Mastering Core Segmentation in Ecommerce Email Marketing

A quick guide for ecommerce brands on critical segments every Klaviyo account should have to target the right customers and maximize revenue

Why Segmentation is a Game-Changer

Not all subscribers are the same. Some are new visitors, others are loyal buyers, and some are just browsing. Treating them the same is a mistake that kills engagement and conversions.

Segmentation ensures every email is relevant, timely, and optimized to move subscribers closer to a purchase. Besides that, its critical to ensure your metrics stay healthy and your emails outside of spam folder.

The Benefits of Smart Segmentation

✅ Higher Open Rates – Personalized emails get more attention.
✅ Increased Click-Throughs – Relevant content leads to action.
✅ More Sales – Right message = lower friction = more conversions.
✅ Lower Unsubscribes – When emails feel valuable, people stay.

Core Segments Every Ecommerce Brand Should Use

Segmentation isn't rocket scient and Klaviyo has made it really easy to create ones you'd like. With Klaviyo's AI functionality, you can simply tell the AI details on segment you'd like to create and it will do that for you.

Let’s break down the must-have segments and how to use them effectively.

1. Engaged vs. Unengaged Subscribers

💡 Why It Matters: Sending emails to inactive subscribers hurts deliverability. If ISPs (Gmail, Yahoo) see too many ignored emails, your future emails might land in spam.

✅ How to Use This Segment:

• Engaged Subscribers → Send exclusive early access, product launches, and personalized recommendations.
• Unengaged Subscribers → Run a re-engagement campaign like "Still interested? Here’s 15% off!"

📌 Pro Tip: Its very important to identify unengaged profiles and exclude them from majority of campaigns you send out. You can send a re-engagement campaign but its recommended to suppress unengaged subscribers every 90 days to maintain a healthy email list.

2. First-Time Buyers vs. Repeat Customers

💡 Why It Matters: A first-time buyer needs assurance; a repeat customer needs incentives to stay loyal.

✅ How to Use This Segment:

• First-Time Buyers → Educate them about your brand, provide product tips, and encourage a second purchase.
• Repeat Customers → Offer loyalty rewards, VIP perks, and cross-sell recommendations.

📌 Pro Tip: A second purchase drastically increases the chances of a customer becoming a long-term buyer.

3. VIP & Repeat Customers: The Revenue Powerhouses

💡 Why It Matters: Repeat customers drive a major portion of ecommerce revenue. They spend more, buy more frequently, and require less convincing.

✅ How to Use This Segment:

• Loyalty Pays Off – Customers who buy twice are far more likely to keep coming back.
• Higher AOV (Average Order Value) – VIP customers typically spend more per order than first-time buyers.
• Better Margins – Acquiring a new customer is expensive, but retaining an existing one costs 5-7X less.
  

📌 Pro Tip: Treat VIP customers like royalty. Give them exclusive perks, early access, and special surprises to keep them engaged.

4. Browsing Behavior (Viewed but Not Purchased)

💡 Why It Matters: Someone checking out a product multiple times but not buying is a warm lead.

✅ How to Use This Segment:

• Send an email with “Still thinking about it?” featuring product benefits, testimonials, or an incentive.
• Retarget them with similar or complementary products.

📌 Pro Tip: Use Klaviyo’s Browse Abandonment Flow to automatically trigger these emails.

5. High Spenders vs. Bargain Shoppers

💡 Why It Matters: A premium buyer isn’t looking for discounted bundles—they want exclusivity.

✅ How to Use This Segment:

• High Spenders → Highlight premium products and early access to new collections.
• Bargain Shoppers → Promote flash sales, bundles, and loyalty rewards.

📌 Pro Tip: Use dynamic content so high spenders see high-end offers, while budget shoppers see discounts.

6. Seasonal or Event-Based Shoppers

💡 Why It Matters: Some customers only buy during sales events (Black Friday, Summer Sales, Holiday Shopping).

✅ How to Use This Segment:

• Pre-Sale: Start teasing the sale early to build anticipation.
• During the Event: Send countdown emails and “last chance” alerts.
• Post-Sale: Encourage them to shop again with loyalty points or a thank-you discount.

📌 Pro Tip: Save this segment and target them again next year with an exclusive early-access sale.

Final Thoughts

Your email list is only as good as how you use it. Segmentation is not an advanced tactic—it’s a necessity. Start simple, refine over time, and watch your email revenue skyrocket.