How to sunset unengaged profiles in Klaviyo

Sunsetting means you stop emailing profiles that have not engaged for a defined period, to protect deliverability. In Klaviyo, build a segment of unengaged but marketable profiles, send a final re-permission message, and suppress or exclude those who still do not respond.

Have this ready.

• A written definition of unengaged for your store
• A view of recent opens, clicks and orders to build conditions
• Awareness that open data is affected by Apple Mail Privacy Protection
• Agreement from the team on what happens to suppressed profiles

Steps.

1. 1. Write the policy first

   Decide the period without activity and what counts as activity. Include clicks, site visits and purchases, not just opens, because opens can be inflated.

2. 2. Build the segment

   Create a segment with conditions for no recent clicks, no recent placed orders and no recent active on site, while still being able to receive marketing.

3. 3. Check the size and sample

   Review who falls in the segment. Make sure new subscribers and recent customers are not caught by a poorly set condition.

4. 4. Send a last chance message

   Email the segment with a simple prompt to stay, such as a click to confirm interest. Keep it short and honest about what will happen otherwise.

5. 5. Create the engaged-again exit

   Anyone who clicks or buys leaves the sunset path. Build a flow or segment so they return to normal sending.

6. 6. Suppress or exclude the rest

   After the window, suppress those who stayed silent or exclude them from regular campaigns using a segment condition.

7. 7. Review on a schedule

   Repeat the process regularly and watch bounce rate, complaints and placement over time to see the effect.

Common pitfalls.

• Relying only on opens, which Apple privacy features can distort.
• Sunsetting new subscribers before they have had a fair chance to engage.
• Deleting profiles instead of suppressing, which loses history and consent records.
• Never revisiting the rule, so lists silently grow stale again.

Check it worked.

• Policy is written and agreed
• Segment excludes new subscribers and recent buyers
• Last chance email is sent and tracked
• Engaged-again profiles return to normal sending
• Remaining profiles are suppressed or excluded

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.