How to create an SMS segment in Klaviyo
Watch the video below for step-by-step instructions on how to create an SMS segment in Klaviyo.
Types of segments to build
Before Bola’s Baked Goods sends their first campaign, they build segments to group their users based on specific behaviors and preferences. These segments will allow them to personalize their messages, increasing the likelihood of engagement and conversions. Bola’s Baked Goods thought the following goals when creating their segments:
Maintain deliverability by messaging your whole audience
Segment: All SMS subscribers
An all SMS subscribers segment shows you all of the people you can reach with SMS.
It’s recommended to send SMS to your full list at least once per week to maintain your deliverability and engagement.
Increase engagement by messaging those who interact with your texts
Segment: Highly engaged SMS
A highly engaged SMS segment consists of subscribers who have been actively interacting with your SMS messages. You know that this segment consists of subscribers who are likely to engage with your texts.
It’s recommended to send SMS to your highly engaged segment at least once per week to maintain your deliverability and engagement.
Reward your most loyal customers and frequent purchasers
Segment: SMS VIPs
Your SMS VIP segment consists of subscribers who are loyal to your brand, and have made many purchases in the past. You can set their own criteria for who you consider a VIP.
Your messages to this audience should thank them for their continued engagement with your business. You can provide these subscribers with special discounts, exclusive access, and perks as rewards for being a valued customer. You can also send them tailored product recommendations based on their previous shopping behavior.
Send more SMS campaigns to those who like to hear from you via text over other channels
Segment: Prefers SMS
Your prefers SMS segment consists of subscribers who prefer to hear from your team via text over other channels.
Since you know that this audience likes to receive SMS from your brand, consider sending more frequent messages via this channel. Communicate updates, discounts, and other messages via SMS for this segment.
Drive more purchases by encouraging potential customers to convert
Segment: High-intent shoppers
Your high-intent shoppers segment consists of subscribers who have exhibited potential to make purchases, but have not converted yet. These subscribers may have viewed products and added them to their cart, but haven’t made any purchases.
Send messages to this segment that remind them of products they’ve viewed or added and encourage them to check out. You can also send this segment discounts and incentives to increase the likelihood of conversion.
Protect your deliverability by not sending to those who can't receive your texts
Segment: SMS error
Your SMS error segment is crucial to build for your deliverability. Your SMS error segment consists of subscribers who received an SMS error in the last 30 days.
When you consistently send campaigns to phone numbers that return errors back, you harm your sender reputation and your overall deliverability. You should exclude this segment from all of your SMS campaigns to ensure that you’re only sending to those who can receive your texts.
Review the segment criteria details for each of the above segments:
- For all segments except SMS error, review: Recommended SMS segments reference.
- For SMS error, review: How to create an SMS error segment.
In addition, consider staggering the segments you send to on a regular basis. The segments listed above are great starting points for your segmentation strategy. As you continue to ramp up on SMS, create additional segments specific to your brand and business goals. Aim to send staggered, targeted campaigns to all of your segments so you can ultimately reach your entire audience with personalized messages designed to convert.
Use segments for targeted campaigns
Once Bola’s Baked Goods built their strategic SMS segments, they created targeted campaigns for their segments to drive higher engagement and conversion rates. Click through the tabs below for examples of targeted campaigns Bola’s team sent to some of their segments.
New product alerts
Keep your SMS subscribers in the loop with your brand new product drops!
For more general or large-scale product drops, try sending these messages to your highly engaged segment.
For specific or more niche product drops, try sending these campaigns to a more targeted segment.
For example, try sending to subscribers who have previously exhibited engagement, such as your VIPs or a custom segment of profiles who have purchased the same category of item in the past.
Sale and promotion announcements
Sale and promotion announcements are great campaigns to send to all of your SMS subscribers.
Keep your SMS subscriber base updated with your exciting promotion opportunities that will appeal to your whole list, such as a site-wide holiday sale.
Exclusive discounts and perks
Exclusive discounts and perks are great incentives to share via text message.
Send exclusive discounts to your SMS VIPs to thank them for their loyalty to your brand.
Additionally, consider sending exclusive perks to your high-intent shoppers, to incentivize them to fulfill a purchase.
Examples of perks you could offer include discounts off your next purchase, free shipping, and early access to upcoming sales.