Audience and segmentation
This domain tests how you build audiences: lists versus segments, condition logic, consent, suppression, and predictive or engagement-based targeting.
Core rules
- Lists are static: a profile is added by sign-up form, import, API, or manual action, and stays until removed. Segments are dynamic queries that recalculate as data changes.
- Segment conditions can reference profile properties, metrics/events and their properties, list membership, predictive properties (CLV, churn risk, expected next order), and email/SMS engagement.
- Conditions combine with AND/OR. Group related conditions so the logic matches the business rule; a flat AND list is not the same as (A OR B) AND C.
- Consent is separate from audience membership. A profile can be in a segment but unsubscribed, suppressed, or never subscribed; Klaviyo will not send marketing email without the required consent.
- SMS consent is collected and tracked separately from email consent.
Worked example
Build 'VIP engaged 60d': include profiles where Placed Order $value greater than 200 at least once AND Opened Email at least once in the last 60 days AND Is in list VIP Customers. Reasoning: the event condition finds high-value buyers, the engagement condition narrows to recent openers, and the list condition restricts to the VIP program. If you used OR between the event and engagement conditions, you would include anyone who merely opened, inflating the audience.
Traps
Using 'has not opened in 30 days' without a 'was sent email' condition, which can include never-contacted profiles; treating a segment as a static snapshot; forgetting that AND binds conditions more tightly than OR; assuming a list membership implies consent.