Segmentation is one of the most useful and powerful tools in Klaviyo. Many of the segments that we recommend building for text messaging may sound familiar because you have probably used the same logic when segmenting email subscribers. Use these recommended text message segments as a starting point to help get your client’s text messaging program off the ground. As their text message audience grows, you can edit these to be more granular or develop new, more specific segments based on your client’s business goals.
Engaged text message L30
About this segment: Identifies subscribers who have engaged with a text message in the last 30 days. This will be the core text message subscriber segment that you’ll be sending to most frequently because they are actively engaging with the content.
Segment logic:
- Person IS consented to receive SMS AND
- Person has Clicked SMS at least one in the last 30 days OR
- Person has Consented to Receive SMS at least once in the last 30 days
Prefers text message
About this segment: Identifies subscribers who are more likely to interact with text message over email by looking at their engagement behavior across both channels. A great way to infer subscriber preference using behavioral data. This can be helpful to know when it comes to communicating important or time-sensitive messages.
Segment logic:
- Person IS consented to receive SMS AND
- Person IS NOT suppressed for email AND
- Person has Opened Email zero times in the last 60 days AND
- Person has Clicked Email zero times in the last 60 days AND
- Person has Clicked SMS at least once in the last 30 days
Text message VIP
About this segment: Identifies the most valuable customers who have opted into text message marketing. VIP segments will look different in each account. Some clients may have an existing loyalty or rewards program that they want to facilitate via text message. Other clients may just want to reward big spenders. You can build this segment using any criteria that your client feels would qualify a customer to be high value, which may include using data from third-party integrations.
Location-based text message
About this segment: Identifies subscribers who live near a specific location. Klaviyo identifies zip codes based on the billing zip code that is synced from ecommerce order data. If no orders have been placed yet, Klaviyo will track the IP geolocation of the user. You can also build this segment using the country code or state/regional code within a phone number. This could be useful if your clients are selling across multiple regions and you want to send geo-specific text message campaigns. Again, segment logic will look different depending on the approach you choose.
Email-only subscribers
About this segment: Identify profiles who are only subscribed to email and not text messaging. You can build targeted email campaigns or include conditional blocks in email campaigns to this segment prompting them to opt in to text messaging.
Segment logic:
- Person IS NOT suppressed for email AND
- Person IS NOT consented to receive SMS
All active text message subscribers
About this segment: This segment is useful for getting an accurate picture of everyone who is currently consented to receive text messages. This is especially useful if you have multiple text-based lists. For example, brands that use custom keywords to add people to different lists may want to aggregate all text message subscribers across all of their different lists to get a sense of how many subscribers they have in the channel.
Segment logic:
- Person IS consented to receive SMS
For more technical instructions on building segments, refer to these guides: