Personalized content in email marketing is crucial. To do this effectively, understanding your customer is key, and this is where customer segmentation comes into play. Read more to learn how to get the best out of your segmentation to elevate your email marketing game.

Klaviyo for the (e-commerce) win

As an email marketing agency, we know that in the Klaviyo vs Mailchimp battle, Klaviyo would win for e-commerce thanks to its advanced customer market segmentation. Klaviyo Shopify integration offers endless possibilities to segment your audience, also thanks to over 300 pre-built integrations.

Best practices for optimized segmentation

Every customer has unique needs, so segmentation approaches vary. However, there are best Klaviyo segmentation practices that deliver great results:

• Past purchase-based: tracking purchase behavior to send relevant information is a great idea. Segment first-time and repeat purchasers for tailored messages. Consider also segmenting highly engaged and unengaged customers. Define engagement based on your business type (e.g., 30 days for FMCG and 180 days for luxury brands). For those unengaged, create a separate win-back flow before removing them from your list.
  
  
• Predicted analytics-based: Embrace predictive analytics for effective segmentation. In Klaviyo, use predicted customer lifetime value (CLV), days between orders, or even predicted gender to segment your profiles. For instance, target customers not meeting the average order value with discounts to encourage future purchases. Or set the most effective sunset flow. Get creative with your segmentation strategy!
  
  
• B2B VS B2C segmentation: Sending different content to your B2B and B2C purchasers makes perfect sense. They have distinct goals and motivations, making segmentation very useful. For instance, you can promote bundles or offer discounts exclusively to B2C clients. Try it out!

Segmentation for luxury brands:

Segmentation for luxury brands is crucial. Every customer wants special treatment, especially luxury brand purchasers. Email marketing gives your business a unique opportunity to express appreciation and reward loyalty.

• VIP customers: to improve customer loyalty, think about rewarding your VIP customers. Who are they exactly? Well, that is up to your business to decide. Base it on the purchase frequency or purchase value. They could be customers whose order value exceeds $500 or those who have made purchases more than X times.
  
  
• Motivation-based: people usually don’t buy a diamond ring every month (unless there’re high rollers), so as a seller, you need to know what drives your customers to make this step and buy. It might be as a present to someone, or because a great sale is on, or because it’s their birthday. Once you know this information, you’ll be able to segment your customers accordingly and send them more relevant information.

 

Segmentation for apparel brands:

Klaviyo is recognized as the top email marketing solution for e-commerce. And what screams e-commerce if not fashion? Try using these specific segments to satisfy your customers' fashion cravings:

• Purchased collection: segment profiles that purchase specific collections to improve your cross-sale content. For example, if you notice that certain customers buy mostly from a sports collection, offering them high heels and suits might be not the smartest move.
  
  
• Shopping behavior: Gain insights into when customers typically shop to fine-tune marketing efforts. Understanding whether they are more active during sales periods or throughout the year can help tailor promotional campaigns accordingly.
  
  
• Size preferences: everyone knows the importance of size in the fashion industry. Sending emails featuring clothing in the right size can improve customer satisfaction and brand loyalty. In cases where size data is lacking, send customers a size chart and refer them to the preferences page to indicate their parameters for a tailored experience.

 

Final thoughts

Segmentation is a crucial practice for the success of your email marketing efforts. It takes personalization of your messages to the next level and promotes customer satisfaction and loyalty. With Klaviyo, segmentation is easy, thanks to AI customer segmentation. And it's also detailed, which is exactly what e-commerce brands need.