How to create a repeat buyer segment in Klaviyo?

Customer loyalty is one of the most profitable marketing levers for growing your e-commerce business. Repeat buyers form the core of your loyal customer base and can dramatically transform your growth and profitability. In this detailed guide, discover how to effectively identify, segment, and engage these valuable customers using Klaviyo to maximize their long-term value.

Why repeat buyers are essential for your growth

Statistics clearly demonstrate the commercial impact of loyal customers on your business:

Proven superior profitability

Data reveals several significant advantages:

• Reduced acquisition cost: retaining an existing customer costs 5 to 25 times less than acquiring a new lead
• Higher average spend: loyal customers spend an average of 67% more than new customers
• Higher conversion rate: repeat buyers convert 60 to 70% more easily than new visitors
• Progressive increase in average order value: order value generally increases by 31% after the second purchase

Impact on your reputation and community

Beyond the financial aspect, repeat buyers actively contribute to your organic growth:

• Spontaneous recommendations: 77% of loyal customers spontaneously recommend a brand they like
• Brand advocates: they are 50% more likely to try your new products
• Social media engagement: they interact 90% more often with your content on social media
• Increased tolerance: they forgive occasional mistakes more easily (up to 5 times more according to some studies)

Valuable source of business information

Regular buyers provide crucial data for continuous improvement:

• Detailed feedback on product and customer experience
• Insights into emerging trends and preferences
• Comparisons with competitor offerings they have tested
• Suggestions for improvement based on repeated use

Step-by-step guide: creating a repeat buyer segment in Klaviyo

Klaviyo offers powerful features to precisely identify your loyal customers. Follow these detailed instructions to create your first repeat buyer segment:

Step 1: Access the segmentation module

1. Log in to your Klaviyo account
2. In the main menu, click on the “Audience“ tab
3. Select “Lists & Segments” from the dropdown menu

Step 2: Initialize a new segment

1. Click the “Create” button located at the top right of your screen
2. Select the “Create Segment” option from the menu that appears

Step 3: Configure repeat purchase criteria

For a basic repeat buyer segment:

1. In the segment builder, select “What someone has done (or not done)”
2. Choose the option “Placed Order”
3. Set the condition “at least 2 times”
4. Select the time frame “overall time”

This configuration identifies all customers who have made at least two purchases since they have been in your database.

Step 4: Refine your segment for specific targeting (optional)

For more precise segmentation, add additional filters by clicking on “Add condition”:

Segmentation by purchase recency

• “Placed Order” > “at least 1 time” > “in the last 90 days”

Segmentation by purchase value

• “Predictive analytics on someone” > “Total order value” > “is greater than” > [amount]

Segmentation by product category

• “Placed Order” > “containing product” > [specific category]

Step 5: Finalize and save your segment

1. Give your segment a clear and descriptive name (example: “Repeat Buyers – 2+ Orders”)
2. Add a detailed description to facilitate future identification
3. Click “Create Segment” to finalize the operation

Advanced repeat buyer segments to create in Klaviyo

For a complete loyalty strategy, create these complementary segments:

Premium loyal customer segment

Recommended configuration:

• “Placed Order” > “at least 4 times” > “overall time” AND
• “Total order value” > “is greater than” > [high value relevant to your business]

High-potential recent buyers segment

Recommended configuration:

• “Placed Order” > “exactly 2 times” AND
• “Placed Order” > “at least 1 time” > “in the last 30 days”

Repeat buyers to reactivate segment

Recommended configuration:

• “Placed Order” > “at least 3 times” AND
• “Has not Placed Order” > “in the last 90 days”

Effective engagement strategies for your repeat buyers

Once your segments are created, implement these proven tactics to maximize engagement and loyalty:

Structured loyalty programs

Loyalty programs generate an average 30% increase in average order value:

• Points system: offer points for each purchase, convertible into discounts
• Loyalty tiers: create different levels (silver, gold, platinum) with increasing benefits
• Rewards for specific behaviors: points for reviews, social shares, registration anniversaries
• Exclusive statuses: create a sense of belonging with special badges or titles

Privileged access and sneak peeks

Exclusivity significantly strengthens customer engagement:

• Reserved pre-orders: early access to new products
• Private sales: special offers before public sales
• Product testing: invitation to test new products before launch
• Exclusive events: webinars, workshops, or meetings reserved for loyal customers

Personalized communication strategies

Personalization increases conversion rates by up to 150%:

• Recommendations based on history: precise suggestions based on previous purchases
• Purchase anniversary emails: mark the anniversary of their first purchase with a special offer
• Exclusive content: guides, tutorials, or privileged information
• VIP communications: differentiated tone and style for loyal customers

Collecting and valuing customer feedback

Involvement in the development of your offerings strengthens brand attachment:

• Privileged tester panels: selective group to evaluate new products
• Targeted opinion surveys: solicit their opinion on future directions
• Product co-creation: involve them in the development of new offerings
• Mention and recognition: credit their contributions in your communications

Essential Klaviyo automated flows for repeat buyers

Set up these automated email sequences in Klaviyo to maintain engagement:

Thank-you flow after the second purchase

Triggered immediately after the second purchase, this flow reinforces the sense of belonging:

1. Personalized thank-you email (immediate send)
   • Warm thanks for their loyalty
   • Presentation of benefits reserved for regular customers
   • Invitation to join your community on social media
2. Follow-up email with exclusive content (send J+3)
   • Advanced user guide for their products
   • Exclusive expert tips
   • Stories and testimonials from other loyal customers

Seniority reward flow

Triggered on specific anniversary dates of the customer relationship:

1. First anniversary (1 year after the first purchase)
   • Personalized congratulations
   • Retrospective of purchases and interactions
   • Special anniversary offer
2. Seniority tiers (key periods: 2 years, 3 years, 5 years...)
   • Recognition of privileged status
   • Increasing rewards based on seniority
   • Invitation to exclusive programs

Reactivation flow for inactive loyal buyers

Triggered after an unusual period of inactivity:

1. Reconnect email (90 days without purchase)
   • Personalized message noting their absence
   • Presentation of new products since their last purchase
   • Gentle incentive to return (without aggressive promotion)
2. Return offer email (120 days without purchase)
   • Special "we miss you" offer
   • Reminder of accumulated loyalty benefits
   • More direct incentive with time limit

Measuring the effectiveness of your engagement strategies

Track these key indicators to evaluate the performance of your actions:

Fundamental loyalty metrics

• Retention rate: percentage of customers who return for an additional purchase
• Purchase frequency: average number of orders per customer over a given period
• Customer Lifetime Value (LTV): estimated revenue generated by a customer over their entire relationship with your brand
• Time between purchases: average time between two orders

Marketing engagement indicators

• Open and click-through rates: comparison between unique and repeat buyer segments
• Campaign conversion rates: effectiveness of offers for each segment
• Unsubscribe rate: special attention for loyal customers
• Social engagement: interactions on social media after targeted campaigns

Conclusion

Creating and engaging a segment of repeat buyers in Klaviyo represents major strategic investments for the sustainable growth of your business. These loyal customers are not only your most profitable revenue source but also your best brand ambassadors.

By following the detailed steps in this guide, you will be able to precisely identify your most valuable customers, create relevant segments, and implement personalized engagement strategies that strengthen their loyalty.

Remember that customer loyalty is a continuous process that requires constant attention and regular adjustments. Analyze the performance of your campaigns, gather feedback, and adapt your approach to maximize the effectiveness of your loyalty strategy.

Start segmenting your repeat buyers in Klaviyo today and turn these loyal customers into a growth engine for your business!