Split your regular campaigns by buyers and non-buyers
Most ecommerce brands send the exact same campaign email to every subscriber on their list. That is a mistake.
Having worked with over 500 businesses on their email and SMS marketing, I see this missed opportunity constantly. Non-buyers need an incentive to make their first purchase. Existing customers do not need that same discount to buy again.
The fix takes less than two minutes. Create two distinct segments in Klaviyo: a 120-day engaged non-buyer segment and a 120-day engaged buyer segment. When you build your campaigns, clone the email and send one version to each group.
Include your welcome series discount code for the non-buyers to reiterate that offer at every single touchpoint. Strip the discount code completely from the buyer version. You protect your margins while continuing to nudge fence-sitters toward their first order.
Track the 80/20 revenue split to gauge true acquisition
When you split campaigns between buyers and non-buyers, your campaign analytics become significantly more useful. Typically, you will see roughly an 80/20 revenue split. Around 20% of the revenue from any given campaign will come from your non-buyer segment, while the remaining 80% comes from repeat buyers.
Keep a close eye on the non-buyer revenue figure. It is the clearest indicator of how effective your marketing is at converting net-new customers. Once you get someone to place that first order, you will easily make up for a 10% introductory discount on their second, third, and fourth purchases.
Add conditional splits to your metric flows
The distinction between customers and non-customers should not end with your broadcast campaigns. Go into every single automated flow you run and add a conditional split right at the top.
Set the condition to check whether the profile has placed an order zero times over all time. If they have never purchased, route them down a path that reinforces the welcome discount across every email they receive. If they are already a customer, send them down the alternate path without the introductory offer.
This rule applies universally across your browse abandonment, abandoned cart, and abandoned checkout flows. There is no reason to offer margin-eroding discounts to someone who was already planning to buy their third replenishment order.
Branch flows by high-value product collections
Once you split your flows by customer status, take your automations one step further with trigger splits based on the item viewed or abandoned.
If someone abandons checkout with an item from an engagement rings collection, they should not get generic copy. Create a dedicated pathway for that high-intent collection. You can speak directly to the craftsmanship, sizing, and specific hesitations tied to that product line while still reminding non-buyers of their introductory offer.
Relevant messaging converts better than generic messaging every single time. It takes ten minutes to configure in Klaviyo and pays dividends indefinitely.
Target on-site flyouts to subscribed non-buyers
Here is one thing I like to do that almost no brands take advantage of: use your sign-up forms to target people who are already on your list.
Create a segment of profiles who are subscribed to email marketing but have zero lifetime orders. Next, build a subtle flyout form in Klaviyo set to display only to visitors who belong to that specific segment.
Use the flyout to remind them of the welcome discount code they received when they signed up but never actually redeemed. For best results, link the button to a URL that automatically applies the discount code at checkout. It removes friction and recovers lost traffic right on the site without waiting for an inbox notification.
Final Thoughts
Reiterating your welcome offer to non-buyers across campaigns, flows, and on-site forms is the fastest way to lift conversion rates. Stop sending one-size-fits-all messaging to your entire database. Segment by purchase history, protect your margins on existing buyers, and make it dead simple for new subscribers to place order number one.
Review your Klaviyo setup
If you want an experienced eye on your segmentation, flow logic, and campaign structure, book a comprehensive account audit with our team to uncover where your store is leaving revenue behind.
