Copy This Klaviyo Segmentation Strategy To Skyrocket Your Brand's Revenue

0:00Ecomus brands mess up the segmentation all the time. They either blast their entire email list every single campaign which slowly destroys deliverability or they go the opposite direction and they build 47 micro segments that each get 300 people and then wonder why revenue feels kept. And both approaches are wrong. So today I'm going to show you how to segment your email list properly in a way that maximizes revenue, protects deliverability, and actually

0:30makes your back end stronger over time. And why would you listen to me? So my name is Emil and I'm the founder of Magicianly. And over the last seven years, we've helped more than 120 e-commerce brands turn email and SMS into a scalable revenue engine, generating them over $300 million in attributed revenue. So, this isn't theory. This is how we structure segmentation inside real playfield accounts. So, let's start with something most people get wrong from the beginning. So, first, list versus segments. And if you get this wrong, everything breaks. So before we even talk about segmentation strategy, we need to clarify something because a lot of eco brands confuse lists and

1:15segments. So let's clear this up. Inclave here. A list is static. It's basically just a container of contacts. So the list itself doesn't change based on behavior. It's just a stored group of emails. So for example, your newsletter subscribers. Now a segment is completely different. A segment is dynamic. It's behavior-based. So instead of manually

1:36adding the people in, you define rules. So for example, opened an email in the last 90 days. And then Clavio automatically includes or removes people based on these rules. So segments updates constantly as behavior changes. And this is a critical thing to keep in mind because you should almost never be sending campaigns to a list. You should always send campaigns to segments. Lists are storage. Segments are strategy. So, if you remember nothing else from this section, remember that. Now, let me show you my Clavio demo account and let's create the most important segments you need for your ecom store. So, we're in my Clavio demo account and let's make

2:16some segments. So, first of all, uh let me show you how you can make a segment. So, in the left menu, you go to lists and segments and then in the top right corner, we're going to hit create and we're going to create a segment. So first a mandatory thing that we always want to add is if someone can or cannot receive marketing. We do want to make sure that with the segments that we make that we only target people who are active profiles who can receive email marketing. So this is the condition person can receive email marketing. If you're based in the US this is more than

2:47enough but if you're based in Europe there is unfortunately some more rules to it some privacy rules GGPR. And then what you can do is you can hit this filter and say because person subscribed because it can be that some people can still receive email marketing despite the fact that they've given their consent. So for example, someone started the checkout fill in their email address now they can receive email marketing but they're not officially subscribed or someone has done a purchase without consenting to email marketing. You can still email them, they can still receive email marketing but they haven't really given their consent. That's the difference between person can receive

3:25email marketing and person can receive email marketing because person subscribed. For the US, it doesn't really matter. Although if someone subscribed, usually their engagement is better. In Europe, you do have to be careful with this with all the privacy rules. So then you really have to make sure that someone is really subscribed. So that's an important thing to keep in mind. Now we can add conditions over here. So if you click on add condition, really important, there are two options or and and or is if you want to sum up multiple conditions that someone can fall into. And means that someone has to

3:59meet condition one and condition two. There's a really important difference in how to make a segment. And uh I see this go wrong all the time. So that's why I really want to point this out. For now, let's make a segment of people who have been engaged in the last 90 days because I think this is one of the most important segments that you should have in your Clave account. Typically, when we send campaigns, we always want to make sure that our open rates are like 50% or higher and usually we can reach that with engage 90day segments. So, that's why this is a key segment to

4:33have. So, how are we going to build this? Well, we already have the first condition. So person can receive email marketing and what we're going to do what someone has done has opened email at least once in the last 90 days. That's the first condition. Then we're going to clone this condition. You can easily do that nowadays with this button over here. And then we're going to say person has clicked email at least once in the last 90 days. We want to keep this at or because it could be that someone didn't opened but they did click because like the open tracking wasn't working properly. Uh so in this case you

5:08want to use or for the engage segment. It's a person has opened email or has clicked email at least once in the last 90 days. Then they are engaged and want to have them in this segment. Now there are two approaches that you can take with your engage segments. You can just focus on email activity or you can also include website activity. Some people like to only include email activity. I like to also include website activity because if [clears throat] someone has been on your website but for some reason they didn't open your emails in the last 90 days, I still want to target them because they've been on your website,

5:39they've show shown some connection with your brand in the last 90 days. So I still want to try to reach them with our emails. So, what I like to do is clone this again and say has placed order at least once in the last 90 days or check out started at least once in the last 90 days or active on sites at least once in the last 90 days. There's no need to add viewed product and add it to cart over here because if someone is viewing a product or adding a product to the cart um they already have been active on your site. So, there's no need to add those

6:12um those metrics as well. I do like to separately include placed order and check out started because sometimes someone goes directly to checkout um and then active on site is not measured correctly. So I do always like to include placed order and check out started but no need to include added to cart or view product on site is more than enough. And now we've included email activity and website activity for this engaged 90 days segment. And what I then recommend is simply creating this segment. Then you go back to list and segment. Going to search for this segment. Going to hit the three icons over here. I'm going to hit clone. Hit

6:49continue. And then we're going to make the same flow, but now for 30 days, 60 days, and 120 days. Because let's say you have email deliverability issues. Then you first want to send to engage 30 days for for a while, then to 60 days, then to 90 days. And maybe with your 90day segment, you get like 60 70% over rates. Then you can expand to 120 days so you can reach even more people. So you want to make different engage segments for different time frames and you can easily do this by just swapping this for 120 and you do this for every time frame. So clone segment and again

7:25you can do this for every single time frame. So these this is like the bread and butter of your segmentation and super important to have this. Now, let's talk about how to actually segment in a way that increases profit. But before we move on, a quick side note. I have a free email marketing course on my website that breaks down all these backend systems in much more detail, including how to structure flows and

7:49campaigns around segmentation properly. It's completely free and it cuts out all the fluff. So, if you want access to it, check out the link in the description below. Now, of course, there are some exclusions that you want to have in your segmentation strategy because we do want to protect your email deliverability. So, there are some exclusion segments that you would like to add. So, we have like a bunch of default uh uh segments

8:15over here that I just want to show you. So, for example, mark as spam. We want to exclude those people. So, person can receive email marketing and person has marked email as spam at least once over all time. This is like a default exclusion segment that you want to have in every single campaign. Same for bounced email. So person has bounced email at least four times over all time where bounce type equals soft or person has bounced email at least once over all time where bounce type equals hard and

8:45person can receive email marketing. Those are two segments that you want to suppress over time and you want to exclude them from every single campaign sent. If you want to suppress them, simply you can just go to the three dots over here and you hit suppress current members. Then I always like to make a segment that includes everyone. Uh so you could say why not use a list for this? Well, because of the reason that I've given you before, we never send

9:10campaigns to lists, always to a segment. So what I like to do is make a segment that is called all but unsubscribed and suppressed. Conditions are fairly simple. So person can receive email marketing. again base in Europe. Make sure to add because person subscribed or make like two uh segments one version without because person subscribed and one version with that edit filter. Then we say and properties about someone email doesn't contain the text q.com because those are like bots that we do not want to include and what someone has done has marked email as spam zero times over all time and uh yeah that's kind of

9:47it. So then we have like everyone uh who's an active profile in your Claio account, but no bots and no people who've marked your emails as spam. So that's like a mandatory segment for everyone. I always recommend to send to send like one or two emails a month to your entire email list so you can also try to reach the unengaged people. Um because yeah, you do need to give them the chance to reactivate or re-engage with your store. So if you do it like once maybe twice a month then um yeah you're protecting your email deliverability while also trying to re-engage your audience as much as

10:20possible. Then we want to build some unengaged segments as well. So um typically I like to make an unengaged 120day segment and an unengaged 180day segment. So let me show you how this looks. So ungaged 120 days. So what we're saying what someone has done person has opened email zero times in the last 120 days. So next up we want to send and so in this time with unengaged segments we don't want to say or we want to make sure that they haven't had like zero activity at all. So and no opened emails and they haven't clicked your emails. So and person has clicked email zero times in the last 120 days and

10:59person has placed order zero times over all time. So this is uh like something that you can question. Uh you would say place order zero times in the last 120 days. But with the unengaged segments, if someone did purchase before, I still like to have them like on our email list because could be that someone has bought like a year ago. Uh but yeah, like they haven't been interested in the past year, but at some point they can still be reactivated. So like customers, I always like to keep them on the email list. So that's why I say placed order zero times over all time to exclude like

11:32unengaged customers from the unengaged segment and check out started zero times in the last 120 days and person has active on site zero times in the last 120 days. So it's kind of similar to the engage segments but now we do and and then of course now it's backwards so they have like zero activity in the last 120 days. Uh again, I like to make a version for 120 days, which will be the trigger for the sunset ungage flow. And I like to make a variant for 180 days, so 6 months. And that's like an exclusion segment and a segment that we want to suppress over time to protect

12:05your email deliverability. If they haven't opened an email from your site in 6 months and they've never bought from you before, yeah, we just want to suppress them. Um, of course, again, we do want to give them some possibilities to re-engage, but if it doesn't work out, you want to suppress them because it improves your deliverability. It lowers your playthrough cost. So, it's like a win-win to just exclude them. So, those are like unengaged segments that we want to make. Next up, there are some some specialty segments that you can make that can be useful for some moments

12:35like a segment with first time buyers. So, person has placed order equals one over all time and person can receive marketing. So if you just want to reach your first time buyers, sometimes it can be interesting to just target your first time buyers with a specific offer to get them to buy again or if you just want to reach returning customers. So person has placed order at least two times over all

12:55time uh and can receive email marketing. Sometimes you want to like appreciate their loyalty in like a different way compared to like first time buyers and of course a segment of non- buyers. So place order zero times overall time. So sometimes when you have like a sales event, what we like to do is give non- buyers an extra discount on top of like the ongoing sales event to like get non-

13:16buyers to buy from you like earlier. That works really really well and we don't want to give that discount to like current customers of our store because they don't need that extra financial nudge. So that's why it's important to have like those type of specialty segments. Same for this segment, the VIPs. So, of course, with every brand, every niche, it's kind of different what a VIP is. But this can be placed order at least four times overall time. And since this is a demo account, we can't show you right now. But what you can also do is uh select based on like their spent. So, if it's like three times or

13:48four times the AOV, you can also include them in your VIP segment. Then we have a segment called high potentials. That's also a super interesting one. So what we say a person has checkout started at least once in the last 30 days or added to cart at least once in the last 30 days or viewed a product at least once in the last 30 days or active on site at least once in the last 30 days but did

14:10not place an order in the last 30 days. Those are high potentials. They've been on your website. They shown some activity but they haven't bought. So sometimes it can be interesting to or use this as a base for a specific flow or to send them like a one-off campaign with like a special offer to like try to reach them and like get them to buy from your store because they have shown clear intent or at least show some activity on your website. Next up is the winback customers segment. So person has placed order at least once in the last 6 months but zero times in the last 90 days. So

14:44they bought in the last 6 months but not in the last 3 months. Uh so we try to win them back. So this obviously can be a base for a customer win back flow but also for a one-off campaign if you want to reach them with like a specific offer that makes sense at that time. So also a super interesting segment to have in every Clavio account. Now those are the segments that I recommend and those are the segments that we use internally for our own clients at our agency. What you can also do nowadays um inside your cla account there is a segment library over

15:17here. Those are like segments made by cllay view themselves. I don't fully agree on every segment uh but still you can check them out and like see yeah what those segments look like. So for example engage 30 days email this only includes like people who have opened an email in the last 30 days or clicked an email. Uh so it only is like email

15:37activity and not uh website activity. And by default they use because person subscribed. I already explained like in the US I don't think that's like really necessary. Uh and they have like an additional filter person can receive email marketing because person subscribed and subscribe date is in the last 15 days. Yeah that is like an

15:54optional uh condition that you can add. So if someone subscribed in the last 15 days but they didn't open they will be in the segments. I don't like to include those. We have the welcome flow for them. Yeah I don't think that's like really necessary. And there are some more segments over here to uh to uh to use. So definitely interesting to check those out. Like for example, this refunds one. So someone who has refunded order at least once over all time. Um that can be an interesting group to target as well with like specific emails. So definitely check out the segment library from Clavio itself. But

16:27what I just discussed are the segments that we recommend within our own agency and that we use within our own agency. What most brands get wrong, they think segmentation means complexity. So they build dozens of tiny segments, but most revenue comes from a strong 90-day engaged base. So clear buyer stay segmentation and high intent behavioral set. That's it. You do not need 25 micro groupoups. Segmentation is not about slicing your list into pieces. It's about controlling attention and protecting your engagement. And segmentation will immediately make your emails more profitable. But just having segments doesn't magically fix your retention. If your flows, campaign structure, and creatives are still

17:10generic, you'll just send better targeted but boring emails. So if you want us to build the segmentation logic, the life cycle flows and ongoing campaign strategy for you, we do this done for you for serious 7 to 9 figure e-commerce brands. So, if you're interested, you can book a free strategy call using the link in the description below. And make sure to watch this video on how to fix your emails going to the spam box because if you're landing in

17:37spam, nothing else will work for you. So, I see you over there in this