Seven Klaviyo Segments Pet Brands Should Consider

Segmentation becomes useful when it changes a customer decision or experience. A long list of segments is not automatically a mature strategy.

1. New subscribers without a purchase

These contacts need a clear first-purchase path and should exit once they buy.

2. First-time buyers

Prioritize onboarding, product use, support and the expected next purchase.

3. Repeat buyers

Acknowledge the existing relationship. Do not repeatedly introduce the brand as though they are new.

4. Active subscribers

Focus on subscription education, management and product experience rather than standard reorder prompts.

5. Replenishment-due customers

Use product-specific timing and exclude customers who already reordered.

6. At-risk customers

Define lapse based on the product’s real buying cycle rather than an arbitrary ninety-day rule.

7. Unengaged contacts

Use a re-engagement and sunset strategy that protects list health and sender reputation.