Hey, are you using Klaviyo to escalate your marketing tactics but struggling with low engagement with your email campaigns?
You’ve got a significant number of subscribers on your list, and rather than getting positive responses from them, they’re just contributing to growing expenses.
As you are aware, Klaviyo’s pricing model depends on the total no. of contacts you have on the list. As the no. of subscribers increases, so does the cost.
Therefore, it has become very essential to focus on nurturing quality subscribers rather than wasting much effort on those who do not have any interest in your email or brand.
Now the question arises:
How can you manage expenses while ensuring high engagement and an excellent ROI from every email campaigns you run?
For that, suppressing the segment or a few profiles is a great way to ensure that you’re targeting the perfect group of subscribers.
If you don’t have an idea, how to do it? then this article is for you.
Here I will be sharing.
So be sure to go through full article.
Without wasting your time further, let’s directly get into the essence of this article…
How to Identify Segments for Suppressing?
When it comes to suppressing any list or segment, you cannot go with any random decision. You have to be very clear on —which group of profiles are qualified to get suppressed.
As you’re aware, a growing email list is getting expensive with time. And, now that you have a significant number of subscribers on your list, suppressing a few of them without any logic or strategy is a foolish act.
Random separation may cause the exclusion of loyal customers from your email campaigns, so to prevent this, it’s better to analyse and identify those contacts ——who don’t have any attachment or interest in your brand; suppressing them won’t affect your profitability in any way.
Factors to Consider:
Are they opening your emails or not and how frequently?
Are they engaging with your emails? Are they clicking on the links inside your emails?
If you find there is very low engagement then it’s advisable to perform A/B testing before you initiate the suppression process. And, figure out what’s the main reason why your email is getting ignored. Are they getting delivered perfectly or end up falling into the spam folder? If you find everything is perfect from your side then, excluding this inactive profile can be a viable option, especially when you are using Klaviyo to manage these profiles.
There is no definite duration, but in general, a minimum 3 months and a maximum of 6 months are mostly taken into consideration.
You can suppress that segment that was inactive for 3+ months.
But before excluding them, try running a re-engagement campaign, hoping for a positive response while incorporating A/B tactics.
For new subscribers who’ve just joined your list., it’s better to give them some time to understand your brand. In this stage the game is of nurturing them and enhancing relations. It’s also advisable to share campaign schedules with them.
They must be aware of when the next email will hit their inbox so they can engage with it as soon as possible. And there must be a fixed schedule for each and every process you execute.
In most scenarios, one of the main cause of the low open rate is that, subscribers don’t have any idea when the next email will be sent to them.
So despite of having interest in your email, they fail to open it. So the key here is to share your campaign routine with new subscribers as well as old ones.
By doing this, there are high chances that, you will see an increment in open rates.
Looking to target in a specific area or country or locality you can include only those profiles who belong to that specific area, suppress remaining.
What else factors you can check out
- Bounce rate —suppress the profiles which are contributing to high bounce rate.
- Never purchase anything.
- Fraudulent or Inactive Gmail accounts.
- Suppress frustrated or those who are giving negative feedback consistently without any supportive base.
- You can also suppress based on the relevancy of your email campaigns.
Steps to suppress segment in Klaviyo
- The first step is to open your Klaviyo dashboard and then navigate to the list & segment section on the right panel.
- Then, select the list or segments you’d like to suppress and click on the action menu (three vertical dots) exactly located infront.
- Now to suppress all the profiles within the list or segment, click on “suppress current members” This will suppress all profiles included in that list or segment.
Now in case you want to undo this process
That is, for unsuppressing any segment or list, the process is the same. Just, instead of suppressing current members, go for unsuppressed current members.
What is Segment Suppression in Klaviyo?
In simple terms, it means excluding particular segments, lets say group of profiles from future email campaigns.
When you suppress any particular segment, the contacts within that segment will be unable to receive any type of email from you, even if they have shown their interest in your emails and have provided consent.
This will be applicable until you unsuppress that segment.
If you don’t want a particular segment or a group of people to be part of email campaigns, this feature can be helpful rather than deleting the segment permanently.
Please note that —when you delete any segment in Klaviyo, all the data, including their contact details, will be permanently erased, and you won’t be able to retain it.
If you want to know how you can delete a segment then you can read this article: deleting segment in Klaviyo.
What happens when you suppress a segment or list in klaviyo?
So what’s good about email suppress is
It does not delete the contact permanently; all their data will remain accessible for you.
However, they will be disqualified from being part of your future marketing campaigns.
More importantly, they will remain in supress or inactive state, that means you do not have to pay for these contacts to klaviyo for managing them, you’re only payable for active profiles —those who are receiving your emails.
Frequently Asked Questions
