To get the most value from LaunchPad’s enriched demographic, interest, and buying behavior data, it is essential to create optimized segments in Klaviyo. This guide outlines best practices to ensure data is synced efficiently, avoids unnecessary processing costs, and remains aligned with your broader marketing and compliance strategies.
Include Only U.S. Mail Addresses
Why It Matters: LaunchPad’s data enrichment is based exclusively on U.S. consumer data. Including international records (e.g., Canada, EU, etc.) in your sync will result in zero matches and wasted processing resources. Failing to filter out international records may lead to additional fees and non-actionable data returns.
Carefully Consider Subscriber Status: Email and SMS
Strategic Implications: Decide whether your segment should include only actively subscribed contacts (e.g., email/SMS subscribers) or also those who have unsubscribed. This choice depends on how you intend to use LaunchPad’s enriched data:
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Include only subscribers if your goal is to enhance active campaigns within Klaviyo (e.g., personalization, segmentation for email/SMS sends).
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Include unsubscribed contacts if you plan to leverage the data in external channels like Meta Ads or Direct Mail, or if you’re conducting broad-based analytics and reporting.
Important Note: Consult your legal team and privacy policy before including unsubscribed profiles. You must ensure compliance with data use and consent policies when syncing and using customer information beyond Klaviyo.
Factor in Buying History for Strategic Segmentation
Why Purchase Recency Matters: LaunchPad can enhance customer profiles with predictive buying behavior and lifestyle data, but your segmentation strategy should reflect your campaign goals:
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For re-engagement or winback campaigns, consider including customers whose last purchase was 24–36 months ago. These profiles, while inactive, may still be relevant targets for campaigns aimed at reactivation.
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For current customer targeting, you might restrict your segment to more recent buyers (e.g., last 12 months).
This approach ensures you’re sending only relevant data for enrichment, aligning with your campaign objectives while avoiding costs associated with non-essential profiles.
Final Tips
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Review Your Segment Size: Syncing too many unqualified records can result in higher fees. Aim for quality over quantity.
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Name Segments Clearly: Use consistent naming conventions to identify segments used for LaunchPad syncs (e.g., “US_Subscribers_LaunchPad”).
By aligning your Klaviyo segmentation strategy with the capabilities and requirements of LaunchPad, you ensure maximum enrichment impact and cost-efficiency.