Sending the same message to all customers is inefficient. Customer segmentation lets you send the right offer to the right customer at the right time. Here’s how to segment your Shopify customer base.
Why Segment Customers?
- Personalised emails convert 6x better than generic blasts
- Reduce unsubscribes by only sending relevant content
- Identify and retain high-value customers before they churn
- Re-engage dormant customers with appropriate offers
Key Customer Segments for E-commerce
- New customers — first order within last 30 days
- Repeat customers — 2+ orders
- High-value customers — top 20% by lifetime value
- At-risk customers — haven’t ordered in 60-90 days
- Lost customers — no order in 6+ months
- Product-specific buyers — bought product A, might need product B
Segment in Shopify Admin
Shopify has built-in customer segmentation in Customers → Segments. You can filter by:
- Number of orders
- Total spent (all time)
- Last order date
- Customer tag
- Location
- Email subscription status
Save these as named segments and use them for bulk discount codes or email exports.
RFM Segmentation
RFM (Recency, Frequency, Monetary) is the gold standard for e-commerce segmentation:
- Recency: When did they last buy?
- Frequency: How often do they buy?
- Monetary: How much do they spend?
Customers who score high on all three are your Champions — treat them like VIPs. Low scorers on recency are At Risk.
Using Segments in Klaviyo
Klaviyo syncs with Shopify customer data and lets you build dynamic segments that update automatically. Create flows that trigger when customers enter a segment — e.g. when someone becomes “At Risk”, trigger a win-back campaign.
