How To Perform A Klaviyo List Cleaning To Improve Email Deliverability

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How To Perform A Klaviyo List Cleaning To Improve Email Deliverability

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Keeping your Klaviyo email list clean is crucial for effective email marketing. Klaviyo list cleaning is more than just deleting inactive contacts; it involves the process of ensuring your email list only contains valid and engaged subscribers. This process involves removing duplicate emails, and unknown users, which can prevent your campaigns from reaching the spam folder. A clean email list can also increase your sender reputation and open rates, leading to higher conversions and engagement. Learn more about the importance of Klaviyo list cleaning in this blog.

What Is Klaviyo List Cleaning And Why You Need It?

Klaviyo List Cleaning
Klaviyo List Cleaning
Email list cleaning is an essential practice for maintaining a healthy email list. The process involves identifying and removing inactive or unengaged subscribers from your email list. This is crucial for ensuring high deliverability rates, reducing bounce rates, and increasing engagement with your email campaigns. By cleaning your list regularly, you can improve the overall performance of your email marketing efforts.

Overview of Common Issues Caused by Unclean Email Lists

1. Low Deliverability Rates

When your email list contains a high number of inactive or unengaged subscribers, your deliverability rates can suffer. Internet service providers (ISPs) may mark your emails as spam if they are sent to a large number of inactive accounts. By cleaning your list, you can maintain high deliverability rates and ensure that your emails reach your subscribers' inboxes.

2. High Bounce Rates

Unclean email lists often lead to high bounce rates, as emails sent to inactive or non-existent accounts bounce back. High bounce rates can damage your sender reputation and negatively impact your deliverability rates. By removing inactive subscribers from your list, you can reduce bounce rates and improve your email marketing performance.

3. Decreased Engagement

Inactive or unengaged subscribers can drag down your overall engagement metrics. By cleaning your email list, you can focus on engaging with subscribers who are genuinely interested in your content. This can lead to higher open rates, click-through rates, and conversions, ultimately improving the ROI of your email marketing campaigns.

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If you want to streamline your email marketing efforts and create stunning campaigns with ease, give Mailsplash's All-in-one Email Solution a try. Mailsplash is an AI-powered tool designed to help freelancers, brands, and agencies create personalized and converting email campaigns. With Mailsplash, you can design and send professional email templates using any email service provider like Klaviyo.
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Why List Cleaning Is Important

Klaviyo List Cleaning
Klaviyo List Cleaning
List cleaning is key to maintaining good deliverability and making sure your emails land in recipients' inboxes. List cleaning allows you to accomplish the following:

Reduce unsubscribe rates and increase open and click rates

By excluding unengaged contacts from your sends, you can reduce the need for contacts to unsubscribe from unwanted emails. At the same time, you are prioritizing sends to those who do open and click.

Improve your sender reputation with inbox providers

Most major email service providers (like Google and Yahoo) track how recipients interact with emails from your domain (e.g., how many emails are marked as spam, how many are opened, etc.). ESPs use this information to determine whether to classify your messages as spam. Having lots of unengaged profiles on your list hurts your efforts to reach those who actually want to receive your emails.

Retain and engage customers

By learning when people start to disengage with your brand, you can know when to send targeted campaigns to re-engage them.

Personalize content based on your best customers

By knowing that your list is full of real, active, and interested potential customers, you can start to personalize content and analyze data based on those most likely to encourage and promote your brand.

Reduce your costs

As you know many ESP’s will charge you for the number of your subscribers, and Klaviyo moved to the same pricing structure recently. You shouldn’t retain and pay for subscribers who aren’t engaging with your content.

Empowering Email Marketing Creativity

Mailsplash is an AI-powered tool to create stunning email templates that convert. Design and create stunning/converting emails (campaigns, flows, all of it) in minutes. Send with any email service provider (Mailchimp, Klaviyo, etc.).
We enable freelancers, brands, and agencies to rapidly create personalized, converting email campaigns at lower cost than traditional marketing agencies, from email copywriting, to personalized branded email template design.
Try our All-in-one Email Solution today for free.

How To Perform A Klaviyo List Cleaning To Improve Email Deliverability

Klaviyo List Cleaning
Klaviyo List Cleaning
When it comes to cleaning your Klaviyo list, there are several different approaches you can take depending on the situation. It's crucial not to rush into removing regular people from your account without first trying to re-engage them. Klaviyo recommends beginning by creating an unengaged segment from your list and sending them one last email to try to re-engage them before suppressing them.
This means you can send a re-engagement campaign or a win-back flow with preferably 1-2 emails to this unengaged segment, focusing on finding the right subject lines that make them at least open the email.

Optimizing Email Engagement with Segmentation

After attempting to re-engage, you should create two segments to capture all truly engaged users who didn't interact with your latest marketing attempt and suppress them. This is recommended by Klaviyo to be done once a month.
  • The first segment should include people who are unengaged in the last 90 days as well as those who went through the re-engagement flow or received an engagement campaign but still didn't re-engage by opening or clicking an email.
  • The second segment should consist of people who never opened an email in the last 60 days and bounced at least 4 times overall.
To create a segment, navigate to Audience > Lists & segments, then click Create New > Create segment and build a segment using the definitions provided. To suppress unengaged users, export the two segments mentioned above as a list and upload this list to your Suppression Tab.

Mailsplash: The All-in-one Email Solution

If you're looking for an all-in-one email solution to create stunning email templates that convert, consider Mailsplash. With AI-powered tools to design and create emails in just minutes, Mailsplash allows you to send campaigns and flows using any email service provider like Klaviyo. Whether you're a freelancer, brand, or agency, Mailsplash can help you create personalized, converting email campaigns at a lower cost than traditional marketing agencies.
Try our All-in-one Email Solution today for free.

Best Practices For Klaviyo List Cleaning

Klaviyo List Cleaning
Klaviyo List Cleaning
As a Klaviyo list-cleaning, I cannot stress enough the importance of closely monitoring and analyzing email performance metrics. This includes looking at bounce rates, open rates, and click-through rates. These metrics provide valuable insights into the health of your email list and the engagement level of your subscribers. By regularly checking these metrics, you can identify any red flags and take immediate action to remove inactive or unengaged contacts from your list. This helps boost email deliverability and ensures your emails reach the right audience.

Tips for implementing regular monitoring and analysis of email performance metrics

  • Set up automated reports in Klaviyo to receive regular updates on email performance.
  • Use A/B testing to optimize email campaigns and track improvements in performance metrics over time.

Implement double opt-in processes to verify subscriber intent

Implementing a double opt-in process is a highly effective way to verify subscriber intent and ensure that the people on your email list genuinely want to receive your emails. When new subscribers sign up, they receive an email asking them to confirm their subscription. By requiring this additional step, you can filter out fake or incorrect email addresses and prevent spam complaints. This helps keep your list clean and your engagement rates high.

Tips for implementing double opt-in processes

  • Customize the confirmation email to match your brand voice and encourage subscribers to complete the process.
  • Clearly communicate the benefits of subscribing to encourage subscribers to confirm their email addresses.
  • Monitor confirmation rates and make adjustments to the opt-in process to improve performance.

Use segmentation to target and engage active subscribers

Segmentation is a powerful tool that allows you to divide your email list into smaller groups based on specific criteria, such as demographics, purchase history, or engagement level. By segmenting your list and targeting active subscribers with relevant content, you can increase engagement rates and drive conversions. This strategy also helps you identify inactive subscribers that may need to be removed from your list.

Tips for implementing segmentation to target and engage active subscribers

  • Use Klaviyo's segmentation tools to create dynamic segments based on subscriber behavior.
  • Personalize email content to cater to the unique preferences and interests of each segment.
  • Monitor the performance of segmented campaigns and adjust your strategy as needed.

Set up automated workflows to re-engage inactive subscribers

Re-engaging inactive subscribers is a key part of list cleaning. By setting up automated workflows to target subscribers who haven't engaged with your emails in a while, you can encourage them to re-engage with your brand. These workflows can include special offers, personalized recommendations, or reminders about your products or services. By re-engaging inactive subscribers, you can prevent deliverability issues caused by high bounce rates or spam complaints.

Tips for setting up automated workflows to re-engage inactive subscribers

  • Identify triggers that indicate subscriber inactivity and use them to start re-engagement workflows.
  • Test different re-engagement tactics to see what works best for your audience.

Utilize suppression lists to exclude bounced or unengaged contacts from future sends

Suppression lists are a powerful tool for keeping your email list clean. By creating a suppression list of bounced or unengaged contacts, you can prevent these contacts from receiving future emails. This helps improve email deliverability by ensuring that your emails reach engaged subscribers who are interested in your content.

Tips for utilizing suppression lists to exclude bounced or unengaged contacts

  • Regularly clean your email list to identify and remove bounced or unengaged contacts.
  • Create a suppression list in Klaviyo to exclude these contacts from future sends.
  • Monitor the performance of your email campaigns after implementing suppression lists to track improvements in deliverability.

Revolutionizing Email Marketing with Mailsplash

Mailsplash is an AI-powered tool to create stunning email templates that convert. Design and create stunning/converting emails (campaigns, flows, all of it) in minutes. Send with any email service provider (Mailchimp, Klaviyo, etc.).
We enable freelancers, brands, and agencies to rapidly create personalized, converting email campaigns at lower cost than traditional marketing agencies, from email copywriting, to personalized branded email template design.
Try our All-in-one Email Solution today for free.

Common Misconceptions About List Cleaning Debunked

Klaviyo List Cleaning
Klaviyo List Cleaning

1. The more people I send to, the more chances I have to sell

While it may seem beneficial to send emails to a larger group of people initially, consistently sending to unengaged subscribers can lead to declining open rates, damaging your account health and causing your emails to end up in spam folders or promotions tabs. It is crucial to focus on quality over quantity when it comes to email marketing.

2. If we suppress people they won’t be able to buy again

Suppressing unengaged subscribers means they will no longer receive marketing emails from your brand; they can still make purchases and interact with your website as usual. They will also continue to receive transactional messages if they place an order, ensuring that their buying experience remains unaffected.

3. They may re-engage at some point

While some unengaged subscribers may re-engage with your emails after being suppressed, it is not worth risking the overall health of your email account for a small percentage of potentially dormant contacts. Prioritizing list cleaning and maintaining a healthy subscriber base is crucial for long-term deliverability and engagement success.

Mailsplash: All-in-one Email Solution

Mailsplash is an AI-powered tool for creating visually appealing and effective email templates that drive conversions. Design and customize tailored emails, whether they be campaigns or automated flows, in just minutes.
Utilize Mailsplash with your preferred email service provider, such as Mailchimp or Klaviyo, to effortlessly create personalized, converting email campaigns. Freelancers, brands, and agencies can leverage Mailsplash to rapidly produce personalized, branded email templates tailored to their specific needs.
Try our innovative All-in-one Email Solution today for free.

Create Fully-Built Stunning Email Templates That Convert With Mailsplash

Mailsplash is a powerful email marketing tool that utilizes AI to help users create stunning email templates that convert. This tool is designed to help freelancers, brands, and agencies quickly create personalized and converting email campaigns at a lower cost compared to traditional marketing agencies. The tool allows users to design and create email campaigns and flows in just minutes.
Once the campaign is created, users can send it with any email service provider such as Mailchimp or Klaviyo. Mailsplash provides an all-in-one email solution that includes email copywriting, personalized branded email template design, and more. This tool is perfect for those looking to rapidly create effective email marketing campaigns.

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Daniel Kwon

Written by

Daniel Kwon

Hi! I'm Dan Kwon, a growth hacker and digital innovator who first gained social proof by hitting a million social media followers at 17. I founded an AI writing tool startup, propelling it to $1M ARR and over a million users in just 3 months, leading to a successful exit. My specialty lies in creating viral brand identities and understanding Gen Z’s digital marketing landscape. I'm always ready to share practical, real-world insights in digital marketing.

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