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Who Should You Be Sending Your Email Campaigns To?

March 04, 2025

Hey It’s Dylan from Inbox Insights.

I often hear people freaking out over how to segment their audience and who to send their email campaigns to.

I’ve had clients ask me to segment by birthday, favourite color, the works!

I’m here to tell you the same thing I’ve told them.

Keep it simple!

Firstly, In order to capture information from our customers like birthdays, hobby’s and other unrelated info, we’re going to have to add an additional section in our pop up form.

This is going to hurt our submit rates as people have to fill out more information, leading to a lower amount of new subscribers.

The small amount of revenue you MAY make by ending an email on their birthday Is just not worth it compared to having more people enter your list.

Secondly, extreme segmentation is a headache and has a lot of moving parts. You don’t have time for that.

The Fix

Instead, what you want to do is segment your audience based on their activity level.

30 day engaged list

60 day engaged list

90 day engaged list

120 day engaged list

People who have actively been opening your emails and interacting are much more valuable to your brand the those who haven’t opened an email in a year but have a birthday in March.

If you’re seeing poor open rates, it likely means you are ending up in spam and need to tighten up your list.

By starting on a smaller list size (people who have engaged in the last 30 days), we ensure higher opens and engagement. Once we hit consistent open rates we are happy with, we can open our list to more people (60,90,120).

How To Set This Up

Go into your Klaviyo dashboard and create a new segment.

Use the following conditions:

If someone can receive email marketing, because person subscribed

AND

Opened email in last X days

OR

Clicked email in last X days (Klaviyo sometimes misses opens)

This is the easiest and most effective segment setting you can set up for your campaigns to ensure you are sending to people who actually care about your brand.

Email inspiration of the day

Brand: Surreal

My 2 cents:

Love the body section. Super easy to read and does a great job of showing how their product is better than other brands.

If you have any questions or any topics you want covered, smash the reply button I would love to help out!

Cheers,

Dylan

P.S. - If you run an ecom brand and want to have a 15 minute strategy session with me, book a call here »