You have 1 month to do the right thing and clean your list.
Up to this point, they would charge based on your active profiles and count 10 emails per month.
To find out your bill, go to your profiles, view the total count, and then go to billing to view the corresponding plan.
Now is when your vagus nerve hits your gut, and you start worrying.
But don't you worry!
Here's what you should do instead:
1. Export your master list so that Klaviyo is not your data centre. (create a segment with a condition email containing "@").
2. Create your sunset and winback segments if you haven't.
These lapsed customers have not engaged outside your standard time between purchases window.
3. Send them the following farewell message (as a campaign):
"Is this a goodbye? We get it; life gets in the way, and you might not need [our products] any more. Maybe you did X Y Z, but maybe you still want to [achieve benefit]. Click on this email to stay in the loop.
[signature]
PS: [insert a winback offer].
Now we get into list cleaning mode, and it's time to decrease the active profiles on Klaviyo.
Honestly, this is a good change because it will clarify the data and analytics, forcing us all to be more creative in winning people back!
[PRO TIP: You can retarget these people on Meta, Google, SMS, & Direct Mail].
To clean your list, here are the segment criteria:
- If someone can or cannot receive marketing > can receive email marketing
AND
- What someone has done or not done > Received email is at 10 in the last 365 days
AND
- What someone has done or not done > Opened email 0 times over all time (where Apple privacy = false)
AND
- What someone has done or not done > Clicked email 0 times over all time
AND
- What someone has done or not done > Viewed Product 0 times over all time
AND
- What someone has done or not done > Placed Order 0 times over all time
You can also add other metrics, such as add to the cart, subscribing to a list, or tracking other engagement metrics, such as filling out a form.
[PRO TIP #2: Leverage your CAPI because your Klaviyo cookie expires in 30 days].
Then, click on the three dots on this segment and press suppress.
(I would do this in a couple of weeks or at least at the end of your billing cycle.)
For transparency, you can unsuppress these people in the future.
And it hurts, as a marketer, seeing the list go down in size is not great.
But what happens if you don't do that?
I cannot count the number of times I've seen brands using their entire list to message people, hurting deliverability, engagement, and reputation, ending up costing millions.
Pro tip #3: I would look into your lapsed big-time spenders and frequent purchasers and give them something special, such as a store credit added to their account to shop back and focus on the newest products & collections.
Good luck!
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