An engaged segment should represent people who are still realistically contactable and interested, not everybody who has ever opened an email. A useful segment improves deliverability, gives campaign reporting a cleaner baseline and prevents inactive profiles from receiving every send.

Build the segment in Klaviyo

1. Go to Audience, then Lists & segments. Choose Create new, select Segment and give it a name that states the window and logic, such as Engaged 90 Days.
2. Add recent engagement conditions. Include people who have opened an email at least once in the last 90 days or clicked an email at least once in the last 90 days. Use OR between these conditions so either action qualifies.
3. Add recent buyers if commercially useful. Include people who placed an order within the same period, because privacy changes can hide genuine email engagement from customers who are still purchasing.
4. Exclude suppressed profiles. Add a condition that the person is not suppressed for email. This keeps the count aligned with people who can actually receive a campaign.
5. Consider machine opens. Apple privacy activity can inflate opens, so use clicks and purchase behaviour alongside opens. For a stricter segment, require a click or purchase rather than relying on opens alone.
6. Preview the people. Open a sample of profiles and check recent events, consent and customer status. If obviously inactive people qualify, inspect the Boolean logic before using the segment.
7. Save and let Klaviyo calculate. Segments update dynamically, so the membership changes as people engage or age beyond the selected window.

Choose the right engagement window

There is no universal 90-day rule. A frequent beauty retailer may use 60 or 90 days, while a brand with a long purchase cycle and monthly emails may need 120 or 180 days. Start with sending frequency, product cycle and existing deliverability rather than copying another account.

Create a separate unengaged segment for suppression and re-engagement work instead of making one segment perform both jobs. Before a large campaign, compare delivery, click, conversion and unsubscribe rates by engagement band so you can tighten the definition using evidence.

Verification notes

Preview the segment before using it, inspect several included and excluded profiles, and write the engagement window into the segment name. Opens can be affected by privacy features, so use clicks, recent site activity and purchases where appropriate.

Source checked

This guide was checked against Klaviyo segmentation reference.