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Building Klaviyo Segments with OuterSignal Data

Once OuterSignal data is flowing into Klaviyo, here's how to find it and build segments you can target in email flows.

Once you've connected OuterSignal to Klaviyo and set up a Playbook, OuterSignal data starts flowing into your Klaviyo customer profiles. The next step is building segments in Klaviyo so you can use that enriched data to power personalized email and SMS flows (and even direct mail and LaL audience creation in Meta too!).

This article walks through where to find OuterSignal data in Klaviyo and how to build segments off of it.

Prerequisites

  • OuterSignal is connected to Klaviyo (see Klaviyo Integration)

  • You've created at least one Klaviyo Playbook in OuterSignal — either a Klaviyo Stream or a Klaviyo Tag action

  • The Playbook has run for existing members (or enough new customers have entered the segment) so that data exists on customer profiles

The Two Paths: Stream vs Tag

Where OuterSignal data appears in Klaviyo depends on which type of Playbook action you used:

  • Klaviyo Stream — OuterSignal data is written as custom properties on individual customer profiles (e.g., outersignal_age, outersignal_gender).

  • Klaviyo Tag — OuterSignal segment matches are written as tags on individual customer profiles (e.g., vip-influencer, 50k-followers) created in OuterSignal.

Both paths use the same segment-builder UI in Klaviyo, but you'll filter on different fields.

Path 1: Building Segments from Streamed Properties

Use this path if you set up a Klaviyo Stream Playbook in OuterSignal.

  1. In Klaviyo, navigate to Audience → Lists & Segments.

  2. Click Create New → Create Segment.

  3. Give your segment a clear, descriptive Name (e.g., "Female Customers — OuterSignal").

  4. In the segment builder, click into the field that reads Begin typing or click to select a condition.

  5. Select Properties about someone.

  6. In the property dropdown, search for and select one of the OuterSignal properties:

    • outersignal_age

    • outersignal_gender

    • outersignal_persona

    • outersignal_birth_date

  7. Choose your operator (e.g., equals) and enter the value you want to filter on. For example, for outersignal_gender, enter female or male.

  8. Click Create Segment in the top right of the screen.

You can stack multiple OuterSignal property conditions using AND/OR logic, or combine them with Klaviyo's native conditions (purchase history, email engagement, location, etc.) to build precise segments. Repeat for any additional persona, age, gender, or birth date segments you want to target.

Path 2: Building Segments from Tags

Use this path if you set up a Klaviyo Tag Playbook in OuterSignal.

  1. In Klaviyo, navigate to Audience → Lists & Segments.

  2. Click Create New → Create Segment.

  3. Give your segment a clear, descriptive Name (e.g., "VIP Influencers — OuterSignal").

  4. In the segment builder, click into the field that reads Begin typing or click to select a condition.

  5. Select Properties about someone.

  6. In the property dropdown, search for and select outersignal_tags.

  7. Choose contains the text as your operator, then enter the exact tag name you used in your OuterSignal Playbook (e.g., vip-influencer).

  8. Click Create Segment in the top right of the screen.

Tip: Match the tag name exactly as you entered it in OuterSignal. If you used vip-influencer in your Playbook, that's exactly what you need to enter as the value here.

Using Your Segments in Klaviyo Flows

Once your segment is saved, it's a standard Klaviyo segment — you can use it the same way you'd use any other:

  • Trigger automated flows when customers enter the segment

  • Send one-off campaigns to the segment

  • Layer the segment into A/B tests or send-time optimization

  • Combine with native Klaviyo conditions for more granular targeting (e.g., "OuterSignal persona is X and placed an order in the last 30 days")

  • Sync the segment to Meta as a custom audience for lookalike campaigns

Troubleshooting

I can't find OuterSignal properties in the Klaviyo segment builder.

Properties only appear in the dropdown after they exist on at least one profile in Klaviyo. If your Playbook was just created, give it a few minutes to sync. You can also open any individual customer profile in Klaviyo and check under Custom Properties to confirm the OuterSignal data is flowing through.

My segment is empty or smaller than expected.

Confirm that you enabled Run for existing members (in the OuterSignal playbook) when you created your OuterSignal Playbook. If not, only future entrants will receive the property or tag — existing customers won't be backfilled. You can edit the Playbook in OuterSignal to apply it retroactively.

Need Help?

If you run into issues finding OuterSignal data in Klaviyo or building your segments, reach out to your OuterSignal CSM or email us at [email protected].

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