Hi there,

If I had to guess, you probably haven't cleaned your email list in months (if not years).

Cleaning your email list is one of the most important things you can do for your deliverability.

Unengaged subscribers drag down your open rates, increase spam complaints, and cost you money on your Klaviyo bill.

Here's how to clean your list properly in 4 steps.

A sunset flow automatically removes unengaged subscribers before they hurt your deliverability.

Go to Klaviyo > Flows > Create Flow > Use the "Sunset Flow" template.

When someone hasn't engaged with your emails in 180 days, they enter a 2-email flow:

Email 1: "We'd love to stay in touch" - Give them one last chance to re-engage

Email 2: "Final reminder" (send 3 to 7 days later) - Last chance before you stop emailing them

If they don't open or click either email, they get suppressed automatically.

This flow re-engages 5 to 10% of unengaged subscribers.

The rest get removed, which protects your deliverability for everyone else.

Now you need to set up two segments.

This segment collects people who should enter the sunset flow.

Go to Klaviyo > Lists & Segments > Create Segment

Name it: "Sunset Flow Trigger"

Segment conditions:

AND

AND

AND

This segment identifies people who haven't engaged in 180 days and should enter the sunset flow.

Use this segment as the trigger for your sunset flow.

This segment collects people who went through the sunset flow but didn't re-engage.

Go to Klaviyo > Lists & Segments > Create Segment

Name it: "To Suppress"

Segment conditions:

At the end of your sunset flow, add a "Profile Property Update" action that sets "Unengaged" to "True."

This tags people who didn't re-engage so you can suppress them in bulk later.

Once you've created the segment, it's time to suppress them.

Here's how:

Step 1: Go to your "To Suppress" segment in Klaviyo

Step 2: Click the three dots in the top right corner

Step 3: Select "Manage Profiles"

Step 4: Click "Suppress Current Members"

Step 5: Confirm suppression

This removes them from your active email list.

They won't receive any more campaigns or flows.

Important: Do this every 90 days to keep your list clean.

After suppressing profiles, you need to update your Klaviyo plan so you're not paying for inactive contacts.

Here's how:

Step 1: Go to Account > Billing in Klaviyo

Step 2: Review your current plan and active profile count

Step 3: Downgrade to the appropriate tier based on your new active profile count

Example:

If you had 50,000 profiles and suppressed 10,000, you can downgrade from the 50K plan to the 40K plan.

This can save you hundreds of dollars per month.

Pro tip: Set a calendar reminder to clean your list every 90 days.

This keeps your deliverability high and your costs low.

Cleaning your list isn't just about saving money.

It's about protecting your sender reputation so your emails actually reach the people who want them.

Hope this helps.

Best,
Luca

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