How to segment engaged subscribers in Klaviyo

To segment engaged subscribers in Klaviyo, create a segment that includes people who can receive marketing and have recently clicked, been active on your site or placed an order. Combine several signals rather than opens alone, because open data is unreliable.

Have this ready.

• A working definition of engaged for your store
• Tracking that records clicks and site activity
• Awareness that Apple Mail Privacy Protection inflates opens
• A use for the segment, such as core campaign sends or testing

Steps.

1. 1. Decide the time window

   Choose how recent activity must be. A shorter window gives a tighter group; a longer one reaches more people. Match it to how often customers normally buy.

2. 2. Create a new segment

   Open the segments area and start a new segment. Name it clearly, such as engaged recent, so teammates know its purpose.

3. 3. Require marketability

   Add a condition that people can receive marketing, so unsubscribed or suppressed profiles never appear regardless of their activity.

4. 4. Add activity conditions

   Use an OR group with clicked email, active on site and placed order inside your window. Joining these keeps buyers who do not click.

5. 5. Handle new subscribers

   Add a rule that includes recently created profiles, so people are not left out before they have had a chance to engage.

6. 6. Check the preview

   Review sample profiles and the size. If it is far smaller or larger than expected, adjust conditions or the time window.

7. 7. Use it deliberately

   Apply the segment to campaigns that need strong placement, or use it as the base for testing. Keep a wider campaign for the rest.

Common pitfalls.

• Using opens alone, which can count machine activity as engagement.
• Forgetting the marketable condition and emailing people who have opted out.
• Making the window so tight that real customers fall out.
• Treating the segment as permanent when it updates continuously as behaviour changes.

Check it worked.

• Segment name and definition are documented
• Marketable condition is present
• Activity conditions are grouped with OR logic
• New subscribers are accounted for
• Sample profiles match your expectations

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.