Introduction
Customer segmentation is one of the most powerful features of Klaviyo, allowing brands to tailor their marketing efforts to specific customer groups. By segmenting customers based on purchase behavior, you can send targeted emails and SMS messages that drive engagement and maximize revenue. Whether you want to identify high-value customers, re-engage inactive buyers, or create personalized promotions, Klaviyo makes it easy to segment by sales history and target high-spenders effectively.
Answer the Question Directly
Klaviyo allows you to segment customers by purchase behavior using filters such as order frequency, total spending, product categories, and last purchase date. To do this, navigate to Lists & Segments in Klaviyo, create a new segment, and apply filters like “Placed Order” with specific conditions based on customer actions.
Step-by-Step Guide to Klaviyo Purchase Behavior Segmentation
1. Navigate to Klaviyo’s Segmentation Tool
Log in to Klaviyo and go to the “Lists & Segments” tab in the left-hand menu.
Click “Create List/Segment” and select “Segment” to start defining your audience.
2. Define Your Purchase Behavior Filters
Click “Define Segment” and select the condition “What someone has done (or not done)”.
Choose “Placed Order” from the dropdown menu.
Apply filters based on purchase behavior:
High-Spenders: Set the filter to “Placed Order” at least X times OR spent over $Y.
First-Time Buyers: Set the filter to “Placed Order” exactly 1 time.
Loyal Customers: Set the filter to “Placed Order” at least X times in the past Y months.
Inactive Customers: Set the filter to “Placed Order” 0 times in the last 6 months.
3. Add Additional Conditions for More Precision
Click “AND” to add more segmentation conditions:
Segment by specific product categories (e.g., customers who purchased from “Skincare” but not “Makeup”).
Filter by average order value (AOV) to find high spenders.
Target customers based on discount code usage (e.g., exclude those who only purchase with heavy discounts).
4. Save & Use Your Segment
Click “Create Segment” to save your audience.
Use this segment in campaigns, automated flows, or A/B testing to personalize your marketing strategy.
Examples of Purchase-Based Segments in Klaviyo
📌 High-Value Customers (VIP)
Segment Setup: Customers who spent over $500 in the past 6 months.
Marketing Strategy: Send exclusive rewards, early access to sales, or personalized product recommendations.
📌 At-Risk or Lapsed Customers
Segment Setup: Customers who made a purchase but haven’t bought in the last 90 days.
Marketing Strategy: Trigger a win-back email flow offering a discount or reminding them why they loved your brand.
📌 Recent First-Time Buyers
Segment Setup: Customers who made their first purchase within the last 30 days.
Marketing Strategy: Send a welcome email series with product education and an incentive for their next purchase.
Best Practices for Klaviyo Purchase Behavior Segmentation
✅ Use Multi-Layered Segments – Combine purchase history with email engagement to prioritize active subscribers.
✅ Test Different Offers – High-value customers may respond to loyalty rewards, while inactive users may need discount-based incentives.
✅ Avoid Over-Messaging – Exclude VIPs from aggressive promotional campaigns to maintain brand trust.
✅ Leverage SMS for Urgent Offers – High-spenders might appreciate exclusive SMS alerts for early product launches.
Conclusion
Segmenting customers based on purchase behavior in Klaviyo allows e-commerce brands to send more relevant, personalized marketing campaigns. Whether you’re rewarding VIP customers, re-engaging at-risk buyers, or encouraging repeat purchases, Klaviyo’s advanced segmentation tools make it easy to target the right audience with the right message.
📩 If your email program is underperforming and you’re unsure how to optimize segmentation, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
👉 Connect with Dispatch today to optimize your email marketing strategy.
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