Klaviyo Segments You Should Be Using Before Q4 Starts
Introduction
Every year, Q4 defines the future of an eCommerce business. Q4 is not just another quarter; it’s the period when consumer behaviour peaks, when Shopify eCommerce businesses can see record-breaking revenue, and when every decision inside your email marketing platform determines whether you finish the year strong or fall behind.
I can say one thing with certainty: businesses that enter Q4 with Klaviyo segmentation in place outperform those that don’t. Q4 is where preparation turns into profit. Without Q4-focused segments, even the best products will miss their chance to shine.
In this article, I’ll walk you through the Klaviyo segments you must have ready before Q4 begins. These segments are proven to drive engagement, conversions, and repeat purchases across Shopify eCommerce businesses.
If you want to win Q4, you need to prepare now.
Why Segmentation in Klaviyo Determines Your Q4 Results
When it comes to Q4, email marketing without segmentation is like going into a championship game without a strategy. Q4 requires precision targeting. Klaviyo gives Shopify eCommerce businesses the segmentation power to send the right message, at the right time, to the right people.
By creating tailored Klaviyo segments, you increase open rates, boost click-through rates, and protect deliverability — all critical for Q4. Segmentation means you can separate engaged customers from inactive ones, reward VIPs differently from first-time buyers, and prevent sending Q4 campaigns to unresponsive audiences who damage your sender reputation.
In Q4, inboxes are more crowded than ever. Klaviyo segmentation ensures your campaigns cut through the noise. That’s why every serious eCommerce business needs the right segments to live before Q4 kicks off.
Discover the full potential of email marketing segmentation here.
Must-Have Klaviyo Segments Before Q4
Now let’s get practical. Below are the Klaviyo segments I recommend every Shopify eCommerce business set up before Q4 begins. These aren’t just “nice-to-haves” — they’re essential to surviving and thriving in Q4.
- Engaged Subscribers (30–360 Days Activity)
In Q4, you can’t afford to send emails to disengaged audiences. This segment captures those who opened or clicked within the last 30–90 days. These subscribers are your most likely buyers in Q4. By focusing Q4 campaigns here, you’ll see stronger metrics and improved ROI. But don’t forget also about older contacts, this is a perfect opportunity to reengage your audience, as well as boost your revenue and work for perspective.
- High-Value Customers (AOV / CLTV)
Q4 is when high-value customers spend even more. Segment by average order value or customer lifetime value inside Klaviyo. This lets you design Q4 offers exclusive to them. For example, Shopify eCommerce businesses often create special bundles or early access offers in Q4 for these VIP buyers.
- Holiday Shoppers / Seasonal Buyers
Every Q4, a wave of customers purchase only during holiday sales. Identify last year’s Q4 buyers who were inactive for the rest of the year. Target them with seasonal messaging and reminders about Black Friday and Cyber Monday. Q4 is their buying season, and Klaviyo segmentation makes it easy to capture them again.
- First-Time Buyers in Q3
If someone bought for the first time in Q3, Q4 is your opportunity to turn them into repeat buyers. With Klaviyo, build a segment of Q3 first-time purchasers and send targeted win-back and loyalty-building messages in Q4. This drives retention and increases lifetime value.
- Repeat Customers / VIPs
Q4 is when you should reward loyalty. Klaviyo lets you segment by purchase frequency. Target repeat buyers with special Q4 perks, like free shipping, priority service, or exclusive discounts. Every Shopify eCommerce business benefits from strengthening loyalty in Q4.
- Cart Abandoners & Checkout Abandoners
Abandoned carts skyrocket in Q4. You need dedicated Klaviyo segments for those who added to cart but didn’t purchase, and for those who started checkout but dropped off. With automation, you can recover a huge portion of lost Q4 revenue.
Pro Tip: decrease the time delay of the first email sent during your sales period, this will help you to convert faster in the highly competitive season.
- Browse Abandoners
In Q4, browsing activity spikes as shoppers compare options. Klaviyo’s ability to track viewed products allows you to build a segment of browsers who didn’t add to cart. Target them with dynamic product recommendations to drive Q4 conversions.
- Gift Buyers (Based on Past Q4 Data)
Gift buyers are unique to Q4. Look back at last year’s Q4 purchases: gifting patterns are clear. Build a Klaviyo segment of customers who purchased gifts and retarget them this Q4 with gift guides and promotions. Shopify eCommerce businesses that focus on this audience often see explosive growth in Q4.
- Inactive or At-Risk Subscribers
Before Q4, you must clean your list. Build a Klaviyo segment of inactive or unengaged subscribers and sunset them. Sending to unengaged profiles during Q4 hurts deliverability. Protect your reputation now so Q4 campaigns reach engaged inboxes.
Each of these segments ensures you hit the ground running when Q4 campaigns launch. Without them, your Q4 strategy is incomplete.
How Klaviyo Segments Integrate with Shopify eCommerce in Q4
The real power of Klaviyo comes from its integration with Shopify. Every Q4, Shopify eCommerce businesses that sync real-time data into Klaviyo outperform those relying on generic lists.
For Q4, you can use Klaviyo to pull order history, view product data, cart behaviour, and customer tags directly from Shopify. This allows hyper-personalised campaigns: think “You viewed this product last week” or “Complete your Q4 holiday shopping today.” The combination of Shopify and Klaviyo ensures your Q4 messages feel personal, not generic.
Advanced Strategies: Layering Segments in Q4 Campaigns
To truly dominate Q4, don’t just create individual segments — layer them. For example, combine “VIP Customers” with “Engaged Subscribers” to build a super-segment for your best Q4 offers. Or target “Holiday Shoppers” while excluding “Inactive Subscribers” to maximise efficiency in Q4 campaigns.
Another advanced Q4 tactic is integrating Klaviyo SMS with email. Sending SMS reminders to cart abandoners during Q4 dramatically increases conversions.
Multi-channel segmentation is the key to capturing every dollar in Q4.
Case Study: Preparing a Medium-Sized eCommerce Brand for Q4 Success
When it comes to Q4, timing and preparation determine everything. In this case study, I’ll share how we helped a medium-sized eCommerce business (brand name under NDA) prepare for Q4 — and how starting early gave us a measurable competitive edge.
The Challenge
Most businesses wait until September or even October to think about BFCM campaigns. This brand wanted to avoid the last-minute rush and ensure every system, offer, and channel was optimised well in advance. Our goal was simple: create a robust multi-channel strategy that would increase Q4 revenue compared to the previous year.
The Strategy (Starting in July)
We began preparing in July, months before Q4 started. This early preparation allowed us to test, refine, and build strategies without the seasonal pressure. Our actions included:
- Multi-Channel Approach: We designed an integrated email + SMS strategy to ensure consistent messaging across platforms during Q4.
- Optimised Abandoned Cart Flow: We reduced delays before the first abandoned emails, ensuring faster touchpoints with potential buyers.
- Synchronized SMS Reminders: SMS follow-ups were aligned with email triggers, creating a seamless abandoned cart recovery process.
- Audience-Specific Logic & Segmentation: We built advanced segmentation in Klaviyo, personalising flows for different audience groups within the Shopify store.
- Pre-Q4 A/B Testing: In August and September, we ran A/B tests to identify the most effective offers for each customer segment, then rolled those findings directly into Q4 campaigns.
The Results
By entering Q4 with fully tested, data-backed flows and campaigns, the brand achieved significant growth:
- +17% revenue increase in Q4 compared to the previous year
- Improved engagement rates across both email and SMS channels
- Higher abandoned cart recovery due to faster email triggers and synchronized SMS reminders
Read more about the early Black Friday strategy here.
Common Mistakes Businesses Make in Q4 Segmentation
Even the best Shopify eCommerce business can stumble in Q4 if they make these mistakes:
- Sending Q4 campaigns to the entire list without segmentation.
- Using only basic “all subscribers” lists instead of Klaviyo segments.
- Ignoring historical Q4 data to identify seasonal buyers.
- Neglecting list cleaning before Q4, leading to poor deliverability.
Avoid these, and your Klaviyo strategy will carry you smoothly through Q4.
Final Thoughts
Q4 is the biggest opportunity of the year. For every eCommerce business, Q4 determines whether you finish strong or struggle to keep up. With Klaviyo, you have the most powerful email marketing platform to prepare for Q4. The key is building the right segments before the quarter begins.
Engaged subscribers, high-value customers, holiday shoppers, Q3 first-time buyers, repeat VIPs, abandoners, gift buyers, and inactive subscribers — these are the Klaviyo segments that decide your Q4 outcome.
As an agency owner, I can tell you: the businesses that succeed in Q4 are the ones that prepare early. Don’t wait until the holiday rush. Set up your Klaviyo segments now and step into Q4 ready to maximise every opportunity.
Q4 is coming — make sure you’re ready.