How to use Segments properly

This is so easy

Author

Gavin Hewitson
September 02, 2025

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Stop Sending Emails to the Wrong People

Build Smarter Segments in Klaviyo in Under 10 Minutes

If you're just using lists in Klaviyo and not building out proper segments, you're leaving money on the table. Segments let you define and target customer behaviour. Done right, they improve deliverability, boost click-through rates, and unlock better targeting for ads.

Here’s a simple example to help you get started.

Lists vs. Segments: Know the Difference

  • A list is static. You manually add people to it.

  • A segment is dynamic. It updates automatically based on behavior.

This means segments give you a live pulse on your audience. And they can power both flows and campaigns.

How to Build a 90-Day Engaged Segment

Here’s how to create a core engagement segment.

Name your segment: 90-Day Engaged

Start with a basic condition:

  • Has been active on site at least once in the last 90 days

Then add more OR conditions like:

  • Opened an email at least once in the last 90 days

  • Clicked an email in the last 90 days

  • Placed an order in the last 90 days

  • Subscribed to a list in the last 90 days

  • Finally, add an AND condition:

  • Can receive email marketing

This last one ensures you’re not including people who unsubscribed or are suppressed. Want to go even deeper? Add the condition:

Because someone is subscribed to email marketing

It’s not legally required in the U.S., but it can help improve your deliverability.

Use Segments Beyond Email

Once you have your engaged segment built, here’s where things get interesting:

Sync it to Facebook, Google, or TikTok Ads

Retarget high-value customers or recent abandoners.

Run survey-based campaigns

Find out why people haven’t purchased and build retargeting ads that address those objections.

Key Takeaways

  • Use OR conditions to define behavior broadly

  • Use AND conditions to keep segments clean and compliant

  • Sync segments to ad platforms to increase ROAS

  • Always test and refine your conditions based on actual engagement

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