Email marketing segments with Klaviyo: mistakes not to make

Email marketing remains one of the most powerful tools for engaging your audience, but sending a newsletter to everyone on your list and hoping for great results isn’t enough.

‍Segmenting your list based on user interests and behavior is essential to achieve higher conversions.

But even the most experienced marketers can fall into some common traps

So which method is really the most functional? In this article we look at some of the main ones to avoid, specifically for your email marketing campaings with Klaviyo.

Segmenting too much or too little: finding the right balance

It’s easy to fall into the trap of creating extremely specific or overly broad segments. Excessive granularity can make campaign management complicated and unfocused, while segments that are too large risk being irrelevant.

The key is to balance precision with efficiency, creating groups that allow for personalized messages without overcomplicating the process.

Ignoring behavioral and preference data

Data is the real engine of email marketing. If you’re not leveraging your users' behavioral data (such as previous purchases, site navigation, or email opens), you’re missing the chance to create truly personalized experiences.

Use this data to create dynamic segments that automatically update based on user interaction.

Never updating your segments

Your segments can’t remain static. User preferences change, and your approach must evolve accordingly.

Segments that were effective six months ago may no longer be. Make sure to regularly monitor your campaign performance and adjust your segments based on updated data.

Underestimating the importance of A/B testing

Not testing your segments can lead to decisions based on assumptions. A/B testing allows you to verify which segmentation strategies work best.

Test different types of segments, messages, or sending times to continuously optimize your campaigns.

Not using segmentation for new product launches

Launching new products or collections without a targeted segmentation strategy means missing sales opportunities.

Identify customers who have shown interest in similar products in the past and create specific segments to promote the new launch. Well-structured segments increase the chances of success for your launch campaigns.

Klaviyo's segments for email marketing

Segmenting your email list may seem like a daunting task, but doing it right makes the difference between a successful campaign and one that goes unnoticed.

‍Avoiding these mistakes will help you improve your campaign performance, ensuring more relevant messages and higher conversions.

Remember the secret: test, optimize, and continually adapt.