The Effectiveness of Behavioral Segmentation in Email Campaigns: A Case Study Using Klaviyo

Shadrack Oguta and Felix Eling
Additional contact information
Shadrack Oguta: Performance Marketing Manager, Vivo Fashion Group, (SZ).
Felix Eling: Department of Business, East African Institute of Medical and Business Studies, Gulu City (U).

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 6, 1069-1082

Abstract: Introduction: The rapid advancement of digital marketing technologies has transformed how businesses communicate with consumers, shifting from generic mass messaging to highly personalized, data-driven strategies. Among the platforms facilitating this transformation, Klaviyo has emerged as a market leader in email marketing automation, offering advanced behavioral segmentation capabilities that allow marketers to deliver targeted messages based on user actions such as browsing behavior, cart abandonment, and past purchases. Objective: This study aims to evaluate the effectiveness of behavioral segmentation in Klaviyo-powered email campaigns. Specifically, it investigates how segmenting audiences based on behavioral data influences critical email marketing performance indicators, including open rates, click-through rates (CTR), and conversion rates. Methodology: A mixed-method case study design was adopted, drawing on quantitative campaign data and qualitative insights from three e-commerce businesses actively using Klaviyo. Performance metrics from both segmented and non-segmented email flows were analyzed over a 90-day period. Descriptive statistics and paired sample t-tests were employed to compare performance metrics, while semi-structured interviews with digital marketing managers provided contextual understanding of segmentation strategies and challenges. Results: The analysis revealed that behaviorally segmented email campaigns significantly outperformed non-segmented campaigns across all key performance metrics. Segmented campaigns achieved higher open rates (42.5% vs. 28.7%), CTR (18.3% vs. 9.5%), and conversion rates (7.8% vs. 3.4%). Revenue per email was also notably higher, while unsubscribe rates were lower, indicating greater user satisfaction and reduced email fatigue. Brief Discussion: These findings underscore the strategic value of behavioral segmentation in enhancing user engagement and campaign effectiveness. By aligning email content with users’ real-time interactions, marketers can deliver more relevant messages that drive action and foster customer loyalty. The study also highlights the operational advantages of using Klaviyo’s automation tools, while acknowledging implementation challenges such as data integration and resource allocation. Conclusion: Behavioral segmentation is a powerful approach to optimizing email marketing performance. The use of Klaviyo’s behavioral triggers enables personalized communication that not only improves engagement metrics but also contributes to long-term customer value. Recommendations: Marketers are encouraged to adopt a phased approach to behavioral segmentation, beginning with foundational flows like cart abandonment and welcome emails. Investments in data infrastructure, team training, and ongoing A/B testing are essential to maximizing the benefits of behavioral segmentation. Future research should explore its applicability across different industries and assess its long-term effects on customer retention and brand equity.

Date: 2025
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