Klaviyo Email Segmentation Guide (Using Post-Purchase Survey Data)

Segmenting your email lists is one of the higher ROI activities you can do within your email marketing strategy, yet most companies don’t start properly segmenting customers until they have a dedicated email marketer. It’s a cumbersome process and once customers are segmented by previous purchase behavior, what else is left?

Today we’re launching our Klaviyo integration to help Fairing users solve this problem! Goodbye “master” list, hello segmentation. Fairing users currently collecting post-purchase survey responses can now push that data directly to Klaviyo, providing a valuable dimension for email segmentation and analysis.

How It Works

Immediately after a customer submits a response to your Fairing survey, we add the question and response to the customer’s profile within your Klaviyo account. Set up takes less than a minute and only requires you to copy and paste your Klaviyo API key onto the Fairing integrations page.

Fairing allows us a much deeper personalization of our email marketing, Fairing’s Klaviyo integration has been a request since we first signed up, and so far we’ve seen amazing results using survey responses to speak to our customers in a personalized way. Taylor Sicard, Homesick Candles

More Customer Data. Easier Segmentation.

Sending more targeted emails and reducing the amount of times you simply send a “blast” to your master list is often regarded as the most effective approach to email marketing. This strategy comes down to proper segmentation, which can only be done with individual customer data, whether that be order history, customer location, open rate, or in this case: survey response.

How did you hear about us?

Most of our customers are using Fairing for marketing attribution — asking some form of the question “How did you hear about us?”. By pushing this data to Klaviyo, you can send targeted emails based on point of discovery and insights into customer preferences. For example, if a specific blogger appears multiple times as a response, you can create a specific Klaviyo Flow that sends relevant content related to your brand and that blogger to those specific users, “Did you know Blogger XYZ, also recommends this product?”

Who are you purchasing for?

Most of our customers are using Fairing for marketing attribution — asking some form of the question “How did you hear about us?”. By pushing this data to Klaviyo, you can send targeted emails based on point of discovery and insights into customer preferences. For example, if a specific blogger appears multiple times as a response, you can create a specific Klaviyo Flow that sends relevant content related to your brand and that blogger to those specific users, “Did you know Blogger XYZ, also recommends this product?”

How would you describe yourself?

Another popular survey we see is the self-categorizing question “which best describes you?”. This question gives valuable insights into how you should be allocating your marketing spend and also allows for easy segmentation as you can then send relevant info based on a specific buyer persona.

Enabling Your Klaviyo Integration

To start pushing your Fairing survey data to Klaviyo, you’ll need to be on the Fairing Enhanced Plan. To enable, simply click Integrations, locate Klaviyo, and click Turn On.

On the following screen, you’ll be asked to enter your API credentials. You may need to create a new API key in Klaviyo, to do so simply go to your Klaviyo Account → Settings → API Keys. We’ve included a link on the Klaviyo setup page to get you there quickly. Create a new key and copy and paste it into your Fairing Klaviyo settings.

About Klaviyo

Klaviyo is a marketing automation and email platform designed for growth-minded eCommerce merchants. Klaviyo gives you powerful functionality without sacrificing the time it takes for your marketing to make an impact on your bottom line.

Subscribe to our newsletter

Become a Question Authority

Fairing Blog

A growing collection of our best practices, product updates, and success stories in building a sustainable, maneuverable advantage for DTC brands.

Categories

All
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Solving The Problem Of Unattributed Conversions With Rockerbox

Whether you call it direct, dark, or unknown traffic, it's an attribution black hole that obscures the impact of marketing channels. But: there's a lot more data to light up than you may think.
Integrations

EnquireLabs Is About To Become Fairing

EnquireLabs is now Fairing: bringing speed & scale to survey data for DTC brands. Learn about the rebrand, and how it translates to our road ahead.
Fairing

QOTD: Are You Switching From Another Brand?

Fairing’s Question Of The Day fuels consumer research by asking ”Are You Switching From Another Brand?” Use it for competitor analysis and personalization.
Personalization

Segmentation Will Save Your BFCM

Customer segmentation doesn’t have to be a guessing game. If you don’t have the data to win the BFCM inbox battle, all you need to do is ask for it.
Personalization