How to create a non-open segment in Klaviyo?

In the world of email marketing, identifying and managing subscribers who don't interact with your communications is a major challenge for optimizing your performance. These "non-openers" represent both a challenge and an opportunity for improvement in your email strategy. Discover how to effectively create a non-opener segment in Klaviyo and implement re-engagement tactics that work.

Why Segmenting Non-Openers Is Essential for Your Email Strategy

Creating a specific segment for subscribers who don't open your emails offers several strategic advantages for your marketing:

Significant Improvement in Performance Metrics

Open rates directly influence the effectiveness of your campaigns. By precisely identifying who isn't opening your emails, you can:

• Adjust your communication strategies for these specific profiles
• Test different approaches to stimulate engagement
• Gradually increase your overall open rates

Preserving Your Sender Reputation

Email platforms use engagement as a key factor in determining whether your messages reach the inbox. By effectively managing your non-openers:

• You improve your deliverability score
• You increase the chances of your emails being delivered correctly
• You prevent your messages from being automatically classified as spam

Optimizing Marketing Costs

Most email marketing platforms, including Klaviyo, charge based on contact volume. By identifying chronic non-openers:

• You can reduce the sending frequency to these segments
• You optimize your marketing budget
• You focus your resources on the most engaged subscribers

Step-by-Step Guide: How to Create a Non-Opener Segment in Klaviyo

Follow this simple but effective process to identify and segment your non-openers in Klaviyo:

Step 1: Access the Segmentation Module

1. Log in to your Klaviyo account
2. In the main menu, click on "Audience"
3. Select "Lists & Segments" from the dropdown menu

Step 2: Initialize a New Segment

1. Click the "Create" button located at the top right of your screen
2. Select the "Segment" option from the menu that appears

Step 3: Configure Non-Opener Definition Criteria

For a basic non-opener segment, add the following conditions:

1. First condition:
   • Select "What someone has done (or not done)"
   • Choose "Received Email"
   • Set to "at least once"
   • Specify the period concerned (e.g., last 30 days)
2. Second condition:
   • Select "What someone has done (or not done)"
   • Choose "Opened Email"
   • Set to "zero times"
   • Use the same period as for the first condition
3. Optional condition for greater precision:
   • Select "What someone has done (or not done)"
   • Choose "Clicked Email"
   • Set to "zero times"
   • Use the same time period

Step 4: Refine Your Segment with Additional Filters

For more precise segmentation, you can add additional conditions:

• Activity filter: include only subscribers active for more than 30 days
• Campaign filter: target non-openers of a specific campaign
• Geographical filter: segment by location to adapt your strategy
• Historical engagement filter: distinguish recent non-openers from chronic non-openers

Step 5: Finalize and Save Your Segment

1. Give your segment a clear and descriptive name (example: "Non-Openers - Last 30 Days")
2. Add a detailed description to facilitate future identification
3. Click "Create Segment" to finalize the operation

Advanced Strategies for Effectively Re-Engaging Your Non-Openers

Once your non-opener segment is created, implement these proven tactics to stimulate their engagement:

Optimizing Key Elements of Your Emails

Non-openers make their decision in a few seconds based on visible elements before opening:

• Test different email subject lines: experiment with questions, personalization, or a sense of urgency
• Optimize your pre-headers: these first 100 characters visible in the inbox are essential
• Adjust the sender name: test different variations (first name + company name, customer service, etc.)

Adjusting Sending Parameters

The time of receipt significantly influences open rates:

• Experiment with different days: analyze whether your non-openers are more receptive on weekdays or weekends
• Test various times: some segments may prefer morning, noon, or evening
• Reduce frequency: switch from daily to weekly sends to avoid email fatigue

Integrated Multi-Channel Approach

Non-openers may be more receptive on other channels:

• SMS campaigns: use this direct channel for important messages
• Social media retargeting: synchronize your segment with your advertising platforms
• Push notifications: for subscribers who use your mobile app

Specific Re-Engagement Campaigns

Create dedicated re-engagement sequences:

• Interest verification email: directly ask if they want to remain subscribers
• Exclusive offers: propose a promotion only available for this segment
• Preference questionnaires: allow them to customize the content and frequency they receive

Important Considerations for Measuring Email Opens

Impact of Apple Mail Privacy Protection

Since iOS 15, Apple's "Mail Privacy Protection" feature has transformed open tracking:

• Emails opened via Apple Mail may be automatically marked as "opened"
• This feature can create artificial inflation of open rates
• iOS users represent a significant portion of subscriber lists (typically 40-60%)

Reliable Alternatives for Measuring Engagement

Given these limitations, prioritize these complementary metrics:

• Click-through rate: a more reliable indicator of engagement than opens
• Conversion rate: a direct measure of commercial effectiveness
• Site activity: use cookies to track post-campaign visits
• Engagement on other channels: activity on social networks or apps

Conclusion

Segmenting non-openers in Klaviyo represents a major optimization opportunity for your email marketing strategy. By precisely identifying this segment and implementing targeted re-engagement tactics, you not only improve your performance metrics but also strengthen the relationship with your entire audience.

This methodical approach allows you to gradually transform your non-openers into engaged subscribers, while preserving your sender reputation and optimizing your marketing resources.

Remember to constantly adapt your strategy based on the results obtained and technological developments that influence email engagement measurement.