Managing Unengaged Contacts in Klaviyo
In the realm of email marketing, maintaining a list of engaged contacts is crucial for ensuring good deliverability and preserving your sender reputation. Contacts who never interact with your emails can harm these crucial aspects of your strategy. Klaviyo makes it easy to create a specific segment to identify these unengaged contacts, called "Inactive" or "Never Engaged".
Why identify unengaged contacts?
- Improved Deliverability: Avoid sending emails to inactive contacts.
- Cost Optimization: Reduce the number of unnecessary profiles.
- Analytical Accuracy: Obtain more reliable metrics.
- Reputation Protection: Maintain a good engagement rate.
Process for creating an "Inactive" segment
1. Access lists and segments
- Log in to Klaviyo and go to Lists & Segments.
2. Create a new segment
- Click on Create List / Segment.
- Select Segment.
- Name the segment, for example "Inactive".
3. Define conditions
- Can receive marketing emails (to target only subscribers).
- Has received at least 5 (or 10) emails in 180 days (to ensure they've had the opportunity to interact).
- Has not opened any emails ever.
- Has not clicked on any emails ever.
- Has never placed an order.
4. Save the segment
- Verify the configured conditions.
- Click on Create to generate the segment.
Alternative method: Quick creation via Klaviyo
- Go to Analytics > Deliverability.
- Look for the option Create a Never Engaged Segment.
- Click on Create Segment to automatically generate the list.
Suppressing unengaged contacts
- Go to Lists & Segments.
- Click on the three dots next to the "Inactive" segment.
- Select Suppress Current Members.
- Confirm suppression.
Alternative method: Quick creation via Klaviyo
- Go to Analytics > Deliverability.
- Look for the option Create a Never Engaged Segment.
- Click on Create Segment to automatically generate the list.
Best practices for list cleaning
Considering privacy protections
- Email opens can be distorted by Apple MPP.
- Focus more on clicks and purchases.
Recommended frequency
- Clean the list every 3 to 6 months.
- Launch re-engagement campaigns before suppression.
Advanced strategies
- Test different offers to re-activate these contacts.
- Analyze the causes of non-engagement.
- Use dynamic segments based on subscriber seniority.
If you want to learn more about lists and segments, check out our dedicated article on this topic.
Conclusion
Creating and managing an "Inactive" segment in Klaviyo is essential for maintaining a clean and performing contact base. By identifying these profiles and applying appropriate strategies, you will optimize your deliverability rates and maximize the effectiveness of your email campaigns.
