3 EASY Segments That DOUBLE Email Revenue

Segmentation can make or break your Klaviyo account. It decides whether your emails reach the right people or end up buried in spam. Yet most brands either overcomplicate their segments or barely use them at all.

Today, I am breaking down the exact segmentation system we use at ASPEKT to generate higher engagement, stronger deliverability, and more revenue for our clients.

We keep it simple, clean, and effective with three main categories:

Master and Engaged Lists
Buyer Lists
Suppress Lists

1. Master and Engaged Lists

This is the foundation of your entire email system. Your master list contains all subscribers who opted into your marketing, while your engaged lists segment those subscribers by activity level.

The purpose of these segments is to improve engagement, boost deliverability, and make your campaigns easier to target.

Core Segments to Set Up

Master List: Everyone who has subscribed to your email marketing.
SMS Subscribers: Those who opted into text messages.
SMS Subscribers (USA): Useful if you want to control SMS costs.
Engaged 15, 30, 60, 90, and 120 Days: Segments based on when subscribers last opened or clicked an email.
Highly Engaged: Subscribers who consistently open and click within short time frames.

The logic here is simple: start by emailing your most engaged segments (15–60 days) and gradually expand to less engaged ones (90–120 days). This keeps your sender reputation strong and prevents your list from decaying.

2. Buyer Lists

Your buyer segments are where you turn customers into repeat purchasers. The goal is to send personalized, relevant content based on buying behavior while avoiding sending unnecessary emails to recent buyers.

Key Buyer Segments

All Buyers: Anyone who has made at least one purchase.
Repeat Buyers: Customers who have purchased two or more times.
VIPs: High lifetime value customers. Your threshold will vary depending on your brand. For some, it is $200 spent. For others, it could be $1,000 or more.
Recent Purchasers (Last 14 Days): Exclude these customers from promotional campaigns so they are not bombarded after just buying.

Pro Tip

You can segment even deeper by specific product or category. For example:

Exclude people who already bought the product you are promoting.
Or include them for a cross-sell opportunity.

If someone bought shoes, show them socks or cleaning kits. If they bought a t-shirt, show them jackets or accessories.

These targeted segments are where personalization turns into profit.

3. Suppress Lists

This is the most underestimated category. Suppress segments help you avoid sending to the wrong people who can tank your deliverability and damage your sender reputation.

You want to exclude subscribers who are unengaged, inactive, or suspicious.

Core Suppress Segments

Winback Flow Triggers: Subscribers who have not engaged in 120–180 days should be added to a winback flow before being removed.
Bounced Emails (2x): People whose emails bounced multiple times.
Never Opened / Never Clicked: Subscribers who never engaged since joining your list.
No Recent Engagement: Subscribers inactive for months or nearly a year.
Marked as Spam: Automatically built in Klaviyo, but make sure to exclude them.
Low Engagement: Anyone with little to no engagement who drags down performance.
Suspected Spam Traps: Emails that are fake, bots, or web crawlers subscribing to your list.

Bonus Tip

Keep an eye out for known spam addresses like mark.mustermann@example.com. This one appears often in Shopify stores. Add these emails to a “Spam Trap” segment that automatically suppresses them from future sends.

Keeping your suppress lists clean will dramatically improve your inbox placement and lower your Klaviyo bill.

Bonus Segment: Resend Filter

If you are resending campaigns with a new subject line, you should never send to people who already opened the first email. That can hurt engagement and irritate subscribers.

To fix this, create a Resend Exclusion Segment that filters out anyone who opened the previous campaign.

This allows you to resend the same email to the unopened group only, increasing reach without damaging deliverability.

Final Thoughts

The most profitable email accounts are not the ones that send the most emails, but the ones that send to the right people.

Keep your segmentation simple and strategic:

A strong master list for healthy engagement.
Buyer segments that drive repeat purchases.
Suppress segments that keep your deliverability clean.
A bonus resend filter to maximize reach without hurting performance.

Segmentation is not about having 50 lists. It is about knowing who to send to, when to send, and who to leave out.

If your Klaviyo segmentation looks messy or unclear, let our team at ASPEKT audit it for you. We will show you where the leaks are and how to fix them for maximum revenue and deliverability.

You can get your free email and SMS audit today and start scaling your retention channel the right way.