Open up your Klaviyo account and take a look at your segments.
Chances are, you’ve got a bunch of them maybe 10, maybe 30.
“High Intent Buyers.”
“Browsed But Didn’t Purchase.”
“VIP Customers.”
You name it.
But here’s the honest truth: Most brands are sitting on dozens of segments... and doing absolutely nothing with them.
No campaigns.
No flows.
No strategy.
Just rows of labels and filters gathering digital dust.
And that’s a massive missed opportunity.
Why Segments Matter More Than You Think
Segmentation in email marketing isn’t just about being organised. It’s about being strategic.
When done right, segments let you:
- Send the right message to the right person at the right time
- Increase open and click-through rates
- Avoid unsubscribes and keep deliverability high
- Recover revenue you’d otherwise lose
- Build real trust with your audience by being actually relevant
But the key phrase here is “when done right.”
And most brands? They aren’t even close.
We Audited a Brand with 32 Segments and Guess How Many Were Used?
Not long ago, we looked under the hood of a growing e-commerce brand.
They had 32 segments sitting in their Klaviyo account.
Guess how many had been touched in the last 6 months?
Three.
The rest? Just sitting there, waiting to be useful.
It’s like having a drawer full of $50 gift cards you forgot about.
You wouldn’t ignore that money — so why ignore the segments that could drive real results?
What You Should Be Doing with Your Segments
If your segments are just sitting there untouched, here’s what to focus on instead.
1. Lift AOV by Targeting High-Value First-Time Buyers
Not all first-time buyers are created equal.
Some spend more than average. Some purchase more than one item.
That group? They’re ripe for upsells.
Create a segment for these high-value first-timers and show them bundles, refills or product pairings they’re most likely to grab next.
2. Recover Lapsed Customers with Product-Specific Reactivations
Instead of sending the same winback campaign to everyone, use segments to get specific.
If someone used to buy skincare but hasn’t in 90 days?
Show them what’s new in your skincare range, not just a generic discount.
Tailored messages convert better because they show you understand the customer.
3. Suppress the Right People, at the Right Time
Sending emails to people who aren’t ready to buy (or aren’t opening at all) can hurt more than help.
Use segments to suppress:
- Recent buyers from promo campaigns they don’t need
- Unengaged customers to protect deliverability
- VIPs from discounts they already paid full price for
This protects your list and keeps your emails relevant.
4. Send Campaigns That Match Intent
“Browsed But Didn’t Buy” is a great start.
But go deeper.
Segment based on what someone browsed — categories, price points, even time spent on-site.
Then build campaigns that speak directly to that behaviour.
The result?
Open rates that climb, click rates that follow, and revenue that surprises you.
5. Build Smarter Flows Based on Behaviour, Not Just Time
It’s easy to build a flow with a 3-day delay between emails.
But what if, instead, your flow shifted based on what someone did next?
They viewed a second product? They get a different follow-up.
They didn’t open the last email? Show them a different angle.
Behaviour-based logic makes flows smarter and more effective.
It’s Not About More Segments, It’s About Better Use
You don’t need fancy logic or 50 overlapping filters.
You just need to make use of what you’ve already got.
That’s how we approach segmentation at Flowstate:
✅ Simple logic that reflects real customer behaviour
✅ Campaigns and flows that use segments strategically
✅ Testing that proves what’s working and what’s not
Because segmentation isn’t a checklist item. it’s one of the most powerful levers in your email strategy.
Final Thought: You’re Sitting on Gold. Use It.
Most brands don’t need more segmentation.
They need to use what’s already there.
If you’ve got segments sitting idle, it’s time to start thinking differently.
Email should feel personal. Segmentation is how you make it happen at scale, and with real returns.
Want to unlock the value hiding in your Klaviyo segments?
Let’s turn them into serious revenue.
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