Introduction
Email fatigue is a real challenge for e-commerce marketers, leading to increased unsubscribe rates and decreased engagement. Using Klaviyo smart sending can help prevent email fatigue by automatically controlling email frequency and ensuring your subscribers only receive relevant messages at the right time. In this guide, we’ll explain how to set up and optimize smart sending in Klaviyo, share best practices, and offer advanced tips to maximize your email marketing results.
How to Use Klaviyo Smart Sending to Avoid Email Fatigue
The best way to avoid email fatigue in Klaviyo is by enabling Smart Sending. This feature automatically suppresses emails to subscribers who have recently received another message, helping to manage email frequency and maintain engagement.
Step-by-Step Guide to Setting Up Smart Sending in Klaviyo
1. Log in to Your Klaviyo Account
Go to www.klaviyo.com and enter your login credentials.
2. Navigate to Campaigns or Flows
Depending on where you want to enable smart sending, go to either:
Campaigns: Click on Campaigns in the left-hand menu.
Flows: Click on Flows if you want to apply smart sending to automated messages.
3. Enable Smart Sending for Campaigns
a. Create or Edit a Campaign
Select Create Campaign or edit an existing campaign.
Choose Email as the channel type.
b. Activate Smart Sending
In the Setup section, scroll down to the Smart Sending option.
Toggle on Smart Sending to enable it.
Set the Smart Sending Window, which determines the minimum time between emails. The default setting is 16 hours, but you can adjust this based on your email strategy.
4. Enable Smart Sending for Flows
a. Select a Flow
Go to Flows and select the flow you want to modify.
Click on the Email Action block within the flow.
b. Apply Smart Sending in Flows
In the Email Settings, find the Smart Sending option.
Toggle the switch to Enable Smart Sending.
You can also enable the Allow Smart Sending Override option to give customers the ability to receive all messages, even during the restricted window.
Best Practices for Using Klaviyo Smart Sending
1. Monitor Email Frequency Settings in Klaviyo
Regularly review your Email Frequency Settings to ensure they align with your engagement goals.
Go to Account Settings > Email > Smart Sending to adjust global smart sending settings.
2. Segment High-Engagement Subscribers
Use Klaviyo’s segmentation tools to create lists of highly engaged subscribers who might be open to receiving more frequent emails.
For these segments, consider reducing the smart sending window or using Conditional Splits in flows to bypass smart sending selectively.
3. Analyze Smart Sending Impact
In the Campaign Performance Dashboard, look at the Smart Sending Suppression Rate to understand how many emails were not sent due to smart sending.
If suppression rates are too high, it might indicate that your overall email frequency is too high.
4. Use Smart Sending with SMS Campaigns
Klaviyo also allows smart sending for SMS, ensuring that your audience does not receive back-to-back texts.
Enable this feature under SMS Campaigns or SMS Flows to maintain a balanced multi-channel strategy.
Common Mistakes to Avoid with Klaviyo Smart Sending
Overusing Smart Sending: If all your messages have smart sending enabled, you might miss critical opportunities, especially during high-impact campaigns like Black Friday or product launches.
Setting the Smart Sending Window Too Long: Avoid setting excessively long windows that might reduce your ability to follow up promptly with engaged subscribers.
Not Reviewing Suppression Reports: Regularly check your suppression reports to ensure smart sending is helping rather than hindering your email performance.
Conclusion
Using Klaviyo smart sending is an effective strategy to prevent email fatigue and maintain high engagement rates. By setting the right email frequency and monitoring performance, you can optimize your email marketing strategy without overwhelming your subscribers.
📩 If your email program is underperforming and you’re unsure how to optimize your email frequency, let’s talk.
At Dispatch, we help brands maximize revenue from email & SMS without damaging subscriber engagement.
👉 Connect with Dispatch today to optimize your email marketing strategy.
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