Predictive Segments in Klaviyo: Explained Simply

Hey, it’s Ray.

Let me guess, you’ve got a bunch of segments in Klaviyo like “recent buyers,” “VIPs,” and maybe a win-back list you haven’t touched in months.

But here’s what most people miss: those segments are frozen in time. Static. Stale.

They tell you what your subscribers did, not what they’re about to do.

And in 2025? That just doesn’t cut it.

If you want to stop guessing and start sending smarter emails that hit before the moment passes, let me introduce you to one of Klaviyo’s most powerful tools: Predictive Segments.

What Are Predictive Segments (And Why Should You Care)?

Predictive segments use Klaviyo’s built-in machine learning to forecast future customer behavior and automatically group people based on those forecasts.

This isn’t about guesswork or “rules-based” logic.

Klaviyo crunches historical data like:

• Purchase frequency

• Time between orders

• Email engagement

• Site visits

• Product preferences

Then it calculates things like:

• Next expected purchase date

• Predicted customer lifetime value (CLTV)

• Churn risk

You can build segments from those predictions, and they update automatically as your customers’ behavior changes.

That’s the magic: real-time segmentation that adapts with your audience.

How Predictive Segments Actually Work

Let’s pull back the curtain for a second:

1. Klaviyo Collects the Data

Every open, click, purchase, and browse session is tracked.

2. Machine Learning Models Kick In

✅ Klaviyo’s algorithms analyze patterns in how your customers behave. 

✅ How often they buy. 

✅ How long they stay active. 

✅ When they drop off.

3. Predictions Get Assigned

Each subscriber gets a live set of predictions tied to their profile. Stuff like:

• “Likely to buy in next 7 days”

• “High risk of churn”

• “Top 10% of future spenders”

4. Dynamic Segments Are Built

Now you’ve got segments that constantly evolve. No more exporting and cleaning spreadsheets just to chase down a group of “maybe” buyers.

Real Campaign Ideas That Actually Work

Here’s how I’d put predictive segments to work immediately, no fluff, just revenue:

Likely to Buy Soon

Segment: Predicted next purchase in 7–14 days

Send: Restock alerts, personalized product picks, limited-time bundles

Why: They’re warm. Don’t wait for them to go cold.

High Churn Risk

Segment: High risk of dropping off

Send: “We miss you” flows with an exclusive offer or personalized quiz

Why: Win them back while they still remember your brand.

Top Predicted Spenders

Segment: Highest CLTV predictions

Send: VIP invites, loyalty perks, early access to drops

Why: These folks are your whales. Treat them like it.

The Real ROI: Why This Stuff Matters

Let’s be real: most “advanced segmentation” feels like busywork.

But predictive segments?

They give you:

✅ Relevance on autopilot:No more blasting the wrong people
✅ Cleaner lists: Less bloat, more engagement
✅ Higher conversions: Because timing is everything
✅ Time back: Set it up once, let the data do the work

And the best part? It works for brands of all sizes, not just the ones with data science teams.

A Few Things to Get Right First

Before you flip the switch, here’s what to double-check:

Clean data
If your event tracking is messy (missing purchases, broken browse events), your predictions will be off. Fix that first.

Match segments to strategy
Don’t just build segments for fun. Tie each one to a clear goal: retention, conversion, loyalty, etc.

Test & refine
Start simple. Measure lift. Then layer in more complexity. Predictive segments get smarter the more you use them.

Quick Launch Checklist

If you're ready to stop guessing, here’s what to do today:

☑ Turn on predictive analytics in Klaviyo
☑ Build 3 segments: likely to purchase, high churn risk, high CLTV
☑ Exclude recent purchasers where needed
☑ Use dynamic blocks in flows for relevance
☑ Track with UTM tags + flow conversion metrics

Smarter Segments = Smarter Revenue

Static segments are fine.

But predictive segments?

They help you sell to people before they even know they’re ready to buy.

And once you start using them, you won’t go back.

Need help setting these up the right way? I’ll build the flows, write the copy, and show you how to maximize ROI,  just hit reply and let’s talk.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

Let’s Make This Work for You

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

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Whether you're starting out or scaling, this video gives you the exact steps to make email marketing work. 👉 Watch now:

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