hi Shaun here from email experts we help e-commerce brands grow via email
and automated marketing and in this video I’m going to go over lists and segments in Klaviyo
this is one of our most requested topics in this video I’ll go over what lists are
what segments are and how to choose when to use lists or when to choose a segment
lists and segments are super powerful tools in Klaviyo they have some similarities but despite
them being under the same label in the side menu they have very different purposes you may
have heard people say that lists are static and segments are dynamic but what does that
actually mean so let's start with the easy one lists a list is simply a place where you
can put your subscribers customers join your list through forms on your website pop-ups
through the checkout competitions or other forms that you set up or by importing subscribers
directly so here's how you set up a list within Klaviyo under lists and segments click create list
click list give it a name
and that's it now your list is ready you can connect it to a signup form where you
can upload contacts directly and if you'd like to learn more about using sign up forms and pop-ups
check out our video in the description at email experts we recommend you have only three lists
one the list for your sign up offer if you have a 10 offer set up a separate list for this and use
this to trigger your welcome series see the video in the description if you want to know more about
connecting forms to your list and and subscribe because we'll be making a video soon about how
to set up a welcome series too the second list is a list for your checkout connect the checkout to
a list and thirdly your other list so newsletter or subscribers this is a list to add subscribers
to when you need to import them even if this if you don't do this very often it's rare we still
recommend setting up this list so to summarize lists are buckets where you can add subscribers
subscribers are added when they subscribe and are removed when they unsubscribe so now onto segments
segments are a way to look much deeper at your subscribers and understand how they behave and
target them with precision unlike other platforms Klaviyo segments are not a subset of your list
segments are pulled from across your whole account
all of your subscribers so there are a few ways to segment your subscribers
firstly buy something they've done or haven't done so purchased or clicked or all that sort of thing
secondly by some something they are or somewhere they are thirdly by something Klaviyo predicts
so if you have the data or for if they're on a list yes you can make a segment with a list
so let's go through them something they've done such as buying browsing or opening emails
to something they are somewhere they are these are any profile properties about the subscribers
so this could be the country or state that they're in their name or even their birthday or something
Klaviyo predicts Klaviyo has predictive analytics if you have a small store Klaviyo will allow you
to predict their gender based on US recent US census data and your customer's first name
if you have a larger store Klaviyo will also allow you to predict churn rate likelihood and
likely next purchase date and the really great thing about segments is that you can combine rules
so let's jump into an actual demo of of how to make a segment within Klaviyo so within Klaviyo
go to lists and segments and again just go to create list or segment click on segment
and imagine for example that you're a Californian brand and you want to win
back disengaged customers with a discount so you can combine the different rules as I said
so let's say we want Californian women who haven't bought recently
so we want to say something that they have or have not done so we want to say that they've
placed an order at least once over all time but they haven't placed an order recently so they've
placed an order zero times in the last let's say 60 days so now we also want to stack on top of
this a rule about where something about them where they are so property about someone we want to say
state and you can see all the great Klaviyo metrics that we can get here so state equals
California and we also want to add a rule about something that Klaviyo predicts about them so
predictive analytics about somebody because this is a small store we've only got predicted gender
and so that's the predictive analytics and the way that Klaviyo determines this is based on US census
data and your customer's first name keep in mind that it's not going to be perfect and so you might
decide rather than saying likely female depending on your audience you might want to say is not
likely male still make sure that your message that you create with this is not super gender specific
that it's going to upset somebody if they're being misaligned with a you know gender ambiguous name
for example so this would give us our segment the other thing that I mentioned as well is that you
should also include your main three lists as rules as well so you click is if someone is or
is not in the list so we'll choose our newsletter list or it's in our Shopify accepts marketing list
now finally we can also include a rule about is not suppressed is not suppressed now it's good
to add this rule as well but don't stress if you don't when you send an email Klaviyo will
automatically exclude suppressed and unsubscribed users from your send so this rule is really here
only to make sure that your segment has accurate numbers and that's all you can't accidentally
send to subscribers who have unsubscribed Klaviyo won't allow you to do it so then you click create
segment and Klaviyo will calculate and then it will show you now I won't show this here for
privacy reasons so when should you use a segment firstly when you create a campaign
consider whether the content you're creating is relevant to all subscribers or just a subset if
it's a subset then probably go with a segment on the flip side if you're having trouble coming up
with content ideas make some segments this might trigger ideas for your campaigns for example if
you've got lots of customers who haven't bought in a while send an offer or make a segment of people
who have bought but haven't bought a specific product they might not be aware of that product
so when should you use a list and when should you use a segment so when you create a signup form you
have to connect that to a list you don't have an option when you are creating a flow trigger then
I always recommend using a list it is possible to use a segment but segments don't always calculate
exactly in real time so someone might subscribe and meet the rules of the segment but it might
be a there might be a delay before they trigger the welcome series for example so I recommend
using lists and especially since you're already connecting the sign up forms to the list anyway I
recommend using the list as the trigger there for campaigns you can use lists there's no major issue
with that especially if you just want to send to everybody but I do recommend using segments
because you can combine all the lists into one segment and also you can make audience segments
the amazing thing with audience segments is you always get more engagement if you make targeted
audiences and Facebook audiences again you can make a list of Facebook audiences but again I
recommend using segments for Facebook audiences because it allows you to do much more granular
and more targeted Facebook audiences for your seed audiences for look-alikes or as an exclusion
audience lists and segments are great tools for you to use in Klaviyo to better understand your
customers and target them with email marketing i hope you found this useful if you have any
questions please leave them below if you like this content we'd really love if you'd subscribe and
keep an eye out for other videos we make good luck and we look forward to seeing what you build