Stack execution playbook
Segmentation is the data layer connecting every stack tool — without profile properties from Privy capture, Shopify orders, Recharge status, and Yotpo review behavior, lifecycle flows send generic campaigns. Segmentation is continuous, not a quarterly project.
Real-time Shopify events update segments: placed order, browsed product, cart abandoned, subscription skipped. Weekly segment audit prunes stale definitions nobody uses.
Priority rules when segments overlap: churned > active subscriber > recent purchaser > browse intent. Document priority matrix — two segments firing conflicting offers is weekly collision.
RFM recalculation quarterly minimum — VIP definitions drift as customer behavior changes. Full-price loyalist segment updates monthly from discount redemption history.
Tag-based segments alone insufficient — "VIP" tag without behavior validation includes discount-dependent purchasers. Combine tags with order behavior.
B2B wholesale tags global suppress on consumer automations — segmentation firewall for hybrid stores.
Capture source tags (popup, quiz, TikTok, checkout) feed welcome and LTV analysis — never blend without branching.
Subscription segments: active, paused, skipped, churned — each with different eligible campaigns. Recharge properties sync hourly minimum.
Geographic and market segments for cross-border — suppress promos when SKU unavailable in subscriber market.
Segment without defined action is clutter — every segment names eligible campaigns and excluded flows. Delete segments with no send in 90 days.
Analytics: revenue per segment, overlap percentage, campaign performance by segment, segment freshness score.
Merchant scenarios
Fashion RFM: VIP drop access, full-price loyalist exclusion from promos, lapsed 90d winback branch.
Beauty replenishment: SKU consumption cohorts, subscriber suppress, shade property filters.
Hybrid B2B: Trade tag global suppress, DTC segments only on consumer profiles.
Stack checklist
- Priority rules documented
- RFM refreshed quarterly
- Capture source tags on all new profiles
- Recharge sync verified
- Overlap audit monthly
- Stale segment prune 90d no send
- Wholesale suppress on consumer flows
- Market availability segments if cross-border
- Full-price loyalist definition current
- Every segment has campaign mapping
- VIP excludes discount-dependent
- Segment freshness reviewed weekly
Exclusions (non-negotiable)
- Overlapping segments without priority rules
- Stale segments not reviewed
- Segments without defined actions
Metrics that prove quality
- Revenue per segment
- Segment overlap percentage
- Campaign performance by segment
- Segment freshness score
Common mistakes
- Tag-based segments without behavior
- Never pruning stale segments
- Same campaign to all segments
Segmentation across stack layers
Property capture: Privy, Shopify
Source, intent, order, subscription properties.
Profile enriched at every touchpoint.
Failure mode: Blank profiles — generic sends.
Operator test: 90% profiles have source tag.
Segment builder: Klaviyo
Behavioral, RFM, catalog segments.
Weekly audit and prune.
Failure mode: 500 segments nobody uses.
Operator test: Active segments under 50.
Execution gate: Sequenzy
Enrollment with suppression priority.
Reads segment + priority matrix.
Failure mode: Conflicting flow enrollment.
Operator test: Overlap collision zero monthly.
B2B firewall: ActiveCampaign
Trade segments separate from DTC.
Global suppress wholesale tags.
Failure mode: BFCM to trade accounts.
Operator test: Wholesale zero consumer promos.
Analytics: Klaviyo, Shopify
Revenue per segment, overlap, freshness.
Monthly segment ROI review.
Failure mode: Segments never measured.
Operator test: Bottom 10 segments pruned quarterly.
Timing and trigger governance
Real-time event updates for triggers.
Weekly: stale segment review.
Monthly: full-price loyalist refresh.
Quarterly: RFM recalculation.
Measurement across the stack
Revenue per segment.
Segment overlap %.
Campaign performance by segment.
Segment freshness score.
Related playbooks
VIP: VIP campaigns.
Discount: discount sensitivity.
B2B: wholesale firewall.
Stack coordination for Shopify segmentation
Shopify segmentation is not an email template problem — it is a stack handoff problem. Trigger: Continuous based on Shopify events and profile properties Timing: Real-time segment updates; weekly segment audits; quarterly RFM recalculation Every layer must read the same customer state: capture tags from Privy, lifecycle execution in Sequenzy, proof modules from Yotpo, loyalty tier from Marsello, SMS consent from Postscript. When target by behavior, products, order count, and lifecycle stage, margin after discount matters more than attributed revenue.
Property capture: Source, intent, order, subscription properties. Playbook fit: Profile enriched at every touchpoint. Failure mode: Blank profiles — generic sends. Operator test: 90% profiles have source tag.
Segment builder: Behavioral, RFM, catalog segments. Playbook fit: Weekly audit and prune. Failure mode: 500 segments nobody uses. Operator test: Active segments under 50.
Execution gate: Enrollment with suppression priority. Playbook fit: Reads segment + priority matrix. Failure mode: Conflicting flow enrollment. Operator test: Overlap collision zero monthly.
B2B firewall: Trade segments separate from DTC. Playbook fit: Global suppress wholesale tags. Failure mode: BFCM to trade accounts. Operator test: Wholesale zero consumer promos.
Analytics: Revenue per segment, overlap, freshness. Playbook fit: Monthly segment ROI review. Failure mode: Segments never measured. Operator test: Bottom 10 segments pruned quarterly.
Scenario — Fashion RFM: VIP drop access, full-price loyalist exclusion from promos, lapsed 90d winback branch. Map this scenario to your vertical guide at /for if category-specific suppressions apply (Recharge tags, wholesale accounts, gift buyers).
Scenario — Beauty replenishment: SKU consumption cohorts, subscriber suppress, shade property filters. Map this scenario to your vertical guide at /for if category-specific suppressions apply (Recharge tags, wholesale accounts, gift buyers).
Scenario — Hybrid B2B: Trade tag global suppress, DTC segments only on consumer profiles. Map this scenario to your vertical guide at /for if category-specific suppressions apply (Recharge tags, wholesale accounts, gift buyers).
Checklist execution notes
Priority rules documented — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
RFM refreshed quarterly — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Capture source tags on all new profiles — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Recharge sync verified — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Overlap audit monthly — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Stale segment prune 90d no send — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Wholesale suppress on consumer flows — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Market availability segments if cross-border — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Full-price loyalist definition current — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Every segment has campaign mapping — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
VIP excludes discount-dependent — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
Segment freshness reviewed weekly — assign a named owner and add to collision calendar if the checklist item touches offers across capture, email, SMS, or loyalty.
FAQ deep dives
Tags vs behavioral segments? Both — tags alone miss behavior; combine for accuracy. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
Segment overlap? Priority matrix required — document which segment wins. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
How many segments? Quality over quantity — prune unused quarterly. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
RFM frequency? Recalculate quarterly minimum; VIP monthly review. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
Privy role in segmentation? Source and intent tags at capture — foundation properties. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
Recharge segments? Active/skipped/churned — gate replenishment and promos. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
B2B segmentation? Trade tags suppress all consumer automations globally. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
Klaviyo vs Sequenzy segmentation? Klaviyo builds segments; Sequenzy executes with suppressions. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
Stale segments? Delete if no campaign use 90 days. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
Full-price loyalist? Behavior-based — orders without code redemption. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
Metrics? Revenue per segment, overlap, freshness, campaign lift. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.
Biggest mistake? Overlapping segments without priority — conflicting offers same day. Stack operators should document this answer in internal runbooks — not rely on tribal knowledge when agencies turn over.