When sending campaigns, it can be useful to exclude a segment of contacts who are not opted in to receive marketing emails from you. This can be done in lieu of adding conditions to your target segment to only include opted-in subscribers.
Why Exclude Not Opted-in Contacts?
There are a number of different ways Active Profiles, or emailable contacts, can be added to your account. Some of these methods, like placing an order or abandoning a shopping cart, do not necessarily require opt-in criteria, like signing up to a newsletter list does.
Learn more about how contacts are added to your Klaviyo account.
For this reason, it is important to exclude these contacts from your marketing campaigns to ensure that you don't receive high unsubscribe or spam complaint rates, which can harm your deliverability. Contacts who are not opted in and are not suppressed can still trigger flows, like abandoned cart flows, post purchase flows, winback flows, and more.
Create a Not Opted-in Segment
A not opted-in segment should contain conditions to exclude contacts in any of your subscriber lists. For example, if you have three lists that contacts can sign up to, you should exclude these three lists from the segment.
Because segments pull from everyone in your account, this will include anyone who is not on any of these lists, including suppressed profiles. If you would like to exclude suppressed profiles from this segment to get a better idea of the number of emailable contacts, you can add another condition requiring someone is not suppressed.
When sending campaigns, use the include/exclude feature to ensure that this segment is excluded from all of your sends. Then, when you're ready to send your next campaign, clone the previous one. Cloned campaigns will inherit the same recipient groups, so you don't have to worry about excluding this segment every single time you create a campaign if you use the clone feature.