How How Do We Segment Better in Klaviyo?
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Most brands think they have a segmentation problem.
In reality, they have a thinking problem.
They ask:
- “What more data can we collect?”
- “What attributes are we missing?”
- “Should we personalize more?”
But better segmentation doesn’t come from more data.
It comes from better questions.
The Biggest Segmentation Myth in Email Marketing
The most common belief in email marketing is that personalization drives performance.
First name in the subject line.
City-based messaging.
Demographic-based segments.
It looks sophisticated.
It rarely moves revenue.
Because personalization without relevance is just decoration.
Segmentation beats personalization every time.
Why Most Klaviyo Segmentation Underperforms
Klaviyo is extremely powerful — but most brands use it poorly.
They:
- Over-collect attributes
- Underuse behavior
- Segment by static traits
- Ignore real-time intent
As a result, they create segments that look impressive in dashboards but perform weakly in reality.
More data didn’t help.
It just made the mistake more complex.
The Real Problem: Brands Segment by Labels, Not Actions
Most segments are built around who customers are:
- Age
- Location
- Gender
- “VIP”
- “Engaged”
But labels don’t buy products.
Actions do.
What customers do tells you far more than who they are:
- What they viewed
- What they bought
- What they ignored
- When they disengaged
- How often they return
Behavior reveals intent.
Attributes guess at it.
Why Behavior-Based Segmentation Wins
Behavior-based segmentation consistently outperforms demographic segmentation because it’s grounded in reality.
Behavior answers questions like:
- Is this customer in buying mode?
- Are they exploring or hesitating?
- Are they close to reordering?
- Are they drifting toward churn?
Demographics can’t answer any of that.
This is why two customers with the same “profile” behave completely differently — and why sending them the same message fails.
Better Segmentation Starts With Better Questions
Instead of asking:
“How do we personalize this email?”
High-performing brands ask:
- What action did the customer just take?
- What signal are they showing right now?
- What’s the next logical step in their journey?
- What friction might stop them from acting?
Segmentation isn’t about slicing audiences thinner.
It’s about understanding intent clearly.
Common Segmentation Mistakes in Klaviyo
Here’s where most brands go wrong:
1. Over-Segmenting Without Purpose
Creating dozens of micro-segments without a clear action attached.
If a segment doesn’t change messaging, timing, or intent — it doesn’t matter.
2. Treating “Engaged” as Intent
Opening an email doesn’t mean someone wants to buy.
Engagement is a weak signal.
Behavior is a strong one.
. Using Time-Based Segments Instead of Triggered Ones
“Purchased in last 30 days” is less useful than:
- “Viewed product twice in 48 hours”
- “Reached replenishment window”
- “Stopped using product unexpectedly”
Time alone doesn’t explain motivation.
Relevance Is the Real Goal
Segmentation isn’t about complexity.
It’s about relevance at the moment of decision.
When messages align with behavior:
- Frequency becomes safer
- Conversion rates increase
- Unsubscribes decrease
- Revenue compounds
Relevance doesn’t require more data.
It requires listening to the right signals.
How Strong Brands Use Klaviyo Differently
High-performing Klaviyo accounts:
- Track fewer, more meaningful events
- Build segments around intent, not identity
- Trigger flows based on behavior, not schedules
- Let customer actions dictate messaging
They don’t ask:
“How do we send more emails?”
They ask:
“What does this customer need right now?”
Segmentation Is a Revenue Lever, Not a Setup Task
Many teams treat segmentation as a one-time setup.
Strong brands treat it as a living system.
Segments evolve as:
- Customers move through lifecycle stages
- Behavior changes
- Intent rises or fades
That’s how segmentation turns into leverage instead of maintenance.
Final Thought
Better segmentation doesn’t come from more data.
It comes from better questions.
What customers do will always matter more than who they are.
Behavior-based segmentation wins because it’s rooted in reality — not assumptions.
Take action now:
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