Differentiate the Audience features in Klaviyo
When a customer interacts with your website, Klaviyo captures their data and stores it in a profile. From there, you can organize profiles into different groupings, known as lists and segments. Then, learn more about your audience and how they're engaging with your content with growth tools.
Let's explore the relationship between each of these features in more depth:
Profiles
Klaviyo creates profiles in your account to keep track of all the information you have about a particular user.
Profiles allow you to gain context into one particular audience member, including a full activity log of events associated with them and what kind of marketing they have consented to receive from your brand. Profiles can store virtually any kind of user-level data (e.g., location, characteristics, interests) in the form of profile properties.
Lists
Lists are a collection of profiles who have opted in to receive email or text message marketing communication. Users join a list by subscribing through a sign-up form, syncing from third-party integrations, or when you manually upload a profile to a list (i.e. through CSV upload, Quick Add, or Klaviyo's APIs).
Segments
Segments are dynamic groups of profiles that are brought together based on a set of conditions that you establish. For example, a segment could include anyone who has ever purchased, visited your website last week, or opened a specific email.
Unlike a list, you cannot connect a segment to a sign-up form. In addition, segments will pull from everyone in your account, including people who have not opted in to receive marketing messages from you.
Growth tools
Within your Audience tab, you will also see the option to explore Growth tools.
This is a centralized hub for tools that can help you:
- Collect subscribers with web experiences.
- Build experiences for your mobile audience.
- Integrate with third-party tools.
For each of these goals, Klaviyo will recommend a particular action for you to take. Learn more about Growth tools.