Customer Segmentation Playbook

You know the segment you want. "Customers who bought twice in the last 90 days but haven't opened an email in three weeks." You can see it in your head. You know exactly who should get the win-back campaign.

Now you need to build it.

Option one: file a ticket with the data team. Wait three days. Get something close but not quite right. Iterate. Wait again. By the time the segment is live, the moment has passed.

Option two: open Klaviyo's segment builder. Click through fifteen dropdowns. Realize you can't combine conditions the way you need. Settle for something simpler. Send to a segment that's close enough.

Option three: export to Excel. Manually calculate RFM scores. Spend an afternoon on VLOOKUP. Re-upload. Watch the segment go stale before you can use it.

This is how most lifecycle marketers build segments: SQL tickets, clunky builders, or spreadsheet gymnastics. The segment you want lives in plain English. Getting it into your ESP is the hard part.

This playbook closes that gap.

• Describe what you want in natural language—"VIP customers showing early churn signals" or "cart abandoners with items over $100"—and get back a validated segment in seconds. No SQL. No tickets. No waiting.

• The playbook comes loaded with six proven segments that cover the customer lifecycle: At-Risk VIPs (your best customers going quiet), Engaged Non-Purchasers (browsers ready to convert), Hot Cart Abandoners (high-intent, high-value), Second Purchase Window (the make-or-break moment for retention), Lapsed Loyals (worth winning back), and VIP Candidates (ready to level up).

• Each segment shows real-time metrics—segment size, revenue at risk, conversion potential—so you're not just building lists, you're seeing what's at stake. And every segment comes with recommended actions: what to send, when to send it, what to measure.

The demo data lets you test before you commit. See how the segments work, what the outputs look like, and how the recommendations flow—then upload your own customer list when you're ready.

Describe it. Build it.