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2026-01-01
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2026-03-10
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<p><strong>Segmentation</strong>is the process of dividing your<a>email</a>and<a>SMS subscribers</a>into separate audiences based on certain traits they share, such as purchase habits, website activity, and location.</p>
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<p><strong>Segmentation</strong>is the process of dividing your<a>email</a>and<a>SMS subscribers</a>into separate audiences based on certain traits they share, such as purchase habits, website activity, and location.</p>
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<p>Audience segmentation is how brands send relevant email and SMS content that leads to action. When you send personalised messages, you can expect:</p>
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<p>Audience segmentation is how brands send relevant email and SMS content that leads to action. When you send personalised messages, you can expect:</p>
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<ul><li><strong>Better engagement:</strong>Subscribers receive content tailored specifically to them, leading to increased engagement.</li>
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<ul><li><strong>Better engagement:</strong>Subscribers receive content tailored specifically to them, leading to increased engagement.</li>
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<li><strong>Lower unsubscribe rates:</strong>Relevant messages keep subscribers engaged, decreasing unsubscribes and<a>spam</a>flags.</li>
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<li><strong>Lower unsubscribe rates:</strong>Relevant messages keep subscribers engaged, decreasing unsubscribes and<a>spam</a>flags.</li>
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<li><strong>Quality audience data:</strong>Analysing segments helps you understand your audience and refine your marketing strategy.</li>
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<li><strong>Quality audience data:</strong>Analysing segments helps you understand your audience and refine your marketing strategy.</li>
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<li><strong>Higher conversion rates:</strong>Targeted messages boost conversion rates, driving more sales and<a>return on investment (ROI)</a>.</li>
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<li><strong>Higher conversion rates:</strong>Targeted messages boost conversion rates, driving more sales and<a>return on investment (ROI)</a>.</li>
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</ul><h2>How to start segmenting your audience</h2>
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</ul><h2>How to start segmenting your audience</h2>
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<p>Follow these steps to start using<a>segmentation</a>in your<a>marketing strategy</a>.</p>
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<p>Follow these steps to start using<a>segmentation</a>in your<a>marketing strategy</a>.</p>
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<h3>1. Choose a customer data platform</h3>
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<h3>1. Choose a customer data platform</h3>
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<p>The first step of segmenting your list of subscribers is finding the right<a>customer data platform (CDP)</a>. A CDP is a system that collects and unifies data from multiple sources at scale and makes it available for manipulation and distribution to other analytics, insights, marketing automation, and ad platforms.</p>
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<p>The first step of segmenting your list of subscribers is finding the right<a>customer data platform (CDP)</a>. A CDP is a system that collects and unifies data from multiple sources at scale and makes it available for manipulation and distribution to other analytics, insights, marketing automation, and ad platforms.</p>
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<p>Your CDP should have features that help you:</p>
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<p>Your CDP should have features that help you:</p>
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<ol><li>Collect and store audience data, which<a>subscribers</a>consented to share with your brand</li>
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<ol><li>Collect and store audience data, which<a>subscribers</a>consented to share with your brand</li>
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<li>Consolidate data with your marketing automation platform, so your audience segments are useful</li>
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<li>Consolidate data with your marketing automation platform, so your audience segments are useful</li>
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<li>Model future customer behaviour, so you can create segments based on how and when people might buy</li>
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<li>Model future customer behaviour, so you can create segments based on how and when people might buy</li>
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<li>Use custom metrics to create sophisticated reports that tell you how audience segments are performing</li>
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<li>Use custom metrics to create sophisticated reports that tell you how audience segments are performing</li>
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</ol><h3>2. Determine which segments are important for your brand</h3>
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</ol><h3>2. Determine which segments are important for your brand</h3>
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<p>As your subscriber list grows, you’ll start to notice trends. These trends are clues for how to segment your audience.</p>
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<p>As your subscriber list grows, you’ll start to notice trends. These trends are clues for how to segment your audience.</p>
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<p>Some commonly used<a>customer segmentation</a>criteria include:</p>
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<p>Some commonly used<a>customer segmentation</a>criteria include:</p>
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<ul><li><a>Demographics</a>: age, gender, income, location</li>
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<ul><li><a>Demographics</a>: age, gender, income, location</li>
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<li>Psychographics: beliefs, values, interests, challenges</li>
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<li>Psychographics: beliefs, values, interests, challenges</li>
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<li>Behavioural: purchase behaviour, website interaction, email and SMS engagement</li>
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<li>Behavioural: purchase behaviour, website interaction, email and SMS engagement</li>
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</ul><h3>3. Start segmenting your subscriber list</h3>
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</ul><h3>3. Start segmenting your subscriber list</h3>
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<p>Once you have your data and priority segments, you can start segmenting. Here are some ideas for how to<a>segment your subscriber list</a>:</p>
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<p>Once you have your data and priority segments, you can start segmenting. Here are some ideas for how to<a>segment your subscriber list</a>:</p>
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<ul><li><strong>Past purchase history:</strong>Consider what people bought, how much they spent, and how often they make purchases.</li>
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<ul><li><strong>Past purchase history:</strong>Consider what people bought, how much they spent, and how often they make purchases.</li>
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<li><strong>Abandoned cart value:</strong>Only send discounts to people who abandoned high-value carts.</li>
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<li><strong>Abandoned cart value:</strong>Only send discounts to people who abandoned high-value carts.</li>
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<li><strong>30-day engaged subscribers:</strong>Target people who’ve recently interacted with your business and may be open to receiving special offers because your brand is top-of-mind.</li>
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<li><strong>30-day engaged subscribers:</strong>Target people who’ve recently interacted with your business and may be open to receiving special offers because your brand is top-of-mind.</li>
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</ul><h3>4. Track, analyse, and refine your segments</h3>
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</ul><h3>4. Track, analyse, and refine your segments</h3>
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<p>Once your<a>campaigns</a>and<a>automations</a>are up and running, keep a close eye on the following metrics:</p>
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<p>Once your<a>campaigns</a>and<a>automations</a>are up and running, keep a close eye on the following metrics:</p>
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<ul><li>Deliverability rate</li>
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<ul><li>Deliverability rate</li>
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<li><a>Open rate</a></li>
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<li><a>Open rate</a></li>
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<li>Click rate</li>
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<li>Click rate</li>
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<li><a>Conversion rate</a></li>
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<li><a>Conversion rate</a></li>
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<li>Revenue per recipient</li>
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<li>Revenue per recipient</li>
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<li>Unsubscribe rate</li>
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<li>Unsubscribe rate</li>
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</ul><p>With enough audience data, you can adjust your segments-merge, delete, or break up existing ones for a more granular view.</p>
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</ul><p>With enough audience data, you can adjust your segments-merge, delete, or break up existing ones for a more granular view.</p>
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<p>Klaviyo is a<a>marketing automation platform</a>that unites customer data with email and SMS execution. Use<a>Klaviyo AI</a>to create audience<a>segments</a>in seconds, deliver highly personalised messages, and get<a>predictive analytics</a>.</p>
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<p>Klaviyo is a<a>marketing automation platform</a>that unites customer data with email and SMS execution. Use<a>Klaviyo AI</a>to create audience<a>segments</a>in seconds, deliver highly personalised messages, and get<a>predictive analytics</a>.</p>
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<p>Ready to segment your audience?<a>Sign up for Klaviyo</a>today to tailor your marketing initiatives, increase engagement, and drive conversions.</p>
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<p>Ready to segment your audience?<a>Sign up for Klaviyo</a>today to tailor your marketing initiatives, increase engagement, and drive conversions.</p>
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