Klaviyo · Audience map · 18 Oct 2026

151,110 subscribers. ~72,700 real prospects.

Who is on the list, who should get our marketing emails first, and who should not get them at all. Every number links to a live Klaviyo segment that updates itself.

Full strategy document 33 segments built 18 OctEarly BF: 12 Nov
151,110email subscribers

Everyone who can receive marketing email today.

72,661prospects

Never bought, not crowdfunding, not app. The people to sell to.

27,850hot + active prospects

US + Canada and EU, E1 + E2. The core of every campaign.

61,967app users

Already own a product. Lowest priority for sales emails.

01 · The split

What the list is made of

Each person counted once, in this order: Kickstarter, then Indiegogo, then Shopify buyers, then app users. What is left are prospects.

Prospects 72,661
App 55,548
Customers 18,628
Prospects · 72,661 (48%) App users · 55,548 (37%) Shopify customers · 18,628 (12%) Indiegogo · 2,142 Kickstarter · 2,131

App users and customers overlap: 61,967 subscribers are app users in total and ~18,900 have a Shopify order; the bar counts each person once. Order history in this count starts Oct 2023.

02 · Send priority

Who gets marketing email

Prospects come first because they have not bought yet. Customers buy less often, and app users already own a product, so they get less, and different, email.

Priority 1 · every campaign

Hot and active prospects

27,850

Never bought, and clicked, browsed or signed up in the last 90 days. The highest return per email. US version for US + Canada, EU version for Europe.

US + Canada · E1 Hot8,619T3DRb3US version US + Canada · E2 Active17,995RaAHjaUS version EU · E1 Hot206RfPdGUEU version EU · E2 Active1,030UdDW7fEU version
Priority 2 · regular campaigns

Prospects outside the core

25,026

Never bought, but outside the US and EU or with no country. Send a neutral version, with no US-only shipping or prices. Not yet split by engagement, so expect a cold share.

Rest of world · all16,906TXaV2HNeutral version Unknown country · all8,120UyLdxbUS or neutral (open decision)
Priority 3 · big moments only

Dormant prospects, customers and backers

~25,000

Black Friday, Cyber Monday and launches. Customers and backers get cross-sell, accessories and upgrades, never the product they already own.

Prospects US + CA · E3 Dormant1,387R5XsXL Prospects EU · E3 Dormant387UJ2JdX Customers · US + Canada12,256RYRM4c Customers · EU2,272W3Hk2s Customers · Rest of world4,364UtDdmu Kickstarter backers (list)2,131W9rEZy Indiegogo backers (list)2,147WcaFbT

Customer counts include buyers who also use the app; Klaviyo sends once per person when several segments are picked.

Priority 4 · no sales campaigns

App users and cold prospects

~70,000

App users already bought, and most never click. Cold prospects have done nothing for 180+ days and hurt deliverability. App users get app content only; cold prospects go into a sunset flow (2 emails, then suppress).

App users · no country · all52,212RMJfXLApp content only App users · whole list61,967VEre8MIncludes app users who bought Prospects US + CA · E4 Cold11,571TqM8KuSunset flow Prospects EU · E4 Cold6,455WrPmp4Sunset flow
03 · Prospects in detail

72,676 prospects by region and engagement

Subscribed, never ordered (all time), not Kickstarter, not Indiegogo, not app. Engagement = last click, site visit, product view or cart; new subscribers count from their sign-up date.

RegionE1 Hot · 30dE2 Active · 31-90dE3 Dormant · 91-180dE4 Cold · 180d+Total
US + Canada8,619T3DRb317,995RaAHja1,387R5XsXL11,571TqM8Ku39,572
EU206RfPdGU1,030UdDW7f387UJ2JdX6,455WrPmp48,078
Rest of worldnot split yet16,906TXaV2H
Unknown countrynot split yet8,120UyLdxb
Total72,676
US + Canada is the engine.

26,614 of 39,572 are hot or active (67%). This is where campaigns pay.

The EU is mostly cold.

6,455 of 8,078 are E4 (80%). Only ~1,200 are worth a regular EU send today.

The two GoChess Alive lists (Lead-Gen Video LP X4azg4, Preorder Round 2 T9YbVJ) are inside these counts. If preorders were paid outside Shopify, those people are buyers counted here as prospects.

04 · Every segment

All segments, by family

The prospect view above is the one to send with. These are the wider building blocks, by everyone subscribed in each region.

All subscribers · by region and tier
SegmentPeopleID
US + Canada · E110,080WYqTWQ
US + Canada · E219,539WZ29Zc
US + Canada · E32,225S5v3pA
US + Canada · E422,579WPKDiq
Rest of world · E1703YA4gzS
Rest of world · E22,093XH9sV5
Rest of world · E31,391RXjLRx
Rest of world · E418,782SxJzhh
EU · all11,566XavUHr
EU · purchased2,272W3Hk2s
EU · never purchased9,294SZfmgH
No country · app vs not app
SegmentPeopleID
App users · E13,021XwzGa7
App users · E25,012VDwyie
App users · E36,982QNCG42
App users · E437,196T9smPJ
App users · all52,212RMJfXL
Not app · E1850RnPegf
Not app · E22,236T6BRrk
Not app · E380T4ARgP
Not app · E46,908RHVvGb
No country · purchased4TFQa6X
Customers
SegmentPeopleID
US + Canada · purchased12,256RYRM4c
Rest of world · purchased4,364UtDdmu
EU · purchased2,272W3Hk2s
Source lists
ListSubscribedID
UNKNOWN: Mobile app customers61,967VEre8M
KickStarter Customers2,131W9rEZy
Indigogo customers2,147WcaFbT
GoChess Alive Preorder Round215,992T9YbVJ
Wizard Alive Lead-Gen Video LP14,256X4azg4
Older segments to retire after Black Friday
  • 4 Oct country segments built on Engaged (180 Days): US + Canada Xvbe73, Germany VA766D, UK X3ZWdy, Unknown XLfvdV. Replaced by the segments above.
  • CGH purchaser segments marked (clone), static RFM lists from Feb 2026, 12 dormant forms on deleted lists.
05 · Next

Rules and next steps

How to send
  • Regular campaign: Priority 1. Add Priority 2 when the offer works outside the US.
  • Black Friday and launches: add Priority 3. Never Priority 4.
  • Prices or shipping in the email: separate US, EU and neutral versions.
  • Max 2 marketing emails a week (3 in BF week). Smart Sending on.
  • Wizard leads every multi-brand send.
Before 12 Nov
  • Brand Owner / Prospect segments, so customers get cross-sell instead of the product they own.
  • Sunset flow for the E4 prospects (18,026) and cold app users.
  • Decide: unknown-country prospects get the US or the neutral version.
  • Check what app users agree to at sign-up, before any email goes to them.
  • Confirm whether the Alive preorder list is paid buyers.