🏷️Available on all Marsello pricing plans.

Learn how to create customer segments in Klaviyo using Marsello data to support targeted marketing and loyalty campaigns. It covers the setup steps for building custom segments — including customers who accept email or SMS marketing, VIP tier members, and base-tier customers — helping you send more personalized and relevant communications.

⚠️Important: Log in to your Klaviyo account in a separate browser tab before continuing.

How do I start to create a segment in my Klaviyo admin?

The foundation of your custom segment starts with the steps below. Complete these steps first before moving on to the specific instructions for the type of segment you want to create:

1. Navigate to Audience > List & segments. Click Create new > Create segment.

2. Name your segment.

💡Optional step: Add a tag for your segment.

Create a segment of customers who accept email marketing

💡 Tip: Creating a segment of customers who have opted in to marketing allows you to target promotions to those most interested in hearing from you.

1. From the segment builder, set the segment to include only those customers who accept email marketing, but select the conditions If someone can or cannot receive marketing

2. Confirm you wish to include only those customers who can receive email marketing.

3. Click Add condition.

4. Using an OR connector, select Properties about someone from the drop-down menu.

📝 Note: Segments that do not include the OR condition run the risk of missing customers who are created at POS and accept marketing.

5. From the drop-down menu, select the condition "Marsello_accepts_email_marketing".

6. Complete the condition settings by adding the conditions "is true" "boolan".

Segment of customers who accept SMS marketing

💡 Tip: Creating a segment of customers who have opted in to marketing lets you send promotions to those who genuinely want to hear from your brand.

1. From the segment builder, set the segment to include only those customers who accept SMS marketing, but select the conditions If someone can or cannot receive marketing

2. Confirm you wish to include only those customers who can receive SMS marketing.

3. Click Add condition.

4. Using an Or connector, select Properties about someone from the drop-down menu.

5. From the drop-down menu, select the condition "Marsello_accepts_SMS_marketing".

📝 Note: Segments that do not include the OR condition run the risk of missing customers who are created at POS and accept marketing.

6. Complete the condition settings by adding the conditions "is true" "boolan".

7. Click Create segment.

Segment of VIP tier customers

💡 Tip: Creating a segment for each VIP tier lets you deliver tailored promotions, rewards, and experiences that recognize and reinforce your most loyal customers.

1. From the segment builder, set the segment to include only those customers who accept marketing, but select the conditions If someone can or cannot receive marketing

2. Confirm you wish to include only those customers who can receive email marketing.

3. Click Add condition

4. Using an Or connector, select Properties about someone from the drop-down menu.

5. From the drop-down menu, select the condition "Marsello_loyalty_tier"

6. Complete the segment conditions setting by adding, "equals", and select the tier you are after from the conditions drop-down menu.

7. Click Create segment.

Segment of base-tier customers (those not in a VIP tier)

💡Tip: Creating a segment of base-tier customers helps you identify those who need additional engagement to boost loyalty and spending. This group is ideal for upsell opportunities, targeted campaigns, and strategies that guide them toward higher tiers. Understanding their behavior enables personalized outreach that increases retention and lifetime value.

1. From the segment builder, set the segment to include only those customers who accept marketing, but select the conditions If someone can or cannot receive marketing