Klaviyo Lists Vs Segments (Full Explanation + Segment Hacks)

Man Drawing Audience Segment With Red Marker
by Aaron Burton

by Aaron Burton

The notion of a “segment” is something email marketing has not seen before until recently. With more & more email platforms rolling out with advanced features it can be confusing on where to start. This is the definitive guide on lists vs segments.

The difference between a list vs segment is that a list is comprised of subscribers & segments are properties about those subscribers.

Lists

To create a list simply click on lists & segments -> create list. By default new Klaviyo accounts come with 2 lists. Preview list, & Newsletter. Both of these lists will contain 1 subscriber (your email) when joining.

Preloaded Lists

By default new Klaviyo accounts come with 2 lists. Preview list, & Newsletter. Both of these lists will contain 1 subscriber (your email). We create our own lists but feel free to use the newsletter list when your just starting out.

Segments

Segments are how you drill down on specific information about your subscribers. Use this feature to increase conversions & deliverability. Klaviyo’s Segment ability is why I really love this service. After reading this article you will know why.

Preloaded Segments

New Klaviyo accounts come with 10 segments. Potential purchasers, VIP customers, Winback opportunities, Churn risks, Repeat Buyers, Engaged (3 Months), Unengaged (3 Months), Unengaged (1 Year), New Subscribers.

Potential Purchasers – Defined by the following conditions

  • Viewed Product at least once in the last 30 days
    OR Clicked Email at least once in the last 30 days
    OR Active on Site at least once in the last 30 days
  • Placed Order zero time sover all time
  • Person is not suppressed

VIP Customers – Defined by the following conditions

  • Placed Order is greater than 5 over all time
  • Person is not suppressed

Win-Back Opportunities – Defined by the following conditions

  • Placed Order at least onceover all time
  • Placed Order zero times in the last 180 days
  • Person is not suppressed

Churn Risks – Defined by the following conditions

  • Placed Order at least onceover all time
  • Placed Order zero times in the last 180 days
  • Received Email is at least 2 in the last 90 days
  • Opened Email zero times in the last 90 days
  • Person is not suppressed

Repeat Buyers – Defined by the following conditions

  • Placed Order is greater than 1 over all time
  • Person is not suppressed

Engaged (3 Months) – Defined by the following conditions

  • Opened Email at least once in the last 90 days
  • OR Clicked Email at least once in the last 90d ays

Unengaged (3 Months) – Defined by the following conditions

  • Created is at least 90 days ago
  • Received Email is at least 5 over all time
  • Opened Email zero times in the last 90 days
  • Clicked Email zero times in the last 90 days

Unengaged (1 Year) – Defined by the following conditions

  • Created is at least 52 weeks ago
  • Received Email is at least 10 over all time
  • Opened Email zero times in the last 52 weeks
  • Clicked Email zero times in the last 52 weeks

Commonly Used Segments

Other than the ready made segments there are specific segments we use at the agency. Here are some segments you can implement in your marketing strategy

  • Misspelled email segment
  • 60 day engagement segment
  • Inactive segment
  • Email bouncers segment
  • GDRP consent segment
  • Winback segment
  • Specific product buyer segment

How To Create A Segment

To create a segment click on lists & segments -> create segment. After that it will ask you which do you want to create. Select the segment options. Give your segment a name for instance “Email Bouncers”. You then have to choose a definition. In other words we need to tell Klaviyo what properties are we looking to segment. In this case I’ll choose “what someone has done or not done”. From there I’ll select bounced email is greater than 1 over all time.

Klaviyo Email Bouncer Segment Creation

What I can do now is exclude this segment from my campaigns to improve my overall email deliverability. Moreover sending emails to bounced emails is a no go if your sending out tons of emails. Not only that but segmenting this way will improve your open & click rates. However to avoid creating an email bounced segment enable double optin. In that scenario you wouldn’t have bounces unless the subscribers inbox is full.

Campaigns & Flows

Lists can be used both with campaigns & flows. However segments can only be used when you want to send out a campaign. When you create a flow you have to create a trigger if you plan to segment based on specific properties about the subscriber. When you think about it you really be able to select a segment for the trigger instead of creating one manually every time.

List & Segment Options

Settings

You can change the name of the list/segment, alter the list contact info, & change the optin/unsubscribe settings. One of the first things you want to do is get on the paid plan at $20/mo then have Klaviyo enable single opt in. Go back to the settings page and uncheck ” Require subscribers to confirm their subscription before being added to your list.”

For those who have a developer team take note of your list ID. They may need this to help you integrate with certain tools. However if your not planning to develop a custom solution the you won’t be needing the list ID.

Sign Up forms

In the sign up settings tab you can access your signup forms or create a new one. Funny thing about this tab is that it has nothing to do with lists & segments. However it’s there if you need it.

Subscriber & Preference Pages

This part is critical. If you still have double optin enabled you want to immediately change your confirmation page and at least put a logo inside. If you’ve read my post on skincare email strategies I went over what a bad confirmation page looks like. Check it out here. You want to edit the confirm your email & optin-confirmed option.

Klaviyo Subscribe & Preference Pages Tab

Quick Add

The quick add feature allows you to manually add subscribers to your list. If they are from the UK you can also select the check box “Add GDPR specific consent to this profile.”

Klaviyo Quick Add Feature

The Quick Add feature can come in handy in case certain customers enter in the wrong email address by accident. For instance you could create a segment of people who misspelled their gmail address. Take a look at our “Gmail Misspelled” segment. We thought of all the possible ways someone could misspell their email then created a segment for it.

Create the definition Properties about someone -> then selected Email -> Contains:

Gmail.con or
Gmsl.com or
Gmal.com or
Gnail.com or
Gmail.cm or
Gmial.com

Klaviyo Misspelled Segment

You can then have a VA export that segment and have them quick add the correct email address. This is definitely not a scalable solution however if your customer value is high it’s definitely worth fixing this. For instance if your customer was worth $5,000 over a 12 month period. However this might not be worth the effort for brands selling low ticket items.

Reports

Reports allow you to view the list growth (list only) & engagement of your list or segment. This can come in handy if you don’t have some sort of tracking setup in your advertising CRM like Facebook Ads or Google Adwords account(s).

Engagement reports have to be initiated by Klaviyo. I’ve actually noticed these kind of reports don’t load that fast & even get stuck at times. At any rate we don’t use these reporting features.

Managing Lists & Segments

Exporting Lists & Segments

Exporting a lists or segment is as simple as clicking on manage list/segment -> export list to csv. Klaviyo will then let you select which properties you want to include in your export. If you remember in our Klaviyo Vs Mailchimp comparison we talked about how klaviyo has 47+ exportable options. When you think about it it’s absolutely nuts. I don’t think they could add more options to that list if they tried.

Uploading Lists

If you want to upload an email list click on manage list -> import contacts. Your account will be disabled & manually reviewed if you upload a list on a new account. This is because they don’t want spammers on the platform. Klaviyo wants to protect their sender reputation.

PS: If you using clickfunnels read our blog How To Integrate Klaviyo With Clickfunnels (Step By Step). In that article you will learn how to use Zapier.

Related Questions

How often do segments update?

Segments update automatically. For instance if someone purchases a product & you have a buyer segment they will be instantly added to that segment.

How do you merge lists?

The simple answer is to copy and paste data from 2 csv files into one spreadsheet. However that’s not very efficient. If you have a developer on your team they can use something like SQL to merge 2 lists together. SQL is actually very easy to learn and you only need to know how to group data from 2 tables together and remove duplicates entries. Checkout the book SQL in 10 minutes on Amazon.

Can you segment by gender in klaviyo?

Unfortunately you cannot segment by gender. What you could do however is split your traffic & email lists by gender. This way you will know who is male or female. In addition if you have a developer on your team you also can create a light solution that simply matches your subscribers email to Facebook accounts. If the software finds a match & the subscriber has their gender displayed on their profile then you now know that person’s gender. You may even be able to automatically create a tag based on this new gender data using Klaviyos API.

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