If you’re running a Shopify store and not taking full advantage of Klaviyo’s segmentation tools, you could be leaving money on the table.
In this guide, we’ll walk you through how to create segments in Klaviyo that are not only smart, but strategically built to boost your conversion rates, improve deliverability, and increase customer lifetime value.
What is segmentation in Klaviyo?
In Klaviyo, a segment is a dynamic list of contacts who meet specific criteria, like having purchased a certain product from your Shopify store, or having visited a collection page but never checked out. Unlike static lists, segments update automatically as customer behaviours change.
Well-built segments let you:
- Tailor your messaging to real customer actions
- Boost your open and click-through rates
- Send fewer but more effective emails
- Protect your sender reputation and inbox placement
But hey – isn’t that like flow triggers?
Yes – and no.
Segments are dynamic groups of people who meet a set of conditions, while triggers are event-based automations. They can be used similarly, but you will likely want to reach for segments for the likes of:
- Targeted campaign emails (e.g. “People who ordered skincare in the last 90 days”)
- Exclusions (e.g. don’t send a sale email to people who just bought that item)
- Reactivation campaigns (e.g. high churn risk customers who haven’t ordered in 60+ days)
- Lifecycle targeting (e.g. “First-time buyer” vs “Repeat purchaser”
Basically, you’ll likely see crossover functionality between triggers and segments, but there will be many instances (like those listed) where using a segment will be the more effective option.
How to segment your audience effectively
1. Start with Engagement-Based Segments
When you’re getting started, we’d recommend that you create essential engagement tiers like:
- Engaged in last 30 days (opened/clicked at least once)
- Engaged in last 90 days
- Never opened an email
This lets you send more frequently to warm users, and avoid blasting inactive subscribers, which can harm deliverability.
2. Use Shopify Product Tags or Collections
Want to target people who browse or buy from specific categories in yKlaviyo + Shopify lets you go beyond basic demographics. You can segment your audience based on what they’ve actually looked at or bought — turning passive behaviour into active opportunity.
For example, you might set your segment filters like:
What someone has done > Viewed Product > where Tag = skincare
Or perhaps:
What someone has done > Viewed Product > Collection = winter jackets
These users have shown intent – they’ve looked at specific products but may not have purchased (yet). That makes them ideal for:
- Follow-up product education (e.g. “Not sure which serum is right for your skin?”)
- Restock or launch alerts (e.g. “Our bestselling winter coats are back in stock”)
- Time-sensitive nudges (e.g. “Skincare sale ends midnight!”)
Even if they haven’t added to cart, this group is warmer than your average subscriber.
You can see how you might build this with this “Ankle Boots Interest” example:
3. Target Repeat Buyers vs One-Time Shoppers
Shopify makes it easy to track customer order counts, and Klaviyo can use this to segment your audience by buyer status.
A First-Time Buyer segment might include anyone who has placed exactly one order. These customers are early in their journey and may benefit from onboarding emails, product tips, or a small incentive to encourage a second purchase. It’s the perfect time to build trust and guide them toward becoming repeat customers.
At the other end, a VIP Customer segment could include those who’ve placed three or more orders and spent over £250. These loyal shoppers deserve more than generic emails – think early access, loyalty rewards, or exclusive offers. By treating them differently from new customers, you boost retention and show real appreciation. With segments like these, your emails feel tailored, not transactional.
4. Use Geographic Segments for Shopify Shipping & Offers
If your Shopify store offers region-based shipping, localised deals, or seasonal items, segment by:
- Shipping address country or region
- Postcode filters (e.g. London-only offers)
- Currency preferences or store location (if multi-currency is enabled)
It adds relevance and urgency, especially for time-sensitive Shopify campaigns like limited stock, flash sales, or pre-orders.
Using Klaviyo’s AI Functionality
Klaviyo’s new AI-powered segmentation tools simplify the process of building targeted lists. If you know the kind of customer you want to reach but aren’t sure how to set up the logic, the “Define with AI” feature lets you describe the audience in plain language – for example, “customers who bought skincare in the last 60 days but haven’t opened our last 3 emails.” Klaviyo then suggests the appropriate conditions to create that segment.
It’s ideal for marketers who don’t want to spend time building complex rules manually or who are still getting familiar with the platform. You can refine the results, combine with Shopify data (like product tags or order value), and start using it right away for campaigns or flows. It’s a quick, intuitive way to build smarter segments that reflect real customer behaviour – without needing to be a technical expert.
TL;DR — Smarter Segmentation for Shopify Growth
- Start with engagement: warm up your best readers
- Target cart abandoners using Shopify’s cart data
- Use product tags, collections and order counts
- Separate VIPs from first-timers
- Recover likely-to-churn customers with timely offers
- Geo-segment based on shipping zones or local deals
Final Thoughts
If you’re running a Shopify store, effective segmentation in Klaviyo can dramatically improve your results without sending more emails. From boosting sales to building customer loyalty, it’s one of the most powerful (and underused) tools at your fingertips.
Need help with your Klaviyo? Contact us via our website – we’re always happy to chat.
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