How To Set Up Your Segments For Better Campaign Data

Hey it's Max from The Inbox Newsletter.

Nothing gets me more fired up than a really good segment strategy.

There's a ton of audience intel hiding in your email list… so if you take a smarter approach to how you set them up, you can pull way more useful data out of every single send.

Which is why we've been starting to run a new way to set up our engaged segments lately that's been a blast to look at the data with.

Today I'm walking you through the whole thing so you can set it up yourself!

Let's get into it.

Split Your Engaged Segments By Customer Types

The go-to for most Klaviyo accounts is to send campaigns to a 120-day engaged segment… which honestly works great!

But it also doesn’t give you much data…

You can also group that same audience by buyer status which lets you analyze exactly how each customer type is actually engaging with what you send…

Here's how we broke it out for one of our brands using a 160-day engaged window:

How To Read The Data

With Klaviyo's Audience Breakdown tab, any campaign you click on automatically shows you performance broken out by each segment.

You get to see opens, clicks, and revenue per send broken out by each segment…

So assuming you already have these segments built out, here's what the use cases could look like:

• If you're running a promo, you can see if churned subs are actually opening and clicking (telling you the offer is winning back lapsed customers).

• If you just sent a product launch, you can see if your repeat buyers are 5x more engaged than non-buyers (telling you your loyalists are ready for the next thing).

• If you're pushing a subscription offer, you can see if one-time buyers are actually converting or if it only lands with repeat buyers.

And so on for pretty much every campaign type you run…

Once you have this data breakdown on every campaign, the strategic decisions basically make themselves.

The Exact Definitions For Each Segment

Base conditions (same for all 4):

• Engaged in last 160 days (Opened Email OR Active on Site OR Viewed Product OR Added To Cart OR Checkout Started at least once)

• AND can receive email marketing

Segment-specific conditions:

• Churned Subs
  People who previously had an active Loop subscription but have since churned out. (Filter: Placed Order ≥ 1 lifetime + Subscription Started ≥ 1 over all time + Has Active Subscription = False)

• Non-Buyers
  People who have never made a purchase. (Filter: Placed Order 0 times over all time.)

• One-Time Buyers
  People who have placed exactly 1 order and never cancelled. (Filter: Placed Order = 1 over all time over all time.)

• Repeat Buyers
  People who have placed 2+ orders and never cancelled. (Filter: Placed Order ≥ 2 over all time)

Build these out yourselves and try it out!

Extra Email Inspiration Of The Day

Brand:
KAGED

Email Design:
https://drive.google.com/file/d/1QkUdV917LJeaVVHvyF56zwFue-GDG316/view?usp=drive_link

Notes:
Formatting your reviews to look like actual Reddit posts inside your email is genius!

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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