How to clean a Klaviyo list of bounces and bad addresses

To clean a Klaviyo list of bounces, find contacts that hard bounced or never engage, suppress them and fix the signup sources that let bad addresses in. Do this regularly so reputation stays healthy. A smaller, healthier list almost always performs better than a large list full of dead addresses, so do not fear the shrink.

Have this ready.

• Access to profiles, segments and campaign reports
• A list of your signup sources such as forms, checkout and imports
• An understanding of what counts as inactive for your business
• A backup export of the list before big changes

Steps.

1. 1. Export a backup

   Before changing anything, export the list so you can restore data if a segment turns out to be wrong.

2. 2. Review your bounce data

   Open campaign reports and note bounces. Separate hard bounces, which are permanent, from soft bounces, which are temporary.

3. 3. Confirm hard bounces are suppressed

   Check that addresses that hard bounced are suppressed and no longer mailed. Suppress any that remain active.

4. 4. Segment repeated soft bounces

   Build a segment of contacts who soft bounced across several sends. Treat repeat offenders as likely dead mailboxes.

5. 5. Segment long term inactive contacts

   Create a group that has not opened or clicked for a long period and has not bought. Run a final win back, then suppress those who stay silent.

6. 6. Look for suspicious addresses

   Scan for obvious typos and role addresses, which signal poor capture. Remove them rather than risk hitting spam traps.

7. 7. Fix the source

   Add double opt in or address checks at the signup form and checkout where bad addresses entered. Cleaning without fixing the source means doing it again.

Common pitfalls.

• Deleting contacts instead of suppressing them, which can let them return by import.
• Importing old lists from other tools without any checks.
• Cleaning once and never again.
• Removing customers who buy but rarely open because of privacy features.

Check it worked.

• Backup export saved
• Hard bounces are suppressed
• Repeat soft bounces are segmented and handled
• Inactive contacts had a final win back
• Signup sources have safeguards against bad addresses

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our klaviyo email marketing service or book a free audit.