Klaviyo Naming Conventions

Lists & Segments

By default, lists and segments are sorted by created most recently first. However, the Alphabetical Sort function is readily available and informs our Lists & Segments Naming Conventions format.


Naming Prefix:

A - All lists and any segments that have a specific source.

B - Behavioural segments, excluding those related to conversions.

C - General conversion-related segments. E.g. purchased L30, purchased 2+ times, CLV > 500.

F - Email or SMS frequency has been specified.

I - Interest segments. E.g. viewed an article on Diabetes, purchased a specific product category, or specified interest when updating preferences.

L - Loyalty Program-related segments.

S - Specialty segments as required by a client. e.g. additional segmentation by location or proximity to a physical business location.

X - Exclusions. E.g. tagged inactive, repeat bouncers, low engagement.


Basic example:

A - Email Subscribers


All lists and segments can have "Tr:" added if they are a trigger for a flow or automation.

L - Tr: Gameball Gold Tier


Using abbreviations to specify "Last XX days" might be appropriate.

B - Subscribed L30 (Never Purchased)


You may add information may be added in a single set of brackets.

C - Tr: L60 Lapsed Buyer (Bounceback)


Flows and Automations

By default, Klaviyo flows sort in alphabetical order, so we utilise a similar structure to Lists & Segments. However, to help with source identification in Google Analytics, we add "KL / FL" before the category prefix to any flows that contain emails or SMS only. Note: auto-tagging flows do not need this prefix added.


A - Welcome/TOF.

B - Behavioural, such as abandoned flows and viewed pages, excluding post-purchase.

C - Post-purchase flows including up-sell, cross-sell and bounce back.

F - Frequency-related emails, such as update preferences and list cleaning.

L - Loyalty Program-related flows, usually triggered from the Loyalty Segments.

S - Specialty flows that don't fall under our classic segments or we want to keep separate.

X - Tagging flows that contain no emails or SMS.

z. - Add a lowercase z to the beginning of the name of any archived flows that we still want to keep for data purposes.


After the prefix, we include a name or audience, followed by round brackets for a specific promotion.


Klaviyo / Flow - A for Welcome - Audience (promo)


KL / FL - A - Generic (10%-15%OFF)
KL / FL - A - Functions (Christmas) 
KL / FL - L - 600 Points ($10OFF)


Square brackets to indicate live A/B testing by the month/year the test started, and a letter to indicate which type of A/B test is running.


O - Open rate A/B test with subject/preview variations

C - Click/Conversion rate A/B test with content variations

T - Time-based A/B test with different time delays


KL / FL - A - Canley Vale (giveaway) [O-9/22]
KL / FL - A - Toowoomba [C-1/23]


Flow Tags

Additionally, we can sort flows by tags relevant to the categories as mentioned above and sort in other ways, such as flows that contain SMS. For these, we may need to adapt them on a client-by-client basis.


Some examples include:

  • Abandon

  • Customer

  • Loyalty

  • Post-purchase

  • Promo

  • Re-engage

  • SMS

  • Welcome

  • Location (e.g. Country, State or Studio)

  • Auto-tag


Flow Emails

Keep flow email naming simple. Replace the generic Klaviyo names with:

  • Email 1: Topic/Goal

  • Email 2: Topic/Goal

The topic or goal could look like this in a welcome flow:

Email 1: Welcome 10% OFF
Email 2: 10% OFF Final 24hrs


In an abandoned flow, it could look something like this:

Email 1: Reminder
Email 2: Low Stock
Email 3: Scarcity
Email 4: Free Shipping



Campaign naming conventions help us to produce informative reporting with minimal editing. To do this, we include:


Abbreviated Month, Day | Campaign type (SMS/Email) - Campaign Name (audience)


Jul 28 | SMS - New website live (QLD)
Jun 12 | Email - 10% off Jelly (30-days active)


We don't require A/B test data to be added [ inside ], as this is visible from the campaigns page.


Campaign tags

These can be used for topic research and to identify trends. They should be added on day 10 of the month for the previous month (recurring task).

  • HC (high click-through rate)

  • LC (low click-through rate)

  • HO (high open rate)

  • LO (low open rate)

  • HU (high unsubscribe)

  • HS (high spam complaint)

  • HB (high bounce)