How to exclude recent buyers from a Klaviyo campaign

To exclude recent buyers from a Klaviyo campaign, build a segment of people who placed an order in a chosen recent window and add it to the campaign exclusions. Reuse the same segment for every promotion. This protects customer trust and margin, and it keeps promotional emails relevant to people who are still in the market.

Have this ready.

• A connected store that sends order events to Klaviyo
• A decision on how long counts as recent for your products
• The campaign you plan to send
• A list or segment of your target audience

Steps.

1. 1. Decide the window

   Choose how many days after purchase a customer should be left out of promotions. A fast moving product needs a shorter window than a considered purchase.

2. 2. Create a recent buyers segment

   Open Lists and Segments and build a segment based on the placed order event within your chosen window.

3. 3. Check the segment members

   Look through a few profiles and confirm the people shown really did buy recently. Fix the definition if anything looks off.

4. 4. Open the campaign

   Start or open your campaign and choose the audience you want to send to as normal.

5. 5. Add the exclusion

   In the audience settings, add the recent buyers segment as an exclusion so those people are removed from the send.

6. 6. Review the count

   Compare the audience size before and after the exclusion. A sensible drop confirms it is working.

7. 7. Give buyers their own messages

   Let your post purchase flow handle recent buyers instead, with care content, reviews and cross sells rather than a discount that feels unfair.

Common pitfalls.

• Sending a sale to someone who paid full price yesterday and damaging trust.
• Setting the window so wide that you silence loyal buyers for too long.
• Forgetting the exclusion on one campaign out of many.
• Using a metric that does not match how your store records orders.

Check it worked.

• Recent buyers segment exists and is tested
• Segment is added as a campaign exclusion
• Audience count drops as expected
• Post purchase flow covers excluded customers
• Same exclusion reused for future promotions

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.