Building email segments from on-site behavior

POST-4/7👉 Email used to be a megaphone. In 2025, it’s a whisper in a very specific ear. Gone are the days when “blast to all” could pass as a strategy. In fact, that approach in 2025 is actively hurting your deliverability. Email Service Providers (ESPs) like Gmail, Yahoo, and Outlook are no longer just evaluating your IP health—they’re scoring your sender behavior at the recipient level. That means if 40% of your list is cold or disengaged, Gmail sees you as the problem—not just the user. ⚠️ Real Consequence: 1. We audited an ecommerce fashion brand with 220K contacts. Over 92K of them hadn’t clicked a single email in 90+ days. Gmail flagged them for bulk spam behavior, and inboxing fell from 78% to 46% overnight. 2. They were running promos weekly. Nothing was technically broken—but nothing was relevant. That’s what got them crushed. What Micro-Segmentation Solves in 2025: ✅ Reduces spam complaints ✅ Increases engagement velocity ✅ Signals positive intent to inbox providers ✅ Unlocks higher revenue per send with smaller cohorts Micro-Segmentation Tactics That Work Now: 1. Behavior-Based Journeys: Forget static tags. If someone viewed winter boots but didn’t buy, your next 3 emails better talk about warmth, snow, or style—not your general spring lookbook. ✅ Klaviyo + Shopify data lets you trigger flow branches based on: Last viewed product category Cart abandonment by SKU group Pages viewed in session (via UTMs or on-site behavior) Pro Tip: Use dynamic content blocks inside campaigns to adjust hero sections based on browse activity without cloning entire flows. 2. Lifecycle Automation by Spend Velocity This isn’t “new vs returning” logic anymore. In 2025, flows shift based on: Time since last order AOV trends SKU replenishment cycles Example: First-time customer who hasn’t returned in 30 days → “2nd purchase incentive” High-value buyer within 7 days → “VIP early access” Customer inactive 60+ days → Winback + dynamic offer block + channel sync suppression 3. AI-Supported Clustering Tools like RetentionX, Lexer, and even Klaviyo’s predictive analytics are now building multi-dimensional customer clusters using: Purchase frequency Channel source Time to second order Category loyalty It’s loyal mid-value buyers who shop monthly but only when free shipping is offered. ✅ What to do: Export these clusters to your ESP Build messaging that maps exactly to their past actions Suppress low responders from paid channels and warm email instead. Ready to Execute? Create 5 foundational micro-segments: 1. High spenders 2. First-time buyers 3. VIPs (CLV > 2.5x avg) 4. Dormant >90 days 5. Active clickers, no conversion Test 2 cadences per segment: VIPs: 4x/month + early access Dormant: 1x/month reactivation with content—not promos Use Recency, Frequency, and Monetary score buckets to tag customers and let your automations react to movement between them. #EmailMarketing #email

Agency owners: Are you still segmenting email campaigns based on who opened your last few emails? Here's a simple way to make yourself look like a hero to your clients (because you'll make them at least 15% more email revenue). Most email campaigns target based on static rules: - Who opened emails in the last 30 days - Click activity from recent campaigns - General "engaged subscribers" The engagement approach focuses on who interacted recently, which is a helpful signal and good for deliverability. It fails to consider behavioral signals of intent. Behavioral intent signals work differently. Instead of asking "who engaged?" they ask "what's the likelihood this person would buy right now?" These AI predictive segments update in real-time based on behavioral intent shown by shoppers like: - Price sensitivity from past purchases - Pattern matching against your highest-value customers - Category browsing patterns that predict purchase timing - Which sources drive best results This creates a massive difference in targeting. Your customer who engaged heavily 25 days ago might be completely uninterested today. Meanwhile, someone who hasn't engaged for 60 days just came to your site and fits the exact profile of customers who make their second purchase around this timing. AI (Machine learning) makes this possible by analyzing customers that show similar behaviors, buying timing, and price sensitivity. The impact is undeniable. One customer of ours saw a 321% increase in revenue per recipient (full transparency - the actual number was WAY more but 321% already sounds crazy). Most agencies stick with engagement-based campaigns because they're easy and "safe." But with predictive segments there's TWO really simple plays: 1. Send the emails you're already sending to these predictive segments and make more money 2. Send more tailored emails to these predictive segments and make EVEN MORE money Either way, you drive more incremental revenue for your client and look like a hero. Drop a comment: Have you tested segments outside of engagement or static rules? What results did you see?

I sat down with Lea Algazy, Head of Partnerships at Rep AI, to break down how combining Rep AI and Mailability.io is unlocking 50%+ of total store revenue through email with Klaviyo. The secret? Using Conversational AI data + real-time intent scoring to move beyond static email journeys. Here’s the 3-step strategy powering it: Step 1: Turn live conversations into data-backed email journeys - Rep AI’s chatbot collects emails through natural, high-intent on-site interactions. - Those subscribers are synced directly to Klaviyo, enriched with context and preferences. - Mailability.io applies a real-time Intent Score to each profile the moment they enter your system. Step 2: Score and segment based on real behavior - Every profile is scored individually, not just tagged - That allows brands to: • Re-engage shoppers who chatted in the past but didn’t convert • Identify moderate-intent profiles and warm them up • Pinpoint hyper-engaged users who just need one more nudge to buy - Profiles move in and out of Mailability’s AI segments and AI flows automatically, based on real-time behavior. Step 3: Personalize flows and campaigns at scale - Use the combination of Rep AI’s 500+ chat data points and Mailability’s Intent Scores and smart actions to send the right message, to the right message, at the right time, on autopilot. - Brands are using this to: • Warm up cold profiles and bring them into high-performing AI campaign lists and flows • Increase site activity by 71.5% by sending the right message at the right time • Trigger on-site engagement when high-intent users return, without missing the moment to increase email revenue by 32% It’s not about blasting more emails. It’s about aligning signals across your tech stack and letting real-time behavior guide every send. The full breakdown is in the slides. Curious how this might look inside your Klaviyo account? Let’s connect? https://lnkd.in/dCdwyQ2d

Sending emails without a proper segment is like shouting into a void and expecting the echo to buy something. It doesn’t work—unless your target audience is 𝘤𝘳𝘪𝘤𝘬𝘦𝘵𝘴. Here’s the thing: segments are the secret weapon behind successful email flows and campaigns. You don’t just send an email to everyone who’s ever breathed near your website. You send it to: • The loyal fan who clicks “add to cart” but never “checkout” • The VIP who hasn’t bought anything in six months (gasp) • The first-time buyer who might be wondering if your store ships their favorite flavor of nostalgia But let’s face it: building segments can feel like assembling Ikea furniture without the manual—dropdowns, filters, conditions… 𝘪𝘴 𝘵𝘩𝘪𝘴 𝘦𝘷𝘦𝘯 𝘢 𝘤𝘩𝘢𝘪𝘳 𝘢𝘯𝘺𝘮𝘰𝘳𝘦? Well, Klaviyo just changed the game. 🎉 Enter: AI-powered segments—a tool that lets you build hyper-targeted segments just by describing them in plain English. You write something like: “𝘚𝘩𝘰𝘸 𝘮𝘦 𝘦𝘷𝘦𝘳𝘺𝘰𝘯𝘦 𝘸𝘩𝘰 𝘣𝘰𝘶𝘨𝘩𝘵 𝘤𝘢𝘯𝘥𝘭𝘦𝘴 𝘭𝘢𝘴𝘵 𝘉𝘭𝘢𝘤𝘬 𝘍𝘳𝘪𝘥𝘢𝘺, 𝘩𝘢𝘴𝘯’𝘵 𝘰𝘱𝘦𝘯𝘦𝘥 𝘢𝘯 𝘦𝘮𝘢𝘪𝘭 𝘪𝘯 3 𝘮𝘰𝘯𝘵𝘩𝘴, 𝘣𝘶𝘵 𝘭𝘦𝘧𝘵 𝘢 𝘳𝘦𝘷𝘪𝘦𝘸 𝘪𝘯 𝘵𝘩𝘦 𝘭𝘢𝘴𝘵 𝘺𝘦𝘢𝘳.” And boom—AI translates your thoughts into a fully built segment. Is it perfect? Not always. But it’s a huge leap forward—cutting out the pointing, clicking, and dropdown doomscrolling. Smarter segments, faster. That’s more time for you to focus on creating campaigns that land with impact. Because let’s be real: who you’re emailing matters just as much as what you’re emailing. Oh, and that loyal fan who hasn’t clicked checkout yet? Maybe it’s time to send them a nudge. AI might just help you figure out what’s missing. 😉

Personalization isn't just about adding a <dynamic name tag> in your follow-ups. That’s table stakes. Go deep, get relevant, and it will add rocket fuel to your paid efforts by lowering CAC and driving LTV. Here are 5 key personalization and segmentation tactics we’re running with Klaviyo this year to supercharge our growth: 📈 1. Triggered flows from high-intent actions Quiz completion, PDP views, cart hovers…we don't wait for them to just remember us. We create experiences that tie back to their interests and behavior. The setup: - Someone completes our quiz → immediate flow based on their results - Product page browsers → targeted follow-up for that specific SKU - Cart hoverers → urgency sequence before they forget Result: better conversion than universal welcome emails because they're contextual, not generic. 🔁 2. Dynamic segments that update in real-time Goal here is to build logic, not static lists. If someone browses 2+ collagen SKUs but doesn't purchase, they're moved into a "Collagen Consideration" segment automatically. If they buy, they're moved out. This keeps messaging relevant and timing tight, without needing manual intervention. 🧠 3. Predictive churn alerts + automated winbacks We use churn prediction scores to ID high-risk customers before they stop buying. Example: When someone views your 'Cancel Subscription' FAQ, they automatically get a churn prevention sequence within 24 hours. The flow: → Educational content + stronger value props → One-time discount to "pause" rather than cancel → Reminder of points or rewards they'd lose Win back a higher percentage of your churn-risk users this way (without hoping to retarget them on Meta). 🎯 4. On-site personalization from zero-party data When a customer shares goals or preferences in a quiz, we don't let that data sit. We use it to personalize everything from email subject lines and SMS follow-ups. "Looking for joint support?" → Product recommendation shows collagen SKUs, not fat burners. This creates a more relevant buying journey and lowers decision fatigue. 🔄 5. Cross-channel sequencing (email → SMS → onsite) We build orchestration into the flow logic, not just "blast and pray." Day 0: Email with their quiz results Day 1: SMS with a limited-time offer Day 3: If they return, they see a pop-up based on their quiz results This cross-channel sequence drives higher engagement while avoiding overexposure on any one channel. The tool that makes this possible is Klaviyo, and this is just a small example of what we’re building with it. Because it’s a full-on B2C CRM, Klaviyo lets us create highly personalized, high-performing flows at every stage of the funnel. If you’re still just batching and blasting, I recommend checking them out: https://lnkd.in/d7pKaQRB #Klaviyopartner

Most brands segment their list by demographics… Smart brands segment by behavior Want to send emails that actually convert? Stop guessing what people want. Start watching what they do. Behavior-based segmentation > demographic segmentation every single time. Here’s what that looks like in practice: 👀 Viewed but didn’t buy → Trigger a reminder email with the exact product they browsed. Bonus points if it includes social proof. 🛒 Abandoned checkout twice in one week → Send urgency-driven emails, but keep it human: “Need help with anything?” often works better than pushing discounts. 📦 Repeat customer, 3+ orders → Treat them like VIPs. Early access, surprise gifts, or personal thank-yous go a long way. 🧊 Cold subscribers → Don’t just remove them. Run a re-engagement campaign with a bold subject line and a reason to care again. 🧪 Clicked on "X" category, never purchased → Create a mini-segment and drip out focused content/offers just for that product line. The point is: Don’t treat everyone the same. Because they’re not. Your email strategy is only as smart as your segmentation. Get sharper, go deeper, and watch the revenue follow. 📈 #emailmarketing #ecommerce #ecom