- Intro
- 3 months out
- 2 months out
- 2 weeks out
- Day of send
- Post-send
Clean up your audience
Toward the end of August, you’ll want to start cleaning up your audience. This means removing any profiles that have an extremely high likelihood of remaining totally disengaged. These extremely unengaged profiles will just bog down your audience and will drive deliverability performance down since you have very little chance of reactivating them. Here's a quick refresher on the concept of list cleaning.
Clean your audience
Step 1: Identify profiles for suppression
- Build a segment to identify profiles who have soft bounced 5 or more times in the last 120 days.
- Build a segment to identify profiles who have opted in at least 180 days ago, but have not clicked or opened an email in the last 72 weeks.
- Build a segment to identify profiles who opted in for emails at least 180 days ago, but have not been active on site, added to cart, or placed an order in the last 72 weeks.
You can choose to build these as 1 big segment, or 3 separate segments, whichever you prefer.
Step 2: Bulk suppress the profiles in this segment
- Bulk suppress the profiles in this segment/these segments using the action menu next to your segment(s).
Segment your unengaged audience
Once you’ve cleaned your account of totally disengaged profiles who have not shown any interest in the last year, you should segment the unengaged profiles who remain in your account. If you follow the segment criteria listed above, you will be left with profiles who have taken at least 1 action in the last 365 days, but have not been engaged recently. We recommend building 3 different unengaged segments:
Putting in the effort to re-engage these folks ahead of BFCM will result in more robust engaged segments for your sending strategy. Here are some strategies you can use to re-engage these subscribers:
Set up flows to automate the re-engagement process
- Set up a winback flow with an incentive that is designed to re-engage lapsed subscribers and get them to open or click your message.
- Set up a sunset flow designed to give subscribers one final chance to engage before automatically marking them as inactive/ready for suppression.
Rebuild brand awareness through targeted ads
- Capitalize on the opportunity to start re-building brand awareness on channels like Facebook, Instagram and Google while ad costs are still relatively low (compared to advertising closer to BFCM).
- Utilize Klaviyo’s integrations with Facebook Advertising, Google Ads and Tiktok Audiences to sync unengaged segments to these platforms in an attempt to reactivate those users.
Each of these unengaged segments will also be used in the next step of preparation, which is audience testing.