Most beauty brands segment their list into buyers and non-buyers, then send buyers one set of campaigns and everyone else a generic newsletter. That misses the most valuable segment sitting in plain sight: people who’ve shown real buying intent without actually buying.
What high-intent non-buyer behavior looks like
This is someone who’s viewed a product page multiple times, added to cart without checking out, or spent real time on a shade or formula finder without finishing it. None of that is “just browsing.” It’s someone actively deciding, stuck on something specific.
Why this segment gets ignored
Most flows are built around cart abandonment as the single trigger, which misses the person who looked three times and never added to cart at all. They show up as a cold subscriber, even though they’re closer to buying than almost anyone else on the list.
What to send instead of a generic campaign
This segment doesn’t need a discount as the first move — it needs the specific objection addressed. Someone who circled a shade finder without finishing it responds better to a short email answering the most common questions for their apparent shade or concern than to another promotional blast.
Building it in Klaviyo
This segment is built from a combination of viewed product across multiple sessions, no purchase in X days, and either cart activity or repeated views on a filtered product set. It’s more setup than a standard flow trigger, but it’s built once and runs indefinitely — exactly the kind of asset worth the extra hour to set up correctly the first time.
Naomi is a Certified Klaviyo Partner and founder of Signify Studio, an email marketing agency for eCommerce brands based in Clearwater, Florida.
Want the rest of the system, not just this fix?
Run a free FlowScore audit to see what else your Klaviyo account is missing, or go deeper with the Email Psychology Mini Course ($47) or Email Mastery for Health & Wellness Brands ($297).
