Creating a Klaviyo behavioral segment is a powerful way for e-commerce marketers to target customers based on specific actions and behaviors. This segmentation strategy allows you to send highly relevant and personalized messages, improving engagement and conversion rates. In this guide, we’ll explore how to segment by behavior in Klaviyo, including step-by-step instructions, best practices, and common mistakes to avoid.
Why Create a Klaviyo Behavioral Segment?
Klaviyo behavioral segments allow you to dynamically group your customers based on actions they take, such as browsing specific products, making purchases, or engaging with your emails. Behavioral segmentation is vital for optimizing email and SMS campaigns, as it enables marketers to deliver targeted messages that resonate with customers at each stage of their buying journey.
How to Create a Klaviyo Behavioral Segment: Quick Answer
To create a Klaviyo behavioral segment, navigate to the "Lists & Segments" tab, click "Create List/Segment," select "Segment," and define your behavioral conditions such as website activity, purchase history, or email engagement.
Step-by-Step: How to Create a Klaviyo Behavioral Segment
Follow these detailed steps to set up a behavioral segment in Klaviyo:
1. Log Into Your Klaviyo Account
Go to www.klaviyo.com and log into your dashboard.
2. Navigate to "Lists & Segments"
On the left-hand navigation menu, click "Lists & Segments."
This section is where you can manage all existing lists and segments.
3. Click "Create List/Segment"
This button is located in the upper right corner of the page.
A pop-up window will appear, prompting you to select between a List or a Segment.
4. Select "Segment"
Choose "Segment" to create a dynamic group of contacts based on behavioral criteria.
Unlike static lists, segments update automatically as customer behavior changes.
5. Name Your Behavioral Segment
Give your segment a descriptive name, such as "Recent Shoppers" or "High-Engagement Subscribers."
Avoid vague names like "Klaviyo customer segmentation" to maintain clarity.
6. Define Behavioral Conditions
Click on "Define Conditions" to set up your behavioral rules.
You can select from various behavioral triggers, such as:
Website Activity: Viewed a product page, visited the site, or clicked a specific URL.
Purchase Behavior: Made a purchase, placed a certain number of orders, or spent a specific amount.
Email Engagement: Opened, clicked, or did not engage with a particular email campaign.
Custom Events: Based on your integration, such as added to cart or started checkout.
7. Set Up Specific Conditions
For example, to create a segment of customers who purchased in the last 30 days:
Choose "What someone has done (or not done)" > "Placed Order."
Set the condition to "at least once in the last 30 days."
8. Preview Your Segment
Before saving, click "Preview Segment" to see a list of customers who meet your conditions.
This step ensures your criteria are set up correctly.
9. Click "Create Segment"
Finalize your settings by clicking the "Create Segment" button.
Your behavioral segment will automatically update as customers meet or no longer meet the set conditions.
Best Practices for Klaviyo Behavioral Segmentation
1. Use Clear and Descriptive Names
Clearly label your segments based on their behavioral criteria to keep your Klaviyo account organized.
2. Combine Behavioral with Demographic Data
For more effective targeting, combine behavioral conditions with demographic filters, such as age or location.
3. Leverage Segments in Automated Flows
Use behavioral segments to trigger automated flows, such as abandoned cart reminders or post-purchase follow-ups.
4. Regularly Review Segment Performance
Analyze how your segments are performing and refine the conditions as needed to maintain relevance.
5. Avoid Over-Segmentation
While segmentation is powerful, too many specific segments can become difficult to manage and may dilute your messaging.
Common Mistakes to Avoid When Creating a Klaviyo Behavioral Segment
❌ Not Using Real-Time Data
Behavioral segments should be dynamic, updating automatically with new customer interactions.
❌ Setting Broad or Vague Criteria
Overly broad conditions can lead to irrelevant targeting, reducing engagement rates.
❌ Ignoring Segment Analytics
Failing to monitor the performance of your segments can lead to missed opportunities for optimization.
How to Use Your Klaviyo Behavioral Segment Effectively
Personalized Campaigns: Send specific messages to customers based on their actions, like promotions for abandoned carts or rewards for frequent buyers.
Targeted Automations: Create automated flows that trigger emails or SMS messages based on behavior, such as a welcome series for first-time site visitors.
Improve Retargeting: Use behavioral segments to retarget engaged users with specific offers or reminders.
Conclusion: Ready to Create Your Klaviyo Behavioral Segment?
Klaviyo behavioral segments allow you to create dynamic, targeted groups of customers based on real actions and engagement. By setting up these segments correctly, you can enhance your marketing strategies, boost engagement, and ultimately drive more revenue.
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