Using AND and OR connectors in Klaviyo
Using the logical connectors AND and OR is essential to effectively segment your audience and optimize your campaigns in Klaviyo.
How the AND connector works in Klaviyo
The AND connector makes a segment more exclusive: all conditions must be met for a profile to be included.
Example of a segment with AND:
- Is subscribed to the newsletter AND
- Has placed at least three orders AND
- Has made a purchase in the last 90 days
Example of a flow with AND:
- Has opened an email in the last 30 days AND
- Has abandoned their cart in the last 24 hours
How the OR connector works in Klaviyo
The OR connector broadens a segment: only one of the conditions must be met to include a profile.
Example of a segment with OR:
- Is subscribed to the newsletter OR
- Has made a purchase OR
- Has visited the website in the last 72 hours
Example of a flow with OR:
- Has subscribed to the newsletter OR
- Has created an account OR
- Has made their first purchase
Visualizing AND vs OR connectors
AND: Only profiles meeting all conditions are included.
OR: Any profile meeting at least one condition is included.
Visualizing AND vs OR connectors
AND: Only profiles meeting all conditions are included.
OR: Any profile meeting at least one condition is included.
Advanced combination of AND and OR connectors
Example of nesting:
- Has opened an email OR has clicked in an email AND
- Has never made a purchase
Advanced exclusion:
- Country ≠ “USA” AND Country ≠ “Canada”
Advanced use cases
Re-engagement campaign:
- Has not opened an email for 90 days AND
- Has not purchased for 120 days
Abandoned cart flow:
- Has abandoned a cart of over €50 AND
- (Is a loyal customer OR is subscribed to the newsletter)
Best practices
- Test each segment before use
- Document the logic of complex segments
- Avoid over-segmentation by adding too many AND conditions
Discover another article on segmentation here.
Conclusion
Mastering the use of AND and OR connectors in Klaviyo allows you to refine your segments and optimize your flows for more effective marketing campaigns.
