How to build a seasonal campaign segment in Klaviyo

A seasonal segment targets people most likely to care about a time of year, such as back to school or a holiday. In Klaviyo you combine past purchase of relevant products, recent site interest and engagement, add a time window, exclude people who just bought, and preview the size before sending.

Have this ready.

• The campaign theme and the products it features
• Purchase and browsing data syncing into Klaviyo
• A date for when the campaign will send
• A clear view of how many people you expect to reach

Steps.

1. 1. Define who the season is for

   Write a one sentence description of the target, such as parents of school age children or past gift buyers. The segment should match it.

2. 2. Start with past purchase signals

   Add a condition on people who bought from the relevant collections in earlier seasons. Last year buyers are often the best audience.

3. 3. Add current interest signals

   Include people who viewed relevant products or collections recently, using the viewed product or site activity data you have.

4. 4. Combine with engagement

   Add a condition such as opened or clicked in a recent period, so the segment contains people who actually read your email.

5. 5. Exclude recent buyers

   Add a condition to exclude people who placed an order in the last few days or who already bought the featured product.

6. 6. Preview the audience

   Check the member count and spot check a few profiles. If it is too small, widen the time windows. If it is huge, tighten the conditions.

7. 7. Name it for reuse

   Give the segment a clear name with the season and year, so you can duplicate and adjust it for next time.

Common pitfalls.

• Using one broad condition so the segment is just your whole list.
• Forgetting that segments update over time as people qualify or drop out.
• Not excluding people who just purchased the featured item.
• Vague names that nobody can reuse.

Check it worked.

• Segment matches the one sentence audience
• Time windows are explicit
• Recent buyers are excluded
• Member count previewed and sensible
• Name includes season and year

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our klaviyo email marketing service or book a free audit.