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Emails that end up in the customer's spam box. Of course, no entrepreneur wants this. That's why it's important to only address customers who are actually interested in your emails. Read more about the Sunset Flow below.
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Continuously sending emails to subscribers who never open the emails or click on links can be bad for your sender reputation. This can signal to email providers (Gmail, Hotmail, etc.) that you are not a trustworthy sender. Eventually, these providers will place your emails in the spam folder. To prevent this, you should clean up your lists regularly. Before you completely give up these contacts, try to engage them again using a Sunset Flow and then offer them one last chance to remain a subscriber.
A sunset flow is meant to phase out customers who are no longer involved with your brand. You can use this flow as a last attempt to regain their interest and then remove or remove anyone who doesn't respond suppresses (=suppress). This will help you maintain a “clean” list and avoid shipping to uninvolved subscribers and potentially impair your deliverability.
The value of a Sunset Flow lies in maintaining a high level of deliverability, which is crucial for any company that sends emails. As soon as emails end up in the recipient's spam folder, you're too late. In addition, Klaviyo is the most effective email marketing tool when it comes to segmentation. When the email list stays up to date and is cleaned regularly, this results in a better possibility of segmentation and you can get more value from your list and gives you better insights.
In addition, it is of course a very last chance to interact with a (potential) customer. It offers you the opportunity to convince him/her to buy one of your products.
Of course, customers must be filtered before they enter this flow. You do this by creating engaged segments. This allows you to filter out customers who are unlikely to comment (anymore) on your content. We recommend suppressing subscribers who have shown no sign of interest for 90 days, i.e. opening or clicking in the email. Did customers sign up 90 days ago and have never shown any sign of interest since? Then we recommend that you immediately remove these subscribers from your list without sending an email. Sending these subscribers an email anyway can have a negative effect on your sender reputation. You can set this up by creating a conditional split in the Sunset Flow. Do you need help with this? At Polaris Growth, we'd love to help you out. Contact us using the form below.
Setting up a Sunset Flow is an excellent way to maintain your sender reputation. In addition, in combination with a Winback Flow, it is a way to win back, re-engage or supersede customers and thus clean up the list. The flow can be set based on filters and segmentation. Would you like help or advice with this? The Klaviyo experts at Polaris Growth are here for you.
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