How to Create Effective Re-Engagement Campaigns in Klaviyo
- Dispatch Strategy Team
- Apr 3
- 3 min read
Re-engaging inactive subscribers is a cornerstone of successful email marketing. Dormant profiles can hurt your deliverability rates and reduce engagement metrics, but with the right strategy, you can transform these inactive contacts into loyal customers. Klaviyo re-engagement campaigns are a powerful tool to win back interest, drive conversions, and maintain a healthy email list.
What Are Klaviyo Re-Engagement Campaigns?
Klaviyo re-engagement campaigns are targeted email efforts designed to reconnect with subscribers who haven’t interacted with your brand in a while. These campaigns leverage segmentation, personalization, and incentives to reignite interest and encourage action. Whether it’s offering discounts or showcasing new products, these campaigns help reactivate dormant customers effectively.
Step-by-Step Guide to Creating Re-Engagement Campaigns in Klaviyo
1. Segment Your Inactive Subscribers
Before launching your campaign, identify which subscribers are unengaged. In Klaviyo, you can create dynamic segments for:
Unengaged purchasers: Customers who have bought before but haven’t interacted recently.
Unengaged non-purchasers: Subscribers who signed up but never made a purchase.
To create these segments:
Navigate to Lists & Segments in Klaviyo.
Click Create List or Segment.
Use filters like "Last Open Date" or "Last Purchase Date" to define inactivity thresholds.
2. Personalize Your Campaign Content
Personalization is key to grabbing attention. Use Klaviyo’s dynamic content blocks and tags to tailor emails:
Include the subscriber’s name using {{ first_name }}.
Highlight products based on past purchases or browsing behavior.
Use friendly sender names like “Sarah from [Your Brand]” for a personal touch.
3. Offer Incentives
Dormant subscribers often need extra motivation to re-engage. Test different offers such as:
Discounts (e.g., “Here’s 20% off just for you!”).
Free shipping.
Exclusive early access to new products.
Ensure that the incentive aligns with your brand’s buying cycle and doesn’t erode profit margins unnecessarily.
4. Optimize Timing and Frequency
Timing matters in re-engagement campaigns. For shorter buying cycles, send emails 3–6 months after inactivity; for longer cycles, wait 6–12 months. Use Klaviyo’s A/B testing feature to determine the best send times and frequency for your audience.
5. Include Clear CTAs
Guide subscribers back to your website with prominent call-to-action buttons like:
“Shop Now.”
“Claim Your Discount.”
Make sure these CTAs are visually distinct and easy to click.
6. Suppress Unresponsive Profiles
After running your campaign, suppress profiles that remain inactive to protect your sender reputation and avoid wasting resources on uninterested contacts. To suppress profiles in Klaviyo:
Go to Lists & Segments.
Select the segment of unresponsive subscribers.
Add them to a suppression list.
Best Practices for Klaviyo Re-Engagement Campaigns
Test Different Strategies
Experiment with subject lines, email formats (text-only vs. HTML), and incentive types using Klaviyo’s A/B testing tools.
Maintain List Hygiene
Regularly clean your email list by removing invalid addresses and suppressing unengaged profiles after re-engagement efforts fail. For more tips, explore Dispatch’s guide on Klaviyo List Hygiene Best Practices.
Balance Promotional Content
Avoid overwhelming subscribers with sales-heavy emails. Mix in educational content, product tips, or industry updates to keep them engaged without feeling pressured.
Monitor Engagement Metrics
Track key metrics such as open rates, click-through rates, and unsubscribe rates using Klaviyo’s analytics dashboard (Analytics > Engagement Metrics). Look for trends that indicate success or areas for improvement.
Conclusion
Reactivating dormant subscribers is essential for maintaining strong deliverability rates and maximizing revenue from email marketing efforts. By leveraging segmentation, personalization, strategic incentives, and optimized timing, you can breathe new life into inactive profiles while strengthening customer relationships.
If you’re struggling with re-engagement campaigns or unsure how to optimize them effectively, Dispatch can help.
At Dispatch, we specialize in helping brands maximize revenue through tailored email & SMS strategies.
Connect with Dispatch today for expert guidance on optimizing your Klaviyo campaigns!
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