your typical customer over a set period of time.
Use the segment definition What someone has done > Placed Order > is greater than __ in the last 365 days OR What someone has done > Revenue > is greater than __ in the last 365 days.
Set revenue and product number thresholds that are slightly higher than your typical customer's behavior.
Use these segments to send targeted SMS messages to compliment your overall strategy while nurturing this high-value audience with delightful and exclusive experiences.
Note: It is important to include a time restriction when defining a VIP segment. Otherwise, you may capture inactive customers or customers who have simply been purchasing from you for a while (but aren't necessarily VIPs). For more information, check out our guide on how to create a VIP segment.
Create engagement tracks with segments
Similar to email, we recommend using an engagement-based sending strategy for SMS so that you are only messaging folks who have shown a history of engagement through SMS. This helps you avoid giving your audience text message fatigue, and ultimately limits unsubscribes. Create engagement tracks to simply and safely create different subscriber experiences depending on how engaged each audience is. Each of the subsequent tracks adds more subscribers to the segment allowing you to scale to a broader audience safely.
Create specific engagement segments to monitor key KPIs on a granular level. This data creates confidence to send targeted messages and provides the best opportunity for an optimal and efficient campaign strategy.
Track A: Highly engaged subscribers
Defining KPI: Click Rate > 10%
Frequency: 100% of monthly texts
Sample Segment Definition:
Is consented to receive SMS AND
Consented to receive SMS zero times in the last 30 days AND
Received SMS at least once in the last 30 days AND
Clicked at least once in the last 30 days
Recommendations: Maintain sending frequency (e.g., 7 texts/mo).
Track B: Engaged subscribers
Defining KPI: Click Rate 7-8%
Frequency: 75% of monthly texts
Sample Segment Definition:
Is consented to receive SMS AND
Consented to receive SMS zero times in the last 30 days AND
Received SMS at least once in the last 60 days AND
Clicked SMS at least once in the last 60 days
Recommendations: Slightly reduce sending frequency (e.g., 5-6 texts/mo).
Track C: Less engaged subscribers
Defining KPI: Click Rate: 5-6%
Frequency: 50% of monthly texts
Sample Segment Definition:
Is consented to receive SMS AND
Consented to receive SMS zero times in the last 30 days AND
Received SMS at least once in the last 90 days AND
Clicked SMS at least once in the last 90 days
Recommendations: Moderately reduce sending frequency (e.g. 3-4 texts/mo) and consider adding to a winback flow. Check out our guide on how to create a winback flow.
Track D: Unengaged subscribers
Defining KPI: Click Rate: <5%
Frequency: <25% of monthly texts
Sample Segment Definition:
Is consented to receive SMS AND
Consented to receive SMS zero times in the last 30 days AND
Received SMS at least once in the last 120 days AND
Clicked SMS at least once in the last 120 days
Recommendations: Severely reduce sending frequency (e.g., 1-2 texts/mo) and consider adding to a sunset flow. Check out our guide on how to create a sunset flow.