How to Segment Your Email List with Klaviyo

The Secret Sauce to Better Email Marketing: How to Segment Your List with Klaviyo for Handmade Sellers

Let’s face it—running a handmade business means you’re wearing a ton of hats. You’re the maker, the marketer, the customer service guru, and sometimes even the shipper. With all that juggling, it’s tempting to just blast your entire email list with every promotion, new product launch, or update. But here’s the thing: Sending every email to your whole list is like tossing spaghetti at the wall and hoping something sticks. It’s spammy, ineffective, and could actually harm your business.

So, how do you avoid this email marketing faux pas? The answer is segmentation. Think of it as the secret sauce that makes your email marketing more personalized, effective, and, ultimately, more profitable. With Klaviyo, you can segment your list in super smart ways, so you’re sending the right message to the right people at the right time. And trust me, your customers will thank you for it.

Why Segmentation Matters (And Why You Shouldn’t Be Lazy About It)

Imagine receiving an email about a flash sale on winter scarves in the middle of July, when you live in Florida. Not only is it irrelevant, but it also makes you question whether that brand even knows you at all. That’s what happens when you don’t segment your email list—you end up sending irrelevant content to people who might not care or, worse, might unsubscribe.

Segmentation is crucial because it allows you to tailor your emails based on your customers’ behaviors, preferences, and engagement levels. It’s like speaking directly to each customer, instead of shouting in a crowded room. When done right, segmentation increases open rates, click-through rates, and, most importantly, conversions.

Step-by-Step Guide: How to Segment Your Email List in Klaviyo

Ready to dive into segmentation? Here’s how you can do it, step by step:

Step 1: Create Engagement-Based Segments

First things first—let’s talk engagement. Not everyone on your list is equally engaged, and that’s okay. But you shouldn’t treat them all the same. In Klaviyo, you can create segments based on how recently someone has interacted with your emails. Here are some segments to consider:

• Engaged 15: Customers who have opened or clicked an email within the last 15 days.

• Engaged 30: Customers who have opened or clicked an email within the last 30 days.

• Engaged 60: Customers who have opened or clicked an email within the last 60 days.

• Engaged 180: Customers who have opened or clicked an email within the last 180 days.

• Engaged 365: Customers who have opened or clicked an email within the last year.
  

How to Set This Up in Klaviyo:

1. Go to Lists & Segments in your Klaviyo dashboard.

2. Click Create List/Segment and select Segment.

3. Name your segment, such as "Engaged 30."

4. Set the definition to:

   • Properties about someone > What someone has done (or not done) > Opened Email at least once in the last X days (e.g., 30 days for "Engaged 30").

5. Click Create Segment to save.

Repeat these steps for each of your engagement-based segments.

Don’t just blast your entire list—segment it! Your customers will appreciate you for it, and your sales will thank you.

Step 2: Send More to Engaged Segments, Less to the Rest

The golden rule of email marketing: send more to those who are more engaged. For your most engaged segments (like Engaged 15 and Engaged 30), you can send emails more frequently—3 to 4 times a week. These are your biggest fans, and they’re more likely to open, click, and buy.

For less engaged segments (like Engaged 180 and Engaged 365), dial it back. Sending emails 1 to 2 times a month to these segments is enough to keep them in the loop without overwhelming them. The goal here is to re-engage them without coming off as spammy.

How to Set Up Email Campaigns for Segments:

1. Go to Campaigns in your Klaviyo dashboard.

2. Click Create Campaign.

3. Select Email and name your campaign.

4. Choose your audience by selecting the segment you want to send to (e.g., "Engaged 30").

5. Design your email and schedule it according to the best times for that segment.
   

Step 3: Get Creative with Additional Segments

Beyond engagement, there are other smart ways to segment your list in Klaviyo:

• VIP Customers: Those who have made multiple purchases or spent above a certain amount. Treat them like royalty with exclusive offers or early access to new products.
  

• Product Category Segments: If someone’s bought a lot of handmade jewelry, they might be interested in similar products. Segment based on purchase history to tailor your promotions.
  

• Location-Based Segments: Send location-specific promotions or events, like craft fairs or local markets where you’ll be selling.
  

• Birthday Club: Celebrate your customers by sending them a special offer on their birthday. It’s a simple gesture that can build loyalty.
  

• Win-Back Segment: A Win-Back Segment consists of subscribers who have not engaged with your emails for a certain period (e.g., 60 or 90 days). These are customers who were once active but have since gone quiet. The goal of a Win-Back Segment is to re-engage these inactive subscribers with targeted emails that remind them of your brand, showcase new products, or offer exclusive incentives to encourage them to return and make a purchase. This helps revive customer interest and maintain a healthy, active email list.
  

How to Create These Segments:

1. Go to Lists & Segments and click Create List/Segment.

2. For VIP Customers, use criteria like "Number of Orders Placed" or "Total Spent" to define the segment.

3. For Product Category Segments, use "Has Purchased Product" and specify the products.

4. For Location-Based Segments, use the criteria "Location Equals" and input specific regions.

5. For Birthday Club, create a segment based on "Properties About Someone > Properties > Birthday."

6. For Win-Back Segment, click here.
   

Step 4: Monitor and Adjust Your Segments Regularly

Your segments aren’t set in stone—they should evolve as your customers do. Keep an eye on how each segment is performing and adjust your strategy as needed. If you notice that your Engaged 30 segment is becoming less active, consider moving them to Engaged 60 and re-evaluating your approach.

My Experience: When I first started segmenting my list, I was shocked at how many people hadn’t opened an email in months. By focusing more on the Engaged 15 and Engaged 30 segments, I noticed a significant boost in my open rates—up by 40%! It felt great knowing I was connecting with people who were actually interested in what I had to say.

Step 5: Use Automation to Save Time and Stay Consistent

Automation is your best friend when it comes to managing your email segments. Set up automated flows for each segment so that your emails are timely and relevant without you having to lift a finger.

How to Set Up Automations in Klaviyo:

1. Go to Flows in your Klaviyo dashboard.

2. Click Create Flow.

3. Choose a flow template or start from scratch.

4. Define the trigger (e.g., someone joins "Engaged 30").

5. Customize the emails, timing, and conditions for each step in the flow.
   

Additional Tips and Tricks for Effective Segmentation

• Keep an Eye on Your Metrics: Regularly monitor how your segments are performing. If you notice that your Engaged 30 segment isn’t opening emails as much anymore, consider moving them into Engaged 60 and adjusting your strategy.
  

• A/B Test Your Segments: Test different email strategies within your segments. Maybe your Engaged 15 segment loves a particular type of subject line or offer—find out what works best through testing.
  

• Don’t Forget to Clean Your List: Every few months, remove subscribers who haven’t engaged in over a year. It keeps your list healthy and improves deliverability.
  

Final Thoughts: Don’t Be Lazy—Segment Your List

It’s easy to just send every email to your whole list, but that’s not the best way to connect with your customers or grow your handmade business. By segmenting your email list in Klaviyo, you can create more personalized, relevant, and effective email campaigns that drive real results. So, don’t be lazy—get out there and start segmenting.

Question for You:

What’s your favorite way to segment your email list? Share your tips and tricks in the comments below and let’s learn from each other. Now that you've mastered list segmentation in Klaviyo, it's time to add a touch of fun to your emails! Discover how emojis can impact your email opens and whether they’re a boost or a bust for your handmade business.