What most brands don’t understand is that every customer is at a different stage in their journey with your brand. 

Understanding these stages allows you to craft messaging that resonates more strongly with your audience and convert more sales. 

A lot of brands don’t do any level of segmentation at all. Although it definitely might save them time on the front end, the result on the backend is a lackluster email and SMS experience for the customer. 

If you’re smart with your segmenting, it can totally transform your email and SMS marketing into a powerful revenue driver for your brand. The key to making this work is blending the data you have on your customers with the right messaging to nurture them toward their next purchase. 

The Main Segments We Look At, and How To Message To Each

Engaged 90–180 Days (Broad Segment)

Who They Are:
These customers are subscribers who have interacted with your brand’s emails in the last 3–6 months but may not have purchased. They’re interested but not yet fully committed. 

Messaging Strategy:
This is your main blast list for big announcements, promotions, and general updates. Your goal is to keep them engaged and move them toward conversion.

How to Build in Klaviyo:

Create a segment with the following filters:

• "Opened email at least once in the last 90 days." OR “opened sms at least once in the last 90 days.”

All-Time Buyers

Who They Are:
These customers have purchased at any time. This does include your VIPs, but you want all your buyers in one single segment.

Messaging Strategy:
Encourage them to add to their collection with upsells and complementary products from your brand. Highlight products that pair well with their previous purchases.

How to Build in Klaviyo:

Create a segment with the following filters:

• "Placed order at least once."

Non-Buyers

Who They Are:
Subscribers who’ve signed up to join your email list,  but never made an actual purchase.

Messaging Strategy:
Sweeten the deal for them. Offer this segment discounts, exclusive first-time buyer perks, or product bundles. Make it irresistible to take that first step with your brand.

How to Build in Klaviyo:

Create a segment with the following filters:

• "Has not placed an order."
• "Joined list more than 7 days ago."

Recent Abandoned Carts

Who They Are:
High-intent shoppers who added items to their cart but didn’t complete the purchase.

Messaging Strategy:
This segment is on the verge of a purchase, so consider sending them an urgency focused campaign each week. Highlight the items that everyone is buying right now, or maybe give them a time sensitive offer to drive them toward that purchase. 

How to Build in Klaviyo:

Create a segment with the following filters:

• "Started checkout in the last 30 days" 
•  "Placed order zero times in the last 30 days"

VIPs (3+ Purchases)

Who They Are:
Your most loyal customers who’ve purchased three or more times.

Messaging Strategy:
Treat this segment of your list like royalty. These are the customers who drive most of your profit, so they deserve the best treatment of your entire customer base. Offer this group exclusive access to limited edition products, early sales, or special rewards. Make them feel valued and part of an elite group.

How to Build in Klaviyo:

• Create a segment with the following filters:some text
  • "Placed order at least 3 times."
  • OR "Total spent greater than [insert threshold]."

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