Overview

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Audience segmentation helps marketers send more relevant emails to the right people at the right time. In this course, you’ll learn how to move beyond broad email lists and build targeted audience groups using customer behavior, profile data, and lifecycle context. You’ll start by learning how segmentation criteria work across three dimensions: who contacts are, what they have done, and when they acted. You’ll compare demographic, psychographic, and behavioral data, then use Klaviyo to build practical segments for common campaign needs. Next, you’ll learn how dynamic segments keep audience groups current as customer behavior changes. You’ll explore how Klaviyo segments and HubSpot Active Lists update automatically, helping you support re-engagement, loyalty, and lifecycle campaigns without manual list rebuilding. Finally, you’ll apply profile based rules using properties like customer tier, product preference, and account status. Through hands-on labs, you’ll create campaign ready segments in Klaviyo and HubSpot and document the logic behind each one. This course is designed for email marketers, CRM specialists, lifecycle marketers, marketing operations professionals, and other marketing professionals responsible for audience targeting and campaign execution. A basic understanding of email marketing or digital marketing concepts is recommended, and familiarity with CRM or email tools is helpful.

Syllabus

Segmentation: Behavioral and Demographic

Effective personalization begins with understanding which audience characteristics actually influence engagement and conversion behavior. This module introduces practical segmentation approaches based on demographic, psychographic, and behavioral data within modern email marketing workflows. You will explore how marketers use engagement patterns to shape targeting decisions and build audience groups that support more relevant communication strategies. Through hands-on work in Klaviyo, the module emphasizes operational segmentation design rather than abstract customer theory. By the end of this module, you will be able to analyze audience engagement patterns and create segmentation criteria that support targeted lifecycle marketing campaigns.

Segmentation: Dynamic Patterns

Static audience lists quickly become outdated in fast-moving marketing environments where customer behavior changes continuously. This module focuses on dynamic segmentation strategies that automatically adapt to subscriber activity, profile updates, and engagement signals across HubSpot and Klaviyo. You will examine how ″always-on″ segmentation supports scalable personalization and more responsive lifecycle marketing workflows. The module emphasizes practical implementation and audience management processes used in real marketing operations. By the end of this module, you will be able to create and manage dynamic audience segments that update automatically based on behavioral and profile-based conditions.

Segmentation: Profile-Based Rules

Modern segmentation workflows rely on profile-level data to create more precise targeting and lifecycle personalization strategies. This module introduces profile-based segmentation rules, including customer properties, logic conditions, and engagement criteria used to organize audiences for targeted campaigns. You will apply segmentation logic within Klaviyo and HubSpot while evaluating how profile attributes influence campaign relevance and automation decisions. The module emphasizes structured decision-making and scalable audience management practices across lifecycle marketing workflows. By the end of this module, you will be able to configure profile-based segmentation rules that support dynamic targeting and personalized customer engagement strategies.