Every campaign goes to an audience built from three questions: should this person get email at all, what is it about, and what offer fits. A region layer sits on top for prices and shipping.
Segmented BFCM 2025 sends (Wizard list, product viewers)
Whole-list blasts in the same period
Per blast. Every one shrinks the list we sell to on Black Friday
The rule: a subscriber in the EU gets the EU version; everyone else is split into US + Canada, rest of world, and unknown country. Email subscribers only. Every segment updates itself. Click any number to open it.
| Tier | US + Canada | Rest of world | Unknown country | Together |
|---|---|---|---|---|
| E1 Hot · 30 days | 10,080WYqTWQ | 703YA4gzS | 3,866XwzGa7 | 14,649 |
| E2 Active · 31–90 days | 19,539WZ29Zc | 2,093XH9sV5 | 7,248VDwyie | 28,880 |
| E3 Dormant · 91–180 days | 2,225S5v3pA | 1,391RXjLRx | 7,062QNCG42 | 10,678 |
| E4 Cold · 180+ days | 22,579WPKDiq | 18,782SxJzhh | 44,104T9smPJ | 85,465 |
| Total | 54,423 | 22,969 | 62,280 | 139,672 |
| Purchased (ever) | 12,256RYRM4c | 4,364UtDdmu | 4TFQa6X | 16,624 |
Check: 139,672 + 11,566 EU = every email subscriber (counts move by a few as people sign up). Activity = click, site visit, product view, cart or order (opens do not count). New subscribers count as active from sign-up. Purchased = a Shopify order.
US + Canada: the healthiest group. 54,423 subscribers and 12,256 buyers.
Rest of world: 22,969 subscribers, only ~2,800 active.
Unknown-country buyers. A Shopify order always records a country, so these are sign-ups (mostly apps), 71% cold.
E1 + E2 across all three columns; ~29,600 of it is US + Canada.
Three levels, ordered by what costs money or list health right now.
About 34 segments and 46 lists, built campaign by campaign. The useful ones are mixed with clones and frozen snapshots. Click any chip to open it in Klaviyo.
Opened, clicked, active on site or viewed a product. Only one window, and Apple Mail opens inflate it.
Built 4 Oct on Engaged (180 Days). Germany is the only EU country covered.
Built July 2025 on collection names. No GoChess or Wizard version.
Dynamic, one per brand. No SMS flow uses them yet.
Any bounce in the last 30 days (1,035 people). Klaviyo already suppresses hard bounces, unsubscribes and spam complaints on its own; this adds only the few soft bounces. Optional.
The CGH series (Wizard, GoBalance, GoCube, GoChess Lite+Mini). Built Sept 2026 for one campaign on variant IDs, several marked (clone) (clone).
"Lists 2026: RFM: Loyal and Previously Loyal" are static lists from Feb 2026. They never update.
A list per sign-up form. The mobile app adds about 2,800 to 3,000 profiles a month, the biggest source, with no journey of its own.
Region is partly covered: four country segments were built on 4 Oct, but the EU beyond Germany has none, and EU VAT goes live around 19 Oct.
EU vs everyone else is now segmented. UK, Switzerland and Norway get the US version.
No split between never bought, first-time, repeat and lapsed customers.
No dynamic "owns GoChess / GoBalance / GoCube / GoDice", so we sell people what they already own.
E1 to E4 exist for known and unknown country. Still open: EU tiers and the sunset flow.
No campaign excludes people who already bought that product. Recent buyers and people inside a flow are small edge cases; Smart Sending covers most overlap.
The ICP briefs name Wizard fans, gift buyers, parents and fitness women. No segment finds them.
Every audience is one engagement tier, one brand position and one lifecycle stage. All of these segments are still to be built.
Clicks and visits, not opens: Apple Mail marks most emails as opened.
Owner = ordered it. Prospect = viewed, carted or signed up, never ordered.
Applied to every campaign unless the brief says otherwise.
E3 joins only for Black Friday, Cyber Monday and launches. E4 never gets campaigns.
E4 always. Recent buyers (7 days) for discount sends. Unsubscribed, hard bounces and spam complaints are suppressed by Klaviyo automatically.
A GoBalance campaign excludes GoBalance owners. Owners get accessory, app or upgrade content.
In every multi-brand send, GoChess Wizard leads; the other brands follow.
Max 2 marketing emails a week, 3 in Black Friday week. Smart Sending always on.
A/B the subject line on 20% of the audience, then send the winner to the other 80%.
Whenever the email mentions prices, shipping or delivery dates.
Black Friday sets the order: segments must be live and tested before Early BF on 12 November.
EU segments, E1 to E4 and Purchased for known and unknown country (done 18 Oct). Still open: checkout SMS consent sync.
8 brand Owner/Prospect segments plus the Wizard pair, for US and EU. Answers the ClickUp task "decide how to split the list" (due 30 Oct).
Build L0 to L3, plus a 2-email sunset flow for E4 that suppresses non-responders.
Turn the send rules into saved campaign audiences and dry-run the Early BF and BF sends against them.
Zero-party data (who it is for, kids or adults) through forms and post-purchase emails. Then add SMS steps to flows, once checkout consent reaches Klaviyo.
Revenue per recipient, click rate and unsubscribe rate by tier and brand.
These four block Phase 1. Each needs one owner and one answer.
Built as 30 / 90 / 180 days. 60 days gives a cleaner list but a smaller audience before Black Friday.
62,280 subscribers with no country. Some are not American.
Outside the EU, so today they get the US version.
May people who signed up only in the GoChess, GoCube or GoBalance apps get marketing email, and under which consent?
One person keeps the segment definitions and approves new ones.
Everything referenced above, in one place.
| Segment | ID |
|---|---|
| EU · All | XavUHr |
| EU · Purchased | W3Hk2s |
| EU · Never purchased | SZfmgH |
| US + Canada · E1 | WYqTWQ |
| US + Canada · E2 | WZ29Zc |
| US + Canada · E3 | S5v3pA |
| US + Canada · E4 | WPKDiq |
| US + Canada · Purchased | RYRM4c |
| Rest of world · E1 | YA4gzS |
| Rest of world · E2 | XH9sV5 |
| Rest of world · E3 | RXjLRx |
| Rest of world · E4 | SxJzhh |
| Rest of world · Purchased | UtDdmu |
| Unknown · E1 | XwzGa7 |
| Unknown · E2 | VDwyie |
| Unknown · E3 | QNCG42 |
| Unknown · E4 | T9smPJ |
| Unknown · Purchased | TFQa6X |
| Engaged (180 Days) | THEhFU |
| Unengaged (120 Days) | SrQGh5 |
| Engaged 180 · US + Canada | Xvbe73 |
| Engaged 180 · Germany | VA766D |
| Engaged 180 · UK | X3ZWdy |
| Engaged 180 · Unknown country | XLfvdV |
| Viewed, not ordered: GoCube | QNSG3H |
| Viewed, not ordered: GoDice | TSLqTB |
| Viewed, not ordered: GoBalance | RVjgHM |
| Viewed, not ordered: Others | TT8qUw |
| Suspicious (bounced 30d) | UZJJpy |
| SMS Subscribers (all) | RwHcdU |
| SMS: GoChess | RGUWXX |
| SMS: GoBalance | XCApLD |
| SMS: GoCube | ShjKpH |
| SMS: GoDice | WqziFU |
| List / Flow | ID |
|---|---|
| Site popup list | YzXGJn |
| Footer list | VVefBs |
| List RX6GJR | RX6GJR |
| GoBalance browse flow (draft) | Xi3c3q |
| Generic browse flow | RZPaCs |
| Welcome flow (draft) | W8iZY8 |
| Metric | ID |
|---|---|
| Viewed Product | UkWmps |
| Placed Order | SU2j6R |
| Ordered Product | R7ArAn |
| Added to Cart (Shopify) | Yqr9mc |
| Checkout Started | SgZgue |