Klaviyo & Email
Segmentation (Email)
Quick definition
Splitting your email list into groups based on behavior, profile, or purchase data so each group receives relevant messaging.
What it actually means
Segmentation is the difference between an email list that prints money and one that destroys your sender reputation. A good Klaviyo setup will segment subscribers by engagement (last 30/60/90 days), purchase recency, product affinity, average order value, and predictive lifetime value. Brands using only "all subscribers" as a target see open rates of 8-12%; well-segmented brands see 35-50%+. Segmentation also drives deliverability — sending only to engaged users protects sender reputation against the inbox providers (Gmail, Yahoo, Apple Mail).
Related terms
Klaviyo
A behavioral email and SMS platform purpose-built for eCommerce, with native Shopify integration and event-level customer data.
Email Deliverability
The probability that your email reaches the inbox instead of spam or the promotions tab. Driven by sender reputation, authentication, and engagement.
Flow (Email/SMS)
An automated sequence of messages triggered by a customer action — welcome, abandoned cart, post-purchase, etc.