What Is a Sunset Flow in Klaviyo? Complete Guide 2024

Are you struggling with inactive subscribers hurting your email deliverability? A sunset flow in Klaviyo can help you clean your list and maintain a stellar sender reputation.

In this complete guide, we'll break down what a sunset flow is, how it works, and the best practices for setting one up in Klaviyo. Plus, discover how AI agents like Bardeen can automate the process and save you time. Get ready to master the art of sunsetting and keep your email marketing game strong!

How Sunset Flows Help Improve Email Deliverability and Re-Engage Inactive Subscribers

Sunset flows are an effective way to clean your email list by identifying inactive subscribers and either winning them back or removing them. This helps maintain a high-quality list for better deliverability and sender reputation.

A sunset flow works by targeting subscribers who haven't engaged with your emails in a set period, like 90-180 days. It sends a series of re-engagement emails to reignite their interest, and if they still don't respond, safely removes them from your list.

1. Identify Unengaged Subscribers

The first step is setting criteria to define an inactive subscriber, such as no opens, clicks, or website activity in the last 180 days. This segment will trigger your sunset flow.

For example, an outdoor gear brand could target subscribers who haven't opened an email or made a purchase in 6 months, excluding those who recently signed up.

2. Maintain List Hygiene for Optimal Deliverability

Regularly cleaning your list of inactive contacts has a big impact on email deliverability. Continually sending to unengaged subscribers tanks your open rates, which mailbox providers use to judge your sender reputation.

Sunsetting helps you prune your list to include only active, interested subscribers. A clean list means better inbox placement and email performance.

3. Make a Last-Ditch Effort to Re-Engage

Before removing anyone, sunset flows give you a chance to rekindle their interest with targeted re-engagement emails. The key is sending highly relevant, valuable content that grabs their attention.

Try featuring your best products, offering a special "come back" discount, or reminding them of your unique value. Craft compelling subject lines that stand out. Give clear options to keep hearing from you or opt out.

4. Safely Remove Inactive Contacts

For any subscribers who don't respond to your sunset flow, it's best to suppress or remove them from your list. This keeps your list lean and protects your sender reputation.

Most email platforms like Klaviyo allow you to automatically update profiles that exit your flow as unengaged. You can exclude them from future campaigns or delete them entirely.

Sunset flows are a powerful tool to optimize your list for maximum results. By re-engaging inactive subscribers and cleaning hard bounces, you'll see higher open rates, click-through rates, and deliverability.

Next, we'll dive into the specifics of setting up a sunset flow in Klaviyo to automate this process and get better results from your email marketing.

How to Set Up an Automated Sunset Flow in Klaviyo to Re-Engage or Remove Inactive Subscribers

Setting up a sunset flow in Klaviyo is key to maintaining a clean, engaged email list. This automated sequence targets inactive subscribers with a series of re-engagement emails before ultimately removing them if they don't respond. Let's walk through the steps to create your own sunset flow.

1. Create a Segment for Inactive Subscribers

The first step is defining what qualifies someone as "inactive" based on lack of engagement over a certain time period, usually 90-180 days. In Klaviyo, create a segment for contacts with no opens, clicks, or site activity in that timeframe.

For example, an ecommerce store could target subscribers with no opens, clicks, checkouts, or purchases in the last 120 days. This will be the trigger for your sunset flow.

2. Choose a Sunset Flow from the Template Library

Klaviyo offers pre-built sunset flow templates to make setup easy. From the Flows tab, click "Create Flow" and search for "sunset" to find their standard template.

Select the "Sunset Unengaged Subscribers" option and choose your inactive segment as the trigger. Then click "Create Flow" and customize the email content to match your brand.

3. Craft Engaging Re-Engagement Emails

A sunset flow typically includes 2-3 emails spaced a few days apart. The goal is grabbing inactive subscribers' attention and enticing them to re-engage before removing them.

Use engaging subject lines that create urgency, like "We Miss You!" or "Is It Time to Say Goodbye?" In the email copy, remind them of your value, showcase new products, or extend a special "come back" discount. Include prominent options to update their preferences or unsubscribe if they're no longer interested.

4. Set the Timing and Cadence

Consider your audience and buying cycle when deciding the schedule for your sunset flow. A typical approach is sending the first email 1 day after someone enters the inactive segment, a second email 3 days later, and a final "goodbye" message about 5 days after that.

Space the emails out enough to give subscribers a chance to respond, but not so much that you lose momentum. You can also add time delays between emails and exit conditions if someone engages.

With a clear inactive segment, compelling re-engagement emails, and strategic timing, your Klaviyo sunset flow will be an automated way to keep your list clean and full of your most interested subscribers. For more ideas on managing your email list, check out AI email management tools to keep your campaigns organized.

Learning how to manage your email campaigns effectively can save time and reduce clutter. Use AI email management tools to keep your campaigns organized and ensure timely communication.

Whew, you're really becoming a sunset flow pro! Take a quick stretch break - you've earned it for making it this far. In the next section, we'll cover some advanced tips for getting the most out of your sunset flow. Don't worry, no yoga experience required!

Conclusions

Understanding how a sunset flow works in Klaviyo is crucial for maintaining a clean, engaged email list and optimizing deliverability. Let's recap the key points from this guide:

• How sunset flows identify inactive subscribers, attempt to re-engage them, and ultimately remove non-responders to keep your list healthy and sender reputation strong
• Setting up a sunset flow in Klaviyo, including defining your inactive segment, crafting compelling re-engagement emails, and configuring the timing and cadence of the sequence

By mastering the art of the sunset flow, you'll be able to continuously prune your list of unengaged contacts and focus your efforts on your most valuable subscribers. Don't let a bloated list of inactive profiles drag down your email marketing success - put your prospect list building expertise into action today!