Introduction
Maintaining a healthy email list is crucial for maximizing deliverability and engagement. One effective strategy is setting up a Klaviyo sunset flow, which helps manage unengaged subscribers by either re-engaging them or removing inactive contacts. This guide will provide a step-by-step approach to creating a sunset flow, incorporating Klaviyo re-engagement flow best practices, and ensuring your email marketing strategy remains optimized.
How Do I Create a Sunset Flow to Manage Unengaged Subscribers in Klaviyo?
To create a Klaviyo sunset flow, you need to set up a flow that targets unengaged subscribers, sends them re-engagement emails, and ultimately removes those who remain inactive. This process helps improve email deliverability, open rates, and maintains a healthy sender reputation.
Step-by-Step Guide: Creating a Sunset Flow in Klaviyo
1. Log in to Your Klaviyo Account
Visit www.klaviyo.com and enter your credentials.
2. Create a Segment for Unengaged Subscribers
a. Navigate to Lists & Segments
On the left sidebar, click Lists & Segments.
Select Create List/Segment > Segment.
b. Define Your Unengaged Segment Criteria
Name your segment, e.g., Unengaged Subscribers.
Set conditions such as:
If someone has not opened an email in the last 90 days.
If someone has not clicked any email in the last 120 days.
If someone has not purchased in the last 180 days (optional, for e-commerce).
Example Segment Criteria:
What someone has done (or not done) > Opened Email > Zero times in the last 90 days.
AND
What someone has done (or not done) > Clicked Email > Zero times in the last 120 days.
3. Set Up the Sunset Flow
a. Go to the Flows Section
Navigate to Flows in the left menu.
Click Create Flow and choose Create From Scratch.
b. Configure the Flow Trigger
Select Segment Triggered Flow.
Choose the Unengaged Subscribers segment created earlier.
c. Design the Sunset Flow Steps
Email 1: Re-Engagement Email
Subject Line: We Miss You! Come Back for a Special Offer.
Include a clear call to action, such as a discount code or free shipping offer.
Email 2: Final Attempt (7 days later)
Subject Line: Is This Goodbye?
Create urgency with limited-time offers or ask if they want to stay subscribed.
Action: Remove Inactive Subscribers
Add a Conditional Split to determine if the user has engaged.
If no engagement, add a Profile Action to unsubscribe the user or add them to a suppression list.
Best Practices for Klaviyo Sunset Flows
1. Establish Clear Engagement Criteria
Define what inactivity means for your brand. This might vary based on your email frequency and business model.
2. Personalize Re-Engagement Emails
Use dynamic content, such as personalized product recommendations or browse history, to increase relevance.
3. Maintain Consistent Branding
Keep the design and messaging consistent with your brand while testing different tones or offers to see what works.
4. Segment Your Sunset Flow Further
Create sub-segments within the unengaged audience, such as:
Long-time customers vs. one-time buyers.
Subscribers who clicked but didn’t purchase vs. those who didn’t open at all.
5. Monitor and Adjust the Flow Regularly
Evaluate the performance of each email in the flow.
Test different subject lines, email designs, and offers to maximize re-engagement.
Common Mistakes to Avoid in Sunset Flows
Not Defining Clear Inactivity Criteria: Vague criteria can lead to removing valuable contacts.
Ignoring Unsubscribe Requests: Always honor unsubscribe requests promptly to maintain compliance with regulations such as GDPR and CAN-SPAM.
Over-Sending Emails: Avoid sending too many emails to unengaged contacts, as this can hurt your sender reputation.
Conclusion
A well-structured Klaviyo sunset flow is a powerful tool for managing unengaged subscribers. It not only helps maintain a healthy email list but also improves engagement rates and email deliverability. By following these steps and best practices, you can re-engage inactive subscribers or efficiently remove inactive contacts to optimize your email marketing strategy.
📩 If your email and SMS marketing strategies are underperforming and you’re unsure how to manage unengaged subscribers in Klaviyo, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
👉 Connect with Dispatch today to optimize your Klaviyo setup and marketing strategy.
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