How to create an unengaged segment
You will learn
Learn how to identify your unengaged email contacts, so you can avoid contacting them to improve and maintain your deliverability. Once you've identified your unengaged contacts, consider excluding them from most of your campaign sends. In this article, you will learn how to create an unengaged segment.
Sending to unengaged profiles who haven't engaged with your emails in 3-6 months can result in inbox providers (e.g., Gmail, Yahoo, Outlook) placing your emails into the spam folder.
Create an unengaged segment
To create an unengaged segment in Klaviyo:
- Navigate to Audience > Lists & segments.
- Select Create > Segment.
- Name your segment. If a Create segment panel appears, enter the name there and click Create segment to open the builder. Otherwise, edit the segment name at the top of the builder.
- Add the following conditions, joined with AND:
If someone can or cannot receive marketing > Person can receive email marketing
AND
What someone has done (or not done) > Received Email is at least 5 over all time
AND
What someone has done (or not done) > Opened Email 0 times in the last 90 days
AND
What someone has done (or not done) > Clicked Email 0 times in the last 90 days
You can edit the definition to best reflect your brand and how often you send emails; in this example, unengagement is defined by a 90 day (3 month) timeframe. This segment identifies contacts that have been receiving emails, but haven’t opened or clicked in 90 days.
The can receive email marketing condition can include contacts who have never subscribed. To limit this segment to email subscribers, add because person Subscribed to that condition.
With the release of iOS 15, macOS Monterey, iPadOS 15, and watchOS 8, Apple Mail Privacy Protection (MPP) changed the way that we receive open rate data on your emails by prefetching our tracking pixel. This can cause open rates to be inflated.
Apple privacy opens count toward the Opened Email condition above, so they can keep otherwise unengaged contacts out of this segment. To ignore these opens, click Add filter on the Opened Email condition and set Apple Privacy Open to false. Keep 0 times in the last 90 days. Profiles whose only recent opens were Apple privacy opens can then qualify if they meet the other conditions. Learn more about identifying Apple Mail Privacy Protection opens.
For complete information on MPP opens, visit our iOS 15: How to Prepare for Apple’s Changes guide.
When the segment definition best suits your business, click Create segment. Your segment will then be available for you to analyze, exclude from campaigns, re-engage, and more.
Additional resources
- How to market to profiles you shouldn't email
Learn about alternative ways to market to profiles that have not opted in for your email marketing.
- How to create an engaged segment of email subscribers
Learn how to create an engaged email segment, which can help you improve your open, click, and conversion rates.
- How to create a segment of VIP customers
Learn how to identify VIPs from your customer base using Klaviyo segments, which can be useful if you run a rewards program or want to know who your most valuable customers are. Identifying and segmenting your VIP customers can help you build loyalty and a more personal relationship with some your best customers, so you can increase their average order value and lifetime value as a customer.