Segmentation that speaks to each person individually.
Most brands split contacts into active and inactive and call it segmentation. We build behaviour-based, purchase-based and channel-based segments that match messaging to where each person actually is in their journey.
Understanding who your most valuable customers are.
Segmentation is the foundation for your campaign structure and flow triggers. We identify who to prioritise, who is approaching churn, and who has never been properly activated.
Segments that update as your audience changes.
We work dynamically, refining segments based on performance and new insights over time. Trigger points automatically move customers between segments as their behaviour shifts.
Key benefits
- Personalise the inbox experience to increase both open rates and conversion rates
- Maximise lifetime value and repeat purchase by focusing spend on the right segments at the right time
- Set up flow triggers based on behaviour and purchase history rather than guesswork
- Create more effective campaigns with audience-tailored angles and hooks
- Separate active from inactive profiles and avoid paying for a Klaviyo account bloated with contacts who never open
Our approach
- Behaviour and purchase-based segmentation not just active versus inactive
- Segments that drive flow and campaign personalisation across both email and SMS
- Audience-tailored copy, content and timing matched to where each person is in the customer journey
- Dynamic segment structure that updates continuously based on data and development
- Trigger points that automatically move customers between segments as their behaviour changes
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Explore how we applied these principles in practice.
Strong teams do award winning work
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Good questions. Clear answers.
How do you measure success in a collaboration?
We benchmark every collaboration on two things: hard metrics and soft metrics. Hard metrics cover top and bottom line growth, MER and other key financial KPIs. Soft metrics cover share of search development, the ability to attract the right influencers, and how well internal resources are being allocated. Most agencies stop at last-click attribution and miss the brand-building side entirely. We don’t, because sustainable growth requires both.
What does a collaboration with FABO look like in practice?
We start with an intro call to confirm there’s a genuine match, then invest 50+ hours in a brand and GTM strategy that maps out exactly what needs to happen and in what order. Once that’s aligned, we move into execution with a dedicated team of 3 to 6 specialists, biweekly creative reporting and monthly strategy and financial reviews. We also run workshops around specific bottlenecks as they come up. The goal is a collaboration that improves over time, not just one that starts strong.
What tools do you use for attribution & tracking?
We’ve tested a lot and landed on the same core stack for almost every case: Shopify as the CMS, Triple Whale for attribution and business intelligence, ProfitMetrics for profit-based bidding and server-side tracking, Klaviyo for email and SMS, DataFeedWatch for feed optimisation, and Confect for catalogue creative on Paid Social. In 2025 we became the only Triple Whale Platinum Partner in the EU, which means better pricing and implementation support for the brands we work with.
Which industries do you specialise in?
We work exclusively with eCommerce, with a particular focus on fashion and lifestyle brands. That specialisation is what allows us to go deep rather than broad. We’ve built our entire framework around the specific dynamics of scaling eCommerce brands profitably, and every case we take on sharpens that further.
Book an intro call about your business goals.
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Fill out the information below and we will contact you as soon as possible.
Contact us only if your turnover exceeds EUR 250.000 incl. VAT / month.
If you prefer to call us directly, you are of course also welcome to do so.
(+45) 20765222
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