Hey @GV123 ! This is a great question and the answer is there really isn’t a right or wrong way to do this. It’s going to depend entirely on your business’ needs and strategy. 

Can you walk us through in more detail:

1. More about the business model and how you’re utilizing Klaviyo?
2. What kinds of lists and segments are currently set up?
3. What sources you’re using for signups?
4. Any custom properties and how they’re used?
5. What IS NOT working about the current setup? What are you hoping to achieve with a cleanup?

In the meantime, I’ll call on some of Champions to weigh in with their experience as well. @ebusiness pros @bluesnapper @Omar @retention 

Hi @GV123 thanks for your question! Providing the information @kaila.lawrence requested can help us narrow down the best strategy for list organization. In the meantime, I thought I could give you some pros and cons of different ways of doing things:

One master list from which you create segments and/or tag profiles based on the referrers.

Pros: 

• It is very easy to see list growth over time with only one source
• You can segment out the list based on customer behavior, recent engagement, demographic info, or more
• You could have one welcome flow with conditional splits by lead source or you could choose to have several welcome flows using property tags to split them out

Cons: 

• Flow filters become extremely important if you are targeting users with different messaging based on the opt in source instead of joining a specific list (property filters need to be identical including capitalization and spacing)
• Identifying performance by lead source could be a bit more challenging since they all join the same list 

Several lists

Pros: 

• Easy to target each list with its own flow (and thus see performance by lead source broken down)
• Each list will have its own welcome flow triggered by joining that list

Cons:

• You can use segments to organize your audience in the same way as using several lists achieves
• It’s more complicated to view overall list growth with many different lists to compare
• You must have different welcome flows for each list (not possible to have one welcome flow for all subs)

Hope this information is helpful!

Katherine

Thank you so much @kaila.lawrence & @KatherineB for your detailed and helpful answers.

I’ll try to answer you r questiosns as best as possible given my limited knowledge of this clients database.

@kaila.lawrence 

1. An ecommerce store using Klaviyo to build and monetize their list
2. There are a litany of various lists and segments set up. The largest one is 500,000 profiles, then theres a ‘master audience list’ with another 200,000, a list entitles ‘stores’ which I presume contains shoppers to their brick and mortar locations, lists referring to vouchers, redeemed codes etc..
   
   The segments are: location based, subscription based, propmtion/holiday based, engagement based, purchase history. Many of these segments have google and FB ad integrations.
   
   My question here is, when sending campaigns, how do I know I’m contacting the maximun number of appropriate profiles when the database is so scattered?
    
3. Sign up sources include pop ups, embeds, collections from purchases (both online and in-store) the instore ones being segmented by a certain promotion they choose at the checkout.
    
4. I’ll presume there is none for the monent given their current set up. Could you please outline why this is significant to your answer though.
    
5. What’s not working is their current campaigns are currently being sent to the same lists and segments over and over. I want to create a more diverse sending plan for them to various lists and segments meeting people where they’re at on the various customer journeys. I’m just unsure where to start with this mess lol.
    

@KatherineB 

I think, given the information provided above (unless you prove me wrong!) that the several lists option is what will happen?

The main online signup source I presume will be a standard pop-up. This can lead to a standard welcome sequence. The other welcome flows can and will be segmented from the various sign up sources in store (based on the promo they pick) and can be targeted pretty easily.

The problem here will arise from the campaigns, specifically what segments to create (pulling from all these lists will be confusing) and the remembering and selecting the right ones to both send to, and avoid each time.

I hope this is enough info for you to give me an answer, please let me know if not and I’ll be happy to add more.

Thank you  both so much again