Integration Guide

How to Target Referral Segments in Klaviyo with GrowSurf

Name: GrowSurf
Rating: 4.74 (47 reviews)
Author: GrowSurf

Build Klaviyo segments based on referral program data for precision-targeted campaigns and flows.

Klaviyo's segment builder is one of the most powerful in email marketing — and when you feed it GrowSurf referral data, you can create hyper-targeted segments that drive referral program performance. From identifying your most valuable referrers to finding referred leads who haven't converted yet, Klaviyo segments let you reach the right person with the right message at the right time.

This guide covers building referral-specific segments in Klaviyo using custom profile properties and event data from GrowSurf. You'll learn how to create segments for every referral persona, use segments to trigger flows and campaigns, and analyze segment behavior to optimize your referral program strategy.

Integration Steps

Step 1: Verify Referral Data in Klaviyo Profiles

Before building segments, ensure all referral data from GrowSurf is properly synced to Klaviyo profile properties.

Check that these custom properties exist on profiles:
- referral_code — unique participant code
- referral_link — sharing URL
- referral_count — number of successful referrals
- referral_status — program status
- referred_by — who referred them
- referral_program_joined_date — when they joined
Verify events are tracked: Referral Program Joined, Referral Made, Referral Converted
Spot-check 5-10 profiles to confirm data accuracy

Step 2: Create Core Referral Program Segments

Build the foundational segments every referral program needs.

Go to Lists & Segments > Create Segment
"All Referral Participants": Property referral_code is set
"Non-Participants": Property referral_code is not set AND has placed order (existing customers not in program)
"Referred Leads": Property referred_by is set (came through a referral)
"Active Referrers": Property referral_count > 0 (have made at least one referral)

Step 3: Build Behavioral Referral Segments

Create segments based on referral activity patterns and engagement level.

"First-Time Referrers": referral_count equals 1 — just made their first referral, need encouragement
"Power Referrers": referral_count >= 5 — consistently active, reward and celebrate
"Champion Referrers": referral_count >= 10 — your top performers, VIP treatment
"Dormant Participants": referral_code is set AND referral_count equals 0 AND joined more than 30 days ago
"Recent Referrers": Event "Referral Made" in last 7 days — capitalize on momentum

Step 4: Create Value-Based Referral Segments

Segment by the revenue impact of referrals for financial analysis and VIP identification.

"High-Value Referrers": Referrals who drove the most total revenue (combine GrowSurf data with Klaviyo purchase data)
"Converted Referral Leads": referred_by is set AND has placed an order — measure referral conversion
"Unconverted Referral Leads": referred_by is set AND has NOT placed an order — target for conversion campaigns
Use these segments to calculate referral program ROI at the segment level

Step 5: Use Segments in Flows and Campaigns

Apply your referral segments to trigger flows and target campaigns.

Use segments as flow filters: only let profiles in certain segments enter specific flows
Target campaigns to specific segments: send a re-engagement campaign only to "Dormant Participants"
Use segment membership in conditional splits within flows
Create segment-triggered flows that fire when someone enters or exits a segment

Step 6: Analyze Segment Performance

Use Klaviyo's analytics to understand how each referral segment behaves and performs.

Compare email engagement metrics across segments (open rate, click rate, revenue per recipient)
Track segment growth over time — healthy programs show "Active Referrers" growing
Analyze which segments respond best to which types of content
Use Klaviyo's predictive analytics to forecast future referral behavior by segment

Code Snippets

// Klaviyo Segment Definitions (API format)

// All Referral Participants
{
  "name": "All Referral Participants",
  "definition": {
    "type": "AND",
    "conditions": [{
      "type": "profile_property",
      "property": "referral_code",
      "operator": "is_set"
    }]
  }
}

// Power Referrers (5+ referrals)
{
  "name": "Power Referrers",
  "definition": {
    "type": "AND",
    "conditions": [{
      "type": "profile_property",
      "property": "referral_count",
      "operator": "greater_than_or_equal",
      "value": 5
    }]
  }
}

// Dormant Participants (joined 30+ days ago, 0 referrals)
{
  "name": "Dormant Participants",
  "definition": {
    "type": "AND",
    "conditions": [
      {
        "type": "profile_property",
        "property": "referral_code",
        "operator": "is_set"
      },
      {
        "type": "profile_property",
        "property": "referral_count",
        "operator": "equals",
        "value": 0
      },
      {
        "type": "event",
        "metric": "Referral Program Joined",
        "operator": "greater_than",
        "value": 30,
        "unit": "days_ago"
      }
    ]
  }
}

Tips

Use Segments for Suppression, Not Just Targeting

Segments are equally powerful for excluding people. Suppress "Champion Referrers" from getting basic "how to refer" emails. Suppress "Referred Leads" from your regular acquisition campaigns. Smart suppression prevents annoying your best advocates with irrelevant content.

Combine Referral Segments with Purchase Behavior

The most powerful segments combine referral data with purchase behavior. A "Power Referrer who is also a repeat buyer" is your most valuable customer — treat them like royalty. A "Referred Lead who added to cart but didn't purchase" is a high-intent target for a conversion nudge.

Review Segment Overlap Regularly

Some profiles may fall into multiple segments. Use Klaviyo's segment overlap analysis to understand these intersections. If two segments have 80% overlap, consolidate them to simplify your campaign targeting.

FAQ

How often do Klaviyo segments update?

Klaviyo segments update in near real-time as profile properties and events change. When GrowSurf sends an event that updates a profile's referral_count, the profile moves between segments within minutes. This means your flow triggers and campaign targeting are always based on current data.

Can I use referral segments to personalize website content?

Yes. Use Klaviyo's web tracking and personalization features to show different website content to different referral segments. For example, show a "Share with friends" prompt to non-participants, or a "Your referral stats" widget to active referrers. This requires Klaviyo's web personalization features.

What's the difference between Klaviyo segments and lists for referral targeting?

Lists are static — subscribers are added manually or via form submissions. Segments are dynamic — they update automatically based on profile properties and behavior. Always use segments for referral targeting because referral data changes frequently (referral counts increase, statuses change). Lists are better for consent management (e.g., SMS consent list).

GrowSurf for Startups Program

Startups get a 50% discount

GrowSurf Deals

Get $234k+ In Software Savings

LoyaltySurf

Reward Your Customers For Their Loyalty

Startup Growth Tactics Quiz

How to Target Referral Segments in Klaviyo with GrowSurf

Integration Steps

Step 1: Verify Referral Data in Klaviyo Profiles

Step 2: Create Core Referral Program Segments

Step 3: Build Behavioral Referral Segments

Step 4: Create Value-Based Referral Segments

Step 5: Use Segments in Flows and Campaigns

Step 6: Analyze Segment Performance

Code Snippets

Tips

Use Segments for Suppression, Not Just Targeting

Combine Referral Segments with Purchase Behavior

Review Segment Overlap Regularly

FAQ

How often do Klaviyo segments update?

Can I use referral segments to personalize website content?

What's the difference between Klaviyo segments and lists for referral targeting?

Unlock the power of word-of-mouth marketing anddeepen your bond with customers

Set up your refer a friend program with customer referral and affiliate program software that lowers your acquisition costs, increases customer loyalty, and saves you gobs of time.

Built for startups,scaled for unicorns

View GrowSurfCustomer Examples

Unlock the power of word-of-mouth marketing and
deepen your bond with customers

Built for startups,
scaled for unicorns

View GrowSurf
Customer Examples