Klaviyo email + Klaviyo SMS

More room to send. A reason to reconnect.

I used engagement to guide Adina Eden’s email and SMS strategy in Klaviyo. Total email and SMS revenue grew 24% year over year.

Jake Bauman · Segmentation strategy and implementation

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Explore the strategy in depth, plus research-backed implementation and measurement frameworks.

Let engagement guide frequency.

I built a segmentation strategy to send more to highly engaged subscribers and win back inactive users. Each audience had a different need: build on active interest or find a reason to return.

Make engagement actionable

I used segmentation to send more to highly engaged subscribers. How often we sent messages depended on signs of interest. We gave each audience a clear purpose.

Give reactivation its own purpose

The strategy also reactivated 42% of the unengaged list. Revenue directly attributed to previously unengaged users grew 18%.

Connect audience decisions to revenue

Both email and SMS ran on Klaviyo. The strategy supported the wider retention program. Total email and SMS revenue grew 24% year over year.

How the strategy connects.

Read engagement
Identify different levels of subscriber interest.
Match the treatment
Send more to highly engaged subscribers. Give inactive users a clear path back.
Assess the outcome
Track recovered engagement, revenue from the unengaged audience, and total channel revenue.

Strategic overview of the engagement and reactivation approach. Segment thresholds, send cadence, and the definition of reactivation are not specified here.

The thinking behind the build.

These strategy principles explain why the approach matters. Public brand and platform resources are linked below.

Use evidence of interest

Klaviyo’s guide uses eligibility and recent engagement to focus regular sends. Review who belongs in each audience as behavior changes. A fixed list can miss shifts in interest.

Treat SMS engagement separately

Klaviyo has SMS engagement segments. An email click and an SMS interaction provide different signals. Use each channel’s evidence to guide who gets its messages.

Earn the next message

Define what counts as reactivation before expanding the program. New interest can justify a new approach. A lack of response calls for less contact. These are design principles, not the account’s exact settings.

The results.

of the unengaged list reactivated: 42%
revenue directly attributed to previously unengaged users: +18%
total email and SMS revenue, year over year: +24%

Results and engagement details supplied by Jake Bauman, October 6, 2026. Public sources explain the strategy and do not independently verify the reported results.

Measurement notes and sources

The 42% is a reactivation rate, not a purchase rate. The 18% is revenue growth within the previously unengaged audience, not its share of total revenue. A comparison period for the 18% and a definition of reactivation were not supplied.