Segment Audiences Effectively

Audience segmentation helps marketers send more relevant emails to the right people at the right time. In this course, you’ll learn how to move beyond broad email lists and build targeted audience groups using customer behavior, profile data, and lifecycle context. You’ll start by learning how segmentation criteria work across three dimensions: who contacts are, what they have done, and when they acted. You’ll compare demographic, psychographic, and behavioral data, then use Klaviyo to build practical segments for common campaign needs. Next, you’ll learn how dynamic segments keep audience groups current as customer behavior changes. You’ll explore how Klaviyo segments and HubSpot Active Lists update automatically, helping you support re-engagement, loyalty, and lifecycle campaigns without manual list rebuilding. Finally, you’ll apply profile based rules using properties like customer tier, product preference, and account status. Through hands-on labs, you’ll create campaign ready segments in Klaviyo and HubSpot and document the logic behind each one. This course is designed for email marketers, CRM specialists, lifecycle marketers, marketing operations professionals, and other marketing professionals responsible for audience targeting and campaign execution. A basic understanding of email marketing or digital marketing concepts is recommended, and familiarity with CRM or email tools is helpful.