Build a segment
Ready to build a Klaviyo segment? Learn how by following along with this video tutorial, in which you’ll learn how to build a 30-day engaged segment. You can then target this segment with content geared for engaged subscribers, like sale announcements and important brand updates.
Note: Your segment builder may look slightly different from what is in this video, but underlying functionality remains the same.
Understand segment connectors
In Klaviyo, the AND connectors and OR connectors unite your segment conditions and let Klaviyo know exactly who should be added to your segments. It’s crucial that you use the appropriate connector when building your segment, so that you can confidently send to the right audience.
Read through the tabs below to see how Bola's Baked Goods strategically used these connectors to achieve their goals.
AND
Bola's Baked Goods wants to send an email announcing a new bakery location. To create a segment for this email campaign, Bola's used AND to connect their conditions. As a result, only those who have purchased before and live near the new location will enter the segment and receive the announcement email.
The AND connector is exclusive. This means that if you use AND to connect your segment conditions, then someone must satisfy both of the conditions in order to be included in the group.
OR
Bola's has 2 types of croissants: chocolate and plain. They want to promote a new almond croissant to customers who have bought croissants before, so they use OR to connect their segment conditions.
OR is inclusive. When you use OR to connect two conditions, then someone will only have to complete one of those items in order to join the segment. Customers only have to have bought either the chocolate or the plain croissant to enter the segment and receive the promotion.
To summarize, OR suggests to Klaviyo that you want someone to have done either of the options, not both. Therefore, segments using OR will include more people than those using AND.
Negative conditions
Bola's has 2 bakeries: one in Massachusetts and one in New York. They want to send online-specific deals to customers who don't live in either of these states. They use AND to connect these conditions.
If they used OR, then customers who live in New York would still enter this segment. Only one segment condition needs to be true when using OR, and New Yorkers meet the criteria "does not live in Massachusetts."
When connecting negative conditions, use AND rather than OR. Learn more about connecting negative conditions.
Expand your segment with specific conditions
Now that you can differentiate when to use the AND connector and OR connector, let’s put this knowledge to the test. In particular, see how you can build more targeted segments by adding any of the following conditions.
What someone has done (or not done)
Group profiles based on an activity they have done. For example, you can group based on who has placed an order, been active on your site, browsed a specific product page, left a 5 star review, etc.
Say you own a pet supply company. You may create a segment of those who have viewed dog products and recently engaged with your emails. These individuals are likely to engage again, and you can cross sell other dog-related items since you know that they are likely interested in buying from that collection.
Properties about someone
Create segments based on properties about someone, which are specific characteristics or interests that a profile has shared with your brand. Common profile properties include age, gender, interests, etc.
In the example below, this group of shoppers has been active recently and also identified as female. This brand can then share content that will best resonate with these shoppers: in this case, women’s sunglasses. If they group male shoppers together, they can instead show a different image and call-to-action.
Someone's proximity to a location
Create a segment that includes anyone within a specific mile radius of a zip code. You can set the exact mileage and location to match your use case.
For instance, say you are opening a new location. You may create a segment of shoppers who are within 50 miles of your new store, and send them an email inviting them to your store opening.
If someone is or is not in the EU (GDPR)
You can likewise group subscribers based on whether or not they reside in the European Union (EU) and are thus affected by General Data Protection Regulations (GDPR), a law that aims to protect the privacy of all EU citizens. Learn more about GDPR.
As shown in the example below, target a segment of EU residents who have explicitly consented to your marketing channels to abide by local laws and regulations.
Predictive analytics about someone
Group profiles based on predictive analytics about them, such as their predicted customer lifetime value, average time between orders, and predicted number of orders. Learn more about predictive analytics.
Note that you will only see predictive analytics data in your account if you have at least:
- 500 customers who have placed an order
- 180 days of order history, including orders within the last 90 days
- Some customers who have placed 3 or more orders.
For instance, you may group former VIP customers who have not shopped recently, but who have a predicted customer lifetime value of over $500. Then, remind them of your brand’s value by sending them targeted messages, or even an advertisement on social media like the Facebook ad below.
If someone is in or not in a list
Use this condition to group subscribers who have specifically opted into a particular email or SMS list.
Let’s say you want to hone in on a specific subset of your main newsletter list based on what country they are in, because you are running a sale around a regional holiday. Create a segment that specifically includes that subset of your audience who are a part of your newsletter list.
If someone can or cannot receive marketing
Create a segment to hone in on profiles who are able to receive marketing messages from your brand.
For example, when you send an email campaign, you can specify that you only want to include those who have consented to receive emails from your business. Doing so will give you a more accurate count of who will actually receive your message when you hit send.