Klaviyo Lists vs Segments: Form Targeting With Precision

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Klaviyo is every eCommerce marketer’s best friend. It makes sending emails, SMS, and forms super easy. But things can get a little confusing when it comes to using Lists and Segments. What’s the difference? Which should you choose to target your forms with more precision?

Let’s keep it simple, fun, and full of helpful tips. By the end of this article, you’ll know exactly how to use Lists and Segments in Klaviyo like a pro.

Wait, What Are Lists and Segments?

Before diving into form targeting, we need to understand what these two tools really are.

Lists

  • Think of Lists as a club membership.
  • People sign up—usually through a form or manual import.
  • You control who gets in.
  • Once someone is in a List, they stay there unless removed.

Say you have a form on your website that says: “Join our newsletter!” When someone fills it out, they go into a List. Simple, right?

Segments

  • Segments are smart, always-updating groups.
  • You set rules (example: people who opened an email in the past 30 days).
  • Klaviyo auto-adds or removes people based on those rules.

So with Segments, it’s less of a club and more like a guest list that changes daily based on behavior.

Form Targeting—Why It Matters

If you show the same sign-up form to everyone, you’re missing out. Targeted forms convert better. Why? Because they speak to specific people, with the right message, at the right time.

Imagine This:

  • Someone just made a purchase.
  • Do you want to show them a form saying “Get 10% off your first order”?
  • Nope! That’d be weird. They already bought!

Instead, you could show them a form saying “Join our VIP club for future discounts.” That’s smart targeting. And that’s where Lists and Segments become powerful.

Using Lists for Form Targeting

Targeting by List is straightforward. Anyone in or not in a specific List can see (or not see) a form.

Examples:

  • Show a form only to people not in your Newsletter List.
  • Hide a form if someone is already on your Waitlist List.

This method is great for:

  • Welcoming new visitors.
  • Avoiding duplicate sign-ups.
  • Offering lead magnets to fresh traffic.

Pro Tip: If you offer a downloadable guide as a lead magnet, store folks who get it in a separate List. Then hide that form for people already in that List. Clean UX. Happy users.

Using Segments for Form Targeting

Segments let you control form display based on user behavior and data. This is where things get fun.

Examples:

  • Show a form to people from the U.S. who haven’t visited in 7 days.
  • Display an exclusive offer to loyal buyers (made 3+ purchases).
  • Target lapsed customers to bring them back.

With Segments, you can deliver tighter, more personal messages. The kind of stuff that converts!

Another cool thing: Segments are always updating. So your form strategy evolves automatically as behaviors change. Less busywork for you.

Which One Should You Use?

Lists for structure. Segments for smarts.

Use Lists when you want to:

  • Collect new sign-ups for specific offers.
  • Manually organize people by interest (like a webinar or launch).
  • Simplify who receives core emails (like newsletters).

Use Segments when you want to:

  • Target users based on browsing or buying behavior.
  • Automatically group users by region, activity, or engagement.
  • Set rules to tailor your form strategy on the fly.

You don’t have to pick one either. Use both together for maximum precision!

When to Combine Lists and Segments

This is where the magic happens. Say you want to show a form to:

  • Users not in your Newsletter List
  • AND who’ve visited your site twice in the last week

Easy with Klaviyo.

This combo lets you get laser-sharp. You avoid annoying current subscribers and inject relevance for repeat visitors. Boom—more signups and happy customers!

A Quick Note on Form Setup

In Klaviyo, when you create a form, you can choose to target:

  • By List
  • By Segment
  • By URL visited
  • By device type
  • By location and more

Mix and match to your heart’s content. Give each visitor a personal touch.

Best Practices for Success

1. Keep forms short and sweet

First name and email is often enough. Don’t overwhelm.

2. Test different messages

Target new visitors with freebies, and return visitors with loyalty perks. Measure what works!

3. Create a VIP Segment

Loyal customers deserve exclusive forms and offers.

4. Keep your Lists clean

Sometimes folks unsubscribe. Keep Lists tidy to avoid breaks in your journey flows.

5. Blend strategy with creativity

Use Segments to get hyper-creative. One form can say “We miss you
” to inactive subs. Another—“10% off!” to exit-intent browsers.

Don’t Overthink It

Here’s the golden rule. If your goal is to store a group for email flows, use a List. If your goal is to customize messages based on what people do, use a Segment.

Target your forms with these tools, and your list will grow faster. Your emails will feel smarter. And your business will look sharp and professional.

Final Thoughts

Lists and Segments in Klaviyo aren’t just data buckets. They’re the keys to better conversions and happier customers.

Form targeting doesn’t have to be complicated. Build your Lists to track who’s in. Use Segments to track what they do. Combine both to serve everyone the perfect message at just the right time.

Now go make some magic happen!