Measure the performance of your targeted campaigns
One of the primary uses of segments is to send targeted campaigns, so campaign analytics can provide a lot of insight into whether your segmentation strategy is working effectively.
Read on to learn about how a combination of campaign and segment analytics can inform your segmentation strategy.
Campaign overview
The campaign overview page provides a high level understanding of how each campaign is performing. This includes open rate, click rate, and conversions.
You can set the conversion metric and timeframe at the top of the page.
Filter this view by the segment you are interested in to see an overview of performance of campaigns sent to that segment.
Individual campaign performance
From the campaign overview page, click on a campaign name to see detailed analytics for that campaign. This includes:
- Overview
- Recipient activity
- Link activity
- Conversions
- Deliverability
Use these analytics to dive deeper into how your campaign performed over time.
Benchmarks
As long as you meet the benchmark criteria, Klaviyo automatically compares your account's performance to that of other similar accounts based on industry and size.
The benchmarks tab provides marketing and deliverability benchmarks for both your email and SMS campaigns.
Use benchmarks to get a sense of how your campaigns are performing in relation to Klaviyo best practices, industry trends, and companies similar to your own.
Segment growth report
The segment growth report allows you to see how a specific segment has changed over time; specifically, how many people joined the segment and how many dropped in the timeframe of your choice.
Use the segment growth report to quickly visualize how your segment dynamically changes over time.
Engagement report
The segment engagement report dives into how engaged each segment has been in the past 30 days.
This report provides the following information about a segment:
- Open rate
- Click rate
- Average order value
- Engagement breakdown
- Engagement distribution over time
- Open rate by age of profile
- Number of engaged members by age of profile
Use the engagement report to adjust your email habits and retain subscribers.
Refine your segmentation strategy
Read through the following tips on how to improve performance if you notice low performance in your targeted campaign sends.
Narrow your engagement criteria
Make your segment even more targeted by narrowing the engagement criteria to include fewer people.
For instance, SWAK wants to promote a new lipstick. They can replace their segment of customers who have ever bought lip products with those who have ever bought lipstick to further narrow down their segment to customers likely to be interested in a new lipstick.
Exclude unengaged customers
Unengaged customers are unlikely to be interested in any marketing content from your brand, regardless of whether they meet the segment criteria. Exclude unengaged segments from campaign sends so that your messages only go to customers who actually want to receive your messages.
Target ~5% of your email list with each segment
According to our email segmentation benchmark report, highly segmented emails perform the best. If you are seeing any issues with segment performance, consider creating segments that target about 5% of your email list. Then, send highly targeted campaigns to these segments.
The highest performing segments have the following characteristics:
- Target 5% or less of the full email list
- Defined by 2 or more conditions
- Include specific recipient behavior
- Define the timeframe of recipient behavior
Adjust your segments to meet these criteria to improve your segment analytics.