Behaviour segments
Segments built on browsing, clicks and purchases. We lean on clicks and site activity because Apple Mail Privacy Protection makes opens unreliable.
HomeServicesEmail marketingSmart campaigns
Campaigns sent with a reason.
We plan, write and send your email campaigns, each aimed at a segment chosen for that message. Timing, testing and exclusions are decided before anything goes out.
- Right audience each send
- A planned calendar
- Always testing something
Campaign brief
Audience
Engaged, never purchasedExcludes
Ordered this weekSend time
Smart Send TimeTest
Offer versus storySending every campaign to your whole list wears out loyal customers and drags down where your emails land. We match every campaign to the people most likely to care, and hold back the rest for a better-fitting message.
How each campaign is planned.
Every send has an audience, an exclusion list, a timing plan and something to learn, agreed before we write a word.
Predictive audiences
Klaviyo's predicted lifetime value, churn risk and expected next order date help us find VIPs, likely repeat buyers and customers starting to drift.
Send-time optimisation
Klaviyo Smart Send Time finds the best send time for your audience, and local time zone sending suits international lists.
A/B and holdout tests
We test subject lines, content, offers and send times, one variable at a time, and use holdout groups to see what campaigns truly add.
Dynamic content
One campaign can show different products, offers or copy blocks by segment, location or past purchase, so each reader sees what fits.
Campaign calendar
A rolling calendar built around launches, restocks, seasonal moments and your stock levels, with send frequency set per segment.
Done properly.
The details that decide whether smart campaigns pays off.
Engaged readers hear from you more.
We tier your list by recent engagement. Active subscribers get the full calendar, quieter ones get your strongest sends only, and long-term non-engagers move into a re-engagement flow. This protects your sender reputation without going quiet on the people who buy.
Segments we build
Recent clickersActive on siteFirst-time buyersRepeat buyersVIP customersHigh churn riskDue to reorderNever purchasedProduct interestLocal customers
Every test written down and acted on.
Each campaign carries one test with a clear question, such as whether a story beats a straight offer. We judge it on clicks and orders, log the result in plain English and apply it to the next brief.
Test log
ExampleSubject line test on the new collection send. The story-led version drew more clicks from repeat buyers, while first-time buyers preferred the direct offer. Next send splits the two segments with matching angles.
Checked by a person before it goes out
How it works.
Clear steps, and you approve each one before we move on.
- 01
Plan
We build a monthly calendar around your launches, stock and seasonal moments.
- 02
Segment
Each send gets a target audience, exclusions and a frequency limit.
- 03
Send
We write, design and schedule, with a person approving every campaign.
- 04
Learn
We review clicks, orders and unsubscribes, then shape the next month's plan.
Example project
A fashion boutique emailing its whole list every week
An independent clothing boutique sends the same newsletter to everyone each week. Unsubscribes are creeping up, loyal customers see offers meant for newcomers, and nobody knows which sends actually bring in orders.
What we would do
- Split the list by engagement, purchase history and value
- Plan new-in, styling and VIP early-access sends
- Exclude recent buyers from discount campaigns
- Run one subject or content test per send
An illustration of how we would approach it, not a client result.
What you would get
- A monthly segmented campaign calendar
- Engagement tiers and predictive segments
- Written and designed campaigns, scheduled
- A test log with clear next steps
Related work.
Projects where we did this kind of work.
Client · Yorkshire jeweller
Rogue Gold
Shopify conversion work, email marketing and paid advertising for a Yorkshire jeweller.
Read the case studyClient · Kids' vitamins
CapyChews
Klaviyo email marketing for a UK kids' vitamin gummy brand.
Read the case studyQuestions, answered.
How often should we send campaigns?
It depends on your list and how much you have to say. Engaged subscribers can usually take more than people who rarely click, so we set frequency by segment and watch unsubscribes and spam complaints closely.
Do we need a big list for segmentation to work?
No. Even a small list benefits from separating buyers from non-buyers and recent clickers from people who have gone quiet. Predictive features in Klaviyo need enough order history, and we use simpler segments until you have it.
Why do you focus on clicks over opens?
We still track opens, but Apple Mail Privacy Protection preloads emails for many readers, which inflates open figures. Clicks, orders and revenue per recipient give a far more reliable picture.
How much does campaign management cost?
Ongoing campaign management runs on a fixed monthly fee, based on how many campaigns and segments you need. We agree the scope after a short call.
More in email marketing.
Every part of email marketing, run by the same team. See the overview
Email marketing
AutomationsEmails triggered by what people do.Explore automationsEmail marketing
Design and copyEmails that look and read like you.Explore design and copyEmail marketing
List growthMore of the right subscribers.Explore list growthEmail marketing
DeliverabilityBuilt to reach the inbox.Explore deliverabilityEmail marketing
ReportingKnow what each email earns.Explore reporting
Give every send a purpose.
Tell us what you need. Charlie will come back with a plan and a price, usually within one working day.
hello@infinity.agency