Klaviyo & Email
List Hygiene (Email)
Quick definition
The ongoing process of removing inactive, bounced, and spam-trap email addresses to protect sender reputation.
What it actually means
A clean Klaviyo list outperforms a large dirty one — every time. Inactive subscribers (no opens in 90-180 days) drag down engagement metrics, which inbox providers use to determine inbox placement. Best practice: build a sunset flow that re-engages unengaged subscribers with a 2-3 email sequence, then suppresses non-responders. Run quarterly list cleans on accounts over 50k subscribers. Maintaining 25-35% engaged rate (opens in last 30 days) is the deliverability sweet spot.
Related terms
Email Deliverability
The probability that your email reaches the inbox instead of spam or the promotions tab. Driven by sender reputation, authentication, and engagement.
Segmentation (Email)
Splitting your email list into groups based on behavior, profile, or purchase data so each group receives relevant messaging.