Audiences in Klaviyo

Proximity circles

A team moment goes to that team's fans, not your whole list. Walkoff draws each team's fan territory as a Klaviyo segment: one to three circles, each a postal code and a radius, for Klaviyo's “Someone's proximity to a location” condition.

The circles are chosen to cover the team's core fans and as few other people as possible.

An example segment

For the demo brand, the Chargers segment looks like this:

Segment name

Walkoff · Los Angeles Chargers fans

Circles

Within 25 miles of 92108 (around 921)

Covers

87% of the team's core fans. 95% of the people inside follow the team.

Your customers

456 of the 16,987 customers mapped live inside.

Claude can create it for you with Klaviyo's connector. If you'd rather do it yourself, these are the steps it gives you:

1. In Klaviyo, open Lists & segments, then Create → Segment, and name it "Walkoff · Los Angeles Chargers fans".
2. Add the condition "Someone's proximity to a location": is within 25 miles of 92108 (United States).
3. Save it once. Klaviyo keeps it up to date, so every future moment for this team can reuse it.

Core or wide

Core, the default, takes the areas where at least 50% of the league's fans follow the team. Wide also takes shared markets where at least 30% do.

For the demo brand, wide reach for the Chargers adds Los Angeles: 1,765 of its customers instead of 456. But only 48% of the people inside follow the team, against 95% for core.

Ask for wide when the core audience is small. Walkoff warns you when few of your customers live in it. Wide gets its own segment, with “(wide)” at the end of its name.

UK clubs

Premier League clubs get smaller circles, centered on a postcode district like EN3: for UK postcodes, Klaviyo's proximity condition reads only that first half. Walkoff also lists the club's districts, if you'd rather use Klaviyo's Zip Code filter. If you do, check the segment isn't empty before you use it.

Segment name

Walkoff · Tottenham Hotspur fans

Circles

Within 6 miles of EN3

Covers

90% of the team's core fans. 66% of the people inside follow the team.

Outward codes

24 districts: E10, E11, E17, E18, E4, EN1, EN2, EN3 and more.

Klaviyo takes up to 500 codes in one condition. For a longer list, the steps say how to split it.

Save it once per team

Each team's segment is created once. The first time Claude needs it, it offers to create it with Klaviyo's connector, and does once you say OK. Klaviyo keeps it up to date as your profiles change, so every later moment for that team reuses it.

Claude looks for the segment by name, so keep the name Walkoff gives it, like “Walkoff · Los Angeles Chargers fans”.

Segments in Klaviyo, and what to do if one comes out small.