Klaviyo Segments: Complete Guide
Quick Summary:
Segments dynamically group contacts based on behavior, properties, and predictive analytics -- automatically updating in real time, unlike static manually-managed lists.
What Are Klaviyo Segments?
Segments are dynamic groups of profiles defined by criteria you set -- purchase behavior, engagement history, custom properties, even predictive fields like churn risk -- with membership updating automatically as customer behavior changes. This is the core targeting mechanism behind effective flows and campaigns.
How to Build One
Go to Lists & Segments and click Create Segment.
Define the criteria, combining behavioral and property-based conditions as needed.
Preview the estimated segment size before saving.
Use the segment as a flow trigger condition or campaign audience.
A Real-World Example
A brand wants to run a win-back campaign specifically for high-value customers at genuine risk of churning -- not just anyone who hasn't purchased recently. A segment combining Klaviyo's predicted churn risk field with historical lifetime value above a certain threshold identifies exactly this group, letting the win-back offer target customers actually worth the incentive cost, rather than blasting the entire inactive list.
💡 Pro Tip
Build an engaged-subscribers segment early and use it to scope regular campaign sends -- consistently emailing unengaged contacts drags down deliverability for your entire account, affecting inbox placement even for your most engaged subscribers.
Frequently Asked Questions
What\'s the difference between a Klaviyo segment and a list?
A list is a static or manually-managed group people join by signing up; a segment is dynamic, automatically updating membership based on properties and behavior you define -- similar to the Active/Static list distinction in other platforms.
Can segments combine both behavioral and property-based criteria?
Yes, segments support complex logic combining engagement behavior (opened, clicked, purchased) with profile properties (location, customer tags) in the same definition.
Can I use predictive analytics fields in a segment, like predicted churn risk?
Yes, Klaviyo's predictive analytics (churn risk, lifetime value, next order date) are available as segmentation criteria, not just historical data.
How often does segment membership recalculate?
Segments update in near real-time as new data comes in, rather than on a fixed batch schedule.
Can a segment be used as the audience for both flows and campaigns?
Yes, segments work as targeting criteria for flow entry conditions and as the recipient audience for one-time campaign sends.
Can I exclude a segment from a campaign send, not just include one?
Yes, campaigns support both inclusion and exclusion segment logic, letting you suppress specific groups (like recent purchasers) from an otherwise broad send.
What\'s a good first segment to build for a new Klaviyo account?
An engaged-subscribers segment (opened or clicked in the last 90 days) is a strong starting point, since sending primarily to engaged contacts protects deliverability.
Can segments be based on custom properties from an integration, not just Klaviyo\'s defaults?
Yes, any synced custom property (from Shopify, an API, or another integration) is available as segmentation criteria alongside Klaviyo's native fields.
How do I identify and segment out unengaged subscribers?
A segment defined by "has not opened or clicked in X days" identifies unengaged contacts, commonly used to either run a win-back campaign or suppress them from regular sends to protect sender reputation.
Can segments be nested, referencing other segments within their logic?
Yes, segment definitions can reference other existing segments as a condition, letting you build layered, more sophisticated audience logic.
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