Advanced Luxury Email Segmentation

That’s why advanced segmentation is one of the most powerful tools in a luxury brand’s CRM toolkit. And when done right, it becomes the foundation of long-term customer relationships.

At 303, we believe segmentation should feel more like relationship management than list-slicing.

Here’s how premium ecommerce brands can elevate their email strategy with advanced segmentation tactics drawn from our Ultimate Email Marketing Playbook for Luxury Brands.

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Download the Email Marketing Playbook HERE 

Think Beyond Demographics

Luxury segmentation begins with understanding who your customers are beyond demographics. Instead of targeting by age or gender, we recommend thinking more about who your customer is and their purchasing behaviours will create greater impact

Segments can be built using declared data like quiz responses, browsing behaviour, or custom product tags in platforms like Klaviyo. By collecting this specific data, you can reach out to customers with campaigns most relevant to them, building enhanced loyalty and engagement. 

You can also utilise Klaviyo tools such as predictive segments, segment triggered flows, or custom properties records for personalisation. Using these features you’ll improve your efficiencies and personalisations within your email flows and campaigns. 

Activate RFM Segmentation

Recency, Frequency, and Monetary (RFM) analysis is a tried-and-true method that becomes useful in long-term email and loyalty strategy. You can use it to group customers into segments and offer incentives such as:

• High Spenders with High Recency: Invite to private launches or offer exclusive previews.
• Frequent but Low-Spend Buyers: Nurture with storytelling and value-building content.
• Lapsed High-Spenders: Trigger re-engagement journeys with bespoke, high-touch messaging.

Predictive metrics in Klaviyo such as expected next order date or predicted customer lifetime value can help refine these segments even further. By utilising these kinds of data and tools, you can reach out to customers before they know they need your product or service. 

By understanding this data, it will also help you inform your loyalty program strategy using segmentation. 

Loyalty Tiers as Segments

If you operate a loyalty program, even a subtle, service-led one, your tier data should feed directly into your email strategy. Using custom properties or tags in Klaviyo, you can:

• Automatically onboard customers into new tiers with bespoke flows.
• Highlight editorial content or experiences tied to their tier.
• Encourage progression with subtle reminders of exclusive benefits available at the next level.

You can build a strategy around your loyalty program leveraging your RMF segmentations to see who your most loyal customers are. Email should reinforce recognition and loyalty through rewards, but not solely focus on the rewards on points balance. 

Giving your most loyal customers exclusivity in your brand's world will only increase their loyalty and interest in the brand.

Lifecycle-Led Messaging

Understanding that every customer is at a different stage of their journey with your brand will assist in building out the entire journey of a customer's lifecycle. 

Recognising the parts of the customer journey with your brand will allow you to plan tailored flows, such as:

• Pre-purchase: Welcome flow, brand information/story, etc.
• Post-purchase: Thank you flows, care instructions, upselling or replenishment flows to help keep the customer engaged.
• At-risk or churned: Personalised check-ins or winback flows to rekindle interest. 

By having flows set up at every point of the customer lifecycle,  you maintain the elegance and discretion expected from premium brands and keep your customer engaged.

Use Segmentation to Drive Exclusivity

One of the most compelling uses of segmentation in luxury is to create moments of access. This strategy not only nurtures VIPs but also encourages upward movement through engagement-based tiers. Your segments should be aspirational, just like your products.

By offering highly engaged segments early access to collection drops, samples of products or invitations to events, you’ll create a tier that others want to join. 

Want the full 303 email marketing framework?

Download the Ultimate Email Marketing Playbook for Luxury Brands to see how segmentation, personalisation, and storytelling come together to drive results in premium ecommerce.

Download the Email Marketing Playbook HERE

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