In Klaviyo, these segments organize your Retention contacts based on recency and engagement, helping you quickly identify who should be included in your campaigns — and who should not.
Segments
These segments are automatically created for you in Klaviyo.
Warm [Retention]
Contacts who:
Are in your Retention list in Klaviyo
ANDWere added in the last 14 days
ORHave received fewer than 4 emails
ORHave opened at least one email in the last 30 days
👉 These are your contacts that should be included in your campaign sends.
Cold [Retention]
Contacts who:
Are in your Retention list in Klaviyo
AND have received more than 3 emails
AND have opened 0 emails
👉 These contacts have not engaged and should no longer be emailed.
When scheduling future campaigns
In the Send to audience, include the Warm [Retention] segment
In the Don't send to audience, include the Cold [Retention] segment
Important Notes
Contacts in Klaviyo are earlier in their journey than subscribers. Performance comes from sending quickly, sending consistently, and focusing on engagement signals. Do not let contacts sit — and do not keep sending to unengaged contacts.