Wtf is segmentation

Email Marketing FAQs #2

March 04, 2025

When it comes to segmentation, people tend to be in 1 of 2 camps:

  1. Blast send ALL campaigns, to every single email on your list.

  2. Create hyper niche segments for every single product, behaviour, and demographic combination possible on your list.

While 90% of Klaviyo accounts we audit tend to be in the former group (or segment hehe) - I also often see brands overcomplicating their segmentation strategy.

So let me simplify it for you:

  • The purpose of segmentation is to target a specific group of subscribers with content that helps them convert.

That is it.

Which means there’s only really 3 segments you need to worry about:

  1. Purchasers.

  2. Non-purchasers.

  3. And engaged subscribers

Think about the type of content you can send subscribers about your brand that would help a purchaser make another purchase, a non-purchaser make their first purchase, and would keep an engaged subscriber opening your emails.

Hope that helps.

Don

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