SMS segmentation
Deliver timely, personalized SMS messages to each customer with data-driven segmentation
What is SMS segmentation?
SMS segmentation is the practice of dividing your SMS subscriber list into targeted groups (segments) based on specific criteria—such as customer behavior, purchase history, demographics, or preferences. Instead of sending the same text message to everyone, segmentation lets you tailor messages to each group’s interests and needs.
Segments are created using customer data, such as purchases, website browsing activity, past engagement, etc. You can segment based on virtually any data set you have, and once defined, segments update automatically: whenever a customer meets the criteria (say, making a purchase or hitting a spending threshold), they enter the segment; if they no longer match, they exit.
In practice, SMS segmentation is a dynamic, real-time way to send the right message to the right person at the right time, rather than relying on one-size-fits-all mass texting.
Why does SMS segmentation matter for marketers?
SMS segmentation matters because relevance drives results. Most people keep their phone on or near them at all times, which means texts are almost guaranteed to be seen—so making them timely and personalized is key. Segmented campaigns outperform generic ones, leading to higher engagement, conversions, and revenue. By targeting specific behaviors or interests, segmentation helps brands make messages feel helpful, not spammy—reducing unsubscribes and keeping customers engaged.
Segmentation is also one of the most effective ways to retain and win back customers. Lapsed buyers, for example, may be more likely to return when you send a tailored incentive that fits their preferences. That’s why segmentation is now considered essential across the industry—marketers see it as core to personalization. For B2C brands in ecommerce, hospitality, and wellness, SMS segmentation turns broad outreach into meaningful customer relationships.
Why choose Klaviyo for SMS segmentation?
1. Unified customer profiles with a built-in CDP
Because Klaviyo is a B2C CRM with a built-in customer data platform (CDP), it gives you a single, real-time view of each customer across channels. All your customer data—like purchases, browsing behavior, and SMS engagement—lives in one place, so every SMS segment is built on a complete picture, not siloed info.
Here are two primary features that help power Klaviyo’s SMS segmentation:
– Unified customer profiles: See and segment based on a customer’s full history, including orders, site activity, and engagement across email, SMS, and mobile push.
– Built-in CDP: Klaviyo Data Platform updates in real time with data from all your tech tools, so segments are always based on the most current customer activity.
2. Advanced segmentation with behavioral and predictive insights
Klaviyo makes it easy to build highly targeted SMS segments using real-time behavior and predictive insights. Whether you’re responding to what customers just did or anticipating what they’ll do next, Klaviyo helps you reach the right people with the right message—faster.
Here are two Klaviyo features that bring behavioral and predictive insights to life:
– Behavioral segmentation filters: Create precise segments based on actions like purchases, product views, or SMS engagement, and combine them with profile data for even more relevance.
– Predictive analytics: Use AI-powered attributes like predicted churn risk or predicted next order date to proactively segment and message customers before they disengage.
3. Smart automation and AI assistance
Klaviyo makes segmentation fast and flexible with AI tools and real-time automation. From building segments with a simple prompt to triggering SMS flows the moment someone qualifies, it’s designed to help lean teams move quickly and stay relevant.
Here are two Klaviyo features that help marketers get going right away with SMS segmentation:
– Segments AI: Describe your target audience in plain language, and Klaviyo AI builds the segment for you—saving you time and empowering smarter targeting.
– Real-time segment triggers: Automatically trigger SMS messages the moment someone enters a segment, ensuring your texts are timely and highly relevant.
Key features of Klaviyo’s SMS segmentation capabilities
|
Feature |
Description |
Available on Klaviyo |
|---|---|---|
|
Unified data platform |
Unified customer profile: A single view of each customer consolidates all data (transactions, site activity, preferences, etc.), enabling rich segmentation without data silos. Klaviyo Data Platform: The CDP built in to Klaviyo ingests and updates data from all sources in real time, so segments always use the latest customer information. | |
|
Segmentation flexibility |
Behavioral segmentation: Segment customers based on their actions and behaviors (e.g., purchase history, product views, email/SMS engagement, loyalty status) to target messages to their interests. Demographic and attribute filters: Use any customer attributes (e.g., location, age, gender, preferences, or custom properties) to create segments, or combine them with behavior filters for precise targeting. | |
|
Predictive analytics |
Predictive attributes: AI-generated metrics (predicted CLV, next order date, churn risk, etc.) are available for each profile, allowing for segmentation based on likely future behavior. | |
|
AI-assisted segmentation |
Segments AI: Build complex segment definitions from a simple description, creating new segments in seconds with ease. | |
|
Real-time engagement |
Dynamic segment updates: Segments automatically update in real time as customer data changes, ensuring customers enter and exit segments immediately when they meet or no longer meet the criteria. Segment-triggered flows: Trigger automated messages or multi-step flows when customers join or leave a segment, enabling instant outreach for time-sensitive communications. | |
How to implement SMS segmentation in Klaviyo
1. Define your segmentation criteria. Determine the attributes or behaviors that will form the basis of each segment, such as purchase history, engagement level, or location.
Navigate to “Audience” > “Lists & Segments.” Click “Create List/Segment” > “Segment.” Set your segmentation conditions based on the defined criteria.
2. Develop targeted campaigns. Craft messages tailored to each segment’s preferences and behaviors to enhance relevance and engagement.
3. Monitor and optimize. Regularly analyze the performance of segmented campaigns and adjust strategies to improve results.
Implementing SMS segmentation with Klaviyo allows businesses to send targeted, relevant messages that resonate with specific audience groups, leading to higher engagement, improved conversions, and stronger customer relationships.
Watch this Klaviyo tutorial for a deeper understanding of SMS segmentation strategies and best practices.