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 beats a large dirty one. Inactive subscribers, no opens in 90 to 180 days, drag down engagement metrics, which inbox providers use to decide inbox placement. Best practice: build a sunset flow that re-engages unengaged subscribers, then suppress non-responders. Run periodic list cleans as the list grows. A healthy engaged rate 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.