Klaviyo list cleaning - how to do it (with or without AI)

How to clean your Klaviyo list

List cleaning means finding chronically unengaged subscribers and either re-permissioning or suppressing them before they hurt deliverability.

1. 1.

   Define 'unengaged' by window - No open/click in 90-180 days is the standard threshold, adjust for send frequency

2. 2.

   Segment by decay stage - Split into 60-90, 90-180, 180+ days to prioritize who to re-engage first

3. 3.

   Cross-check purchase history - Pull Shopify data so recent buyers aren't suppressed just for low email engagement

4. 4.

   Draft a re-permission campaign - Send a last-chance email before suppressing, this often recovers 5-15% of the list

5. 5.

   Suppress or sunset the rest - Move true dead weight to a suppressed list to protect sender reputation

6. 6.

   Track deliverability metrics after - Watch inbox placement and open rates improve once dead addresses are removed

Takeaway: Run this check monthly, not once a year, since decay compounds and hurts every campaign's deliverability.