Using Klaviyo segments for loyalty emails

What is a segment?

Segmenting in Klaviyo is a powerful way to group subscribers based on shared characteristics, behaviors, or interests. You can then target these specific segments with campaigns, messages, or offers, providing a more personalized and relevant experience for your subscribers.

Why use segments?

But why use segmentation in Klaviyo and, more specifically, with easyPoints?

Segmentation alone can drastically improve the deliverability of emails, as well as improve the relevancy of messages which can lead to higher conversion rates. All great, but how does it work with the easyPoints integration?

Essentially, segments can help you better identify different groups of loyalty program members. For example, you might want to segment subscribers based on their tier rank to send tier-specific emails. Or maybe you want to identify customers who have points expiring within a certain amount of time. Regardless, it’s possible and easy-to-do with Klaviyo. 

How to set up segments in Klaviyo

 

EasyPoints segments

An easy segment to think of using for your loyalty program is tier ranks.

With this segment, we are literally only sorting by a customer’s current tier name. So, this should gather up all our “Silver” ranked customers into one, tidy list. 

However, segmentation can be used even further to really laser focus a list (be aware that too focused a list can result in too narrowed a result, though).

Let’s say for example, we want to target people in our Silver tier who are on the verge of losing their Silver rank, but are predicted to make a purchase before the next tier update. Let’s take a closer look at how we can define such a fine-tuned group. 

1. First, we need to make sure we’re targeting people currently in the Silver tier. 
2. Next, we’re adding a modifier that the person has not made any orders in the past 60 days. While this condition is really up to you whether to include, it helps narrow down your segment in case you don’t want to target people who’ve made a purchase recently.
3. This condition helps ensure we’re focusing on people who’s tier will rank down within the next 30 days. 
4. Here, we’ve added a specific amount that the person has left to spend to maintain their rank. This amount really varies on your tier spend requirements and what you believe makes someone “on the verge” of maintaining their rank. 
5. Lastly, we’re using Klaviyo’s predictive condition to target members who are expected to place an order in the next 30 days. 

What do all these conditions mean when put together? Ideally, the people targeted will be close to losing their Silver rank but are expected to make a purchase before the deadline. As such, we can send a targeted message to encourage their purchase and to encourage it be enough to maintain Silver status! 

Conclusion

Segmenting in Klaviyo is a valuable tool that can help you create more personalized and effective email campaigns. By using segmentation, you can send targeted messages to specific groups of subscribers, improving relevance, deliverability, and conversion rates. Setting up segments in Klaviyo is easy, and with a little experimentation, you can create segments that work best for your business.