Most brands set up audience segmentation in Klaviyo and call it a day. But the fact is—if you’re only using the usual segments like ‘New Subscribers’ or ‘Past Customers,’ you’re leaving money on the table. The key to making email marketing work is in segmenting right.
Segmentation is the backbone of any successful email marketing strategy. It’s what separates a high-performing campaign from a mediocre one. When done strategically, segmentation allows you to tailor your messaging to specific groups, ensuring that the right people receive the right content at the right time.
But here’s the kicker—most brands don’t go deep enough. They follow generic segmentation rules and end up missing out on major revenue-driving opportunities. This is where the magic happens—by going beyond surface-level segmentation and exploring hyper-targeted, high-intent segments, brands can significantly increase their ROI. In this blog, we’ll break down the underrated yet revenue-driving segments, the power of ‘AND’ vs. ‘OR’, and why experimenting beyond the textbook rules can skyrocket conversions.
Why Audience Segmentation Matters More Than You Think
Email marketing isn’t just about blasting your list with discounts. It’s about sending the right message to the right people at the right time.
When done correctly, segmentation helps:
- Increase open and click rates
- Improve customer retention
- Drive higher revenue per subscriber
But what most brands get wrong? They stick to the basics and miss out on high-intent, high-conversion segments.
The Power of ‘AND’ vs. ‘OR’ in Klaviyo Segments
This is where most brands mess up segmentation. Using ‘AND’ and ‘OR’ correctly can change everything—literally. The difference between these two operators determines who sees your emails and who doesn’t. A simple mistake here can limit your audience too much or make it too broad, affecting your campaign’s effectiveness.
✅ AND: Narrows your segment by requiring multiple conditions to be met.
- Example: “VIP customers who spent $500+ AND purchased in the last 3 months.”
- Best for: Creating hyper-targeted, high-intent segments.
- When to use it: If you want to ensure your email only goes to the absolute best-fit customers, ‘AND’ helps refine your list to those who meet every single condition.
✅ OR: Broadens your segment by including people who meet at least one condition.
- Example: “Customers who purchased in the last 3 months OR have an open rate above 40%.”
- Best for: Re-engagement campaigns where you don’t want to exclude too many people.
- When to use it: If you want to expand your reach and engage potential buyers who might not tick every box but still show buying intent, ‘OR’ is the better choice.
🚀 Pro Tip: If your segments aren’t converting, try swapping ‘AND’ for ‘OR’ (or vice versa). You might be unnecessarily restricting your audience or, conversely, making it too broad.
A common mistake? Brands sometimes use ‘AND’ when they should be using ‘OR’—leading to a segment so small that barely anyone qualifies. Or, they use ‘OR’ when they should be more restrictive, causing emails to land in the inboxes of low-intent subscribers who won’t convert. Understanding how these two work is the difference between a high-performing email campaign and a wasted opportunity.
Top Revenue-Driving Klaviyo Segments You Should Be Using
- VIP Customers
These are your ride-or-die customers—the ones who purchase frequently, spend more, and engage with your emails. They deserve exclusive perks to keep them coming back.
How to segment:
Step 01: Customers who have placed 3+ orders in the last 6 months AND
Step 02: Have an average order value (AOV) above X AND
Step 03: Have an email open rate above 40%
🚀 Pro Tip: Give them early access to new drops, surprise discounts, or a “VIP-only” sale. Make them feel special, and they’ll keep buying.
- Customer Lifetime Value (CLV) Segments
Instead of treating all customers the same, segment based on how much they’ve spent over time.
How to segment:
Segment 01: High CLV – Customers who have spent $500+ in the last year
Segment 01: Mid CLV – Customers who have spent $200–$500
Segment 01: Low CLV – Customers who have spent less than $200
🚀 Pro Tip: High CLV customers should get loyalty perks and retention emails, while low CLV customers might need more nurturing and education before the hard sell.
- Highly Engaged Non-Buyers
These people love your emails—they open and click but never purchase. Why? Maybe they need a nudge.
How to segment:
Step 01: Open rate above 50% AND
Step 02: Click rate above 10% AND
Step 03: No purchase in the last 6 months
🚀 Pro Tip: Send them an exclusive first-time buyer discount or a social proof-heavy email with customer testimonials to remove purchase hesitation.
- At-Risk Customers
Not all customers churn suddenly—many slowly disengage over time. Catch them before they ghost you.
How to segment:
Step 01: Customers who purchased 90-180 days ago AND
Step 02: Haven’t opened an email in the last 30 days AND
Step 03: Have an average order value above X
🚀 Pro Tip: Bring them back with a personalized win-back campaign: “We miss you! Here’s a little something to make your return special.”
- One-Time Buyers
One of the biggest mistakes brands make? Not nurturing first-time buyers. Many of them never return simply because they weren’t given a reason to.
How to segment:
Step 01: Customers who made only 1 purchase AND
Step 02: Purchased within the last 30-90 days
🚀 Pro Tip: Send them educational emails about your products, showcase bestsellers, and offer a discount on their second purchase.
Final Thoughts: Experiment, Don’t Just Follow Rules
The biggest mistake brands make is sticking to textbook segments without testing new ideas.
What worked for one brand may not work for yours. Test, tweak, and find what makes your audience tick.
And most importantly—don’t just segment for the sake of it. The goal is higher conversions and more revenue. Build segments that actually move the needle, not just because they “sound right.”
Ready to revamp your Klaviyo segments? Start experimenting today! Your first step could be signing up to our newsletter to stay updated with such trends.
