Sending to engaged subscribers is essential to maintain good email deliverability. That said, it can also be useful to create an unengaged segment to see which profiles need to be excluded from your marketing initiatives, re-engaged, or suppressed during list cleaning. In this article, you will learn how to create an unengaged segment.
Note that if you send to unengaged profiles who haven't engaged with your emails in 3-6 months, inbox providers (e.g., Gmail, Yahoo, Outlook) will start placing your emails in spam.
Create an Unengaged Segment From Your Main List
To create an unengaged segment in Klaviyo, first, head to the Lists & Segments tab of your account and select Create List / Segment > Segment. The main criteria for this unengaged segment is that someone has not actively interacted with your emails and has been a part of your main list for an extended period of time.
You can edit the definition to best reflect your brand and how often you send emails; however, in the example below, unengagement is defined by a 60 day (2 month) timeframe. Using the segment defined below, we are isolating contacts that have been on our newsletter list for at least 30 days, but haven’t opened or clicked a single email in 60 days.
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.
9/20/21 Update: with the release of iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple will change the way that we receive open rate data on your emails by prefetching our tracking pixel. With this change, it’s important to understand that open rates will be inflated.
If your campaign analytics show a large number of iOS openers, we suggest adjusting your unengaged segment definition to use other signals of engagement like clicks, purchases, or site activity.
For complete information on ways to potentially mitigate these Apple open changes, visit our iOS 15: How to Prepare for Apple’s Changes guide.