Most Klaviyo accounts have 200+ segments that nobody uses because nobody can remember what they mean. The brands getting ROI from segmentation have 15-30 named, documented, actively-used segments. This SOP makes segmentation a system, not a junk drawer.
Use this SOP as a template
Copy or download the full procedure as Markdown or a Word file, then adapt it to your Klaviyo setup. Free, no signup, paste it straight into Notion, Google Docs, or ReccordSOP.
Bad segmentation means broadcast emails to everyone, which trains list fatigue and tanks deliverability. Good segmentation lifts revenue per send by 30-50 percent at the same volume. The difference is structure.
Format: [purpose]-[criteria]-[date]. Example: 'lifecycle-vip-2026q3' or 'behavior-cart-abandoned-30d'. Easy to find, easy to audit.
VIP (top 10% LTV), Active subscribers, At-risk lapsing, Brand new, Engaged non-buyers. Everything else builds on these.
Based on actual campaign needs. 'Clicked X campaign in last 30 days' is useful. 'Female browsers in CT' is hypothetical.
Name, criteria, owner, last used date, results. Without this, you'll have 50 segments and remember 5.
Delete segments unused for 90 days. Refresh date-range filters on time-bound segments. Cull aggressively.
Recent purchasers (last 7 days), recently messaged (last 48 hours). These get excluded from broadcasts to prevent fatigue.
Klaviyo's predicted LTV is decent for VIP identification. Combine with actual spend for the cleanest segment.
Powers post-campaign analysis: which segments performed best for this campaign type? Compounding learning.
Related guide
Five checks, a scoring rubric, and a quarterly cadence for catching broken triggers, aged-out segments, and revenue leaks.
Related guide
Sender reputation, list hygiene, and the sunset policy that keeps your flows out of the spam folder.
Record your screen while performing the klaviyo segmentation strategy. ReccordSOP turns the recording into a SOP with timestamped screenshots. When your live setup changes, drift detection flags it.
Generate this SOP free15-30 in active use. Below 15 and you're under-segmenting. Above 50 and you have a junk drawer.
Yes for VIP and at-risk identification. Combine with rule-based criteria for cleanest results. Don't rely on predictive alone.
Quarterly. Delete unused, refresh date filters, rename anything that's gotten confusing. Audit takes an hour and prevents drift.
I built ReccordSOP after watching too many DTC ops teams lose months to undocumented workflows. These SOPs are battle-tested with Shopify operators running $1M to $50M brands.
Last reviewed June 1, 2026
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