Segmentation-sending to an entire list

Hi, Katherine! 
Thank you for a great answer. 

So I would have to create a cross-sell segment in order to offer product A and vice versa?

Yes, that article has become THE inspiration for my segments. Do you have any other (maybe even non-klaviyo related) sources where I could learn more about segmentation?

Best, 
Jože

Hey @JozeSlobodnik!

We love a killer offer. Glad to hear you’re leaning into more segmenting now! 

@KatherineB gave you good tips to get started - the Espresso Shot segment is also a personal favorite of mine. It can sometimes be small, but mighty when you send those super active shoppers the right offer. 

Segmenting is one of the things I’m personally most passionate about, since it helps you gain insight into the different groups of people you have in your list as well as increasing engagement with emails as the content becomes more relevant to the recipients. 

Here’s an article I wrote about different types of segments you can use to analyze your list and identify opportunities for flow building as well as campaigns! 

Happy to chat further if this sparks any questions for you.

Also, if you want to dive into the more advanced side of what’s possible with profile enrichment and segmentation, you might enjoy this recent community thread as well… 

Warmly,

Gabrielle

You’re quite welcome @JozeSlobodnik! Sounds like you’re on the right track...

I’d recommend you test different timeframes when deciding who to exclude from receiving certain campaign emails. If the newsletter/ campaign email has editorial content that’s not asking someone to make another purchase, how recently they placed their order matters less… So you could focus on a more general segment of your active subscribers (in the last 30 days). Then in order to make sure people who are receiving post-purchase flows don’t get 2 emails in the same day, you could use smart sending with your campaign so the flow emails are prioritized for that recipient.

When it comes to a campaign that’s more product/ sales focused, this is the most important time to exclude a recent order. To decide that timeframe, I’d start with understanding what your avg time from “placed order” to “order delivered” is. If someone has not yet received their order, the likelihood of them being frustrated by a prompt to place another order is much higher. So that helps you determine if it’s the last 5, 7, or maybe even 14 days. 

That said, if the campaign is sending out “new arrivals” or “new products” that the recent customer wouldn’t have seen while they were shopping, then you could narrow that window to “has Placed Order at least once in the last 3 days” and exclude those people from receiving the campaign. That way, the people who placed an order within the last week can still see the new products. 

Basically, consider the potential for creating a customer service problem when deciding what your timeframe is for “not bothering” people. Asking them to buy again before they receive the original item they ordered is likely to cause a problem for your customer service team, so that’s the fundamental principle guiding all the technical implementation of deciding which segments you INCLUDE, and which segments you EXCLUDE. 

Just jumping in with a small insight:

Segmentation and the usage of the Audience Breakdown functionality gives you the possibility to see how the different segments interact with your campaigns.

Say, if you set up three segments - one with subscribers without purchase, one with customers who have purchased 1 time and one with repeat customers - you are basically still sending to the entire list, but what you’ll gain are insights about how campaigns and content drive engagement across various segments. You’ll discover what type of content will result in most new clients, what type of content resonates best with your first time customers and what content leads to the highest increase in CLV amongst your repeat customers.

Segmentation is not only about delivering different content - it’s also about driving more insights. :-)

Hope this helps!