Rivalry2

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Original 2026-01-01

Modified 2026-03-10

1 <p>An<strong>unengaged segment</strong>is a group of<a>subscribers</a>on your<a>email list</a>who haven’t interacted with your emails in a certain period of time. Your definition of unengaged will depend on your sales cycle, but generally, you can consider a subscriber dormant after 3-6 months of inactivity.</p>

2 <p>If you persist in sending emails to subscribers who aren’t engaging with them, inbox providers may start flagging your messages as<a>spam</a>. As a result, your sender reputation and<a>email deliverability</a>may take a hit, resulting in:</p>

3 <ul><li>Low<a>open rates</a></li>

4 <li>Low click rates</li>

5 <li>High<a>bounce rates</a></li>

6 </ul><h2>How to create and manage your unengaged segment</h2>

7 <p>Here’s what you should be doing to manage an unengaged segment:</p>

8 <h3>1. Identify your unengaged subscribers</h3>

9 <p>As previously mentioned, your definition of “unengaged subscribers” is going to depend on your sales cycle. For example, a brand that sells mattresses is going to allow for a lot more time between purchases than a beauty brand would.</p>

10 <p>But here’s where you can start identifying your unengaged segments:</p>

11 <ul><li><strong>Inactive subscribers:</strong>These subscribers haven’t opened or clicked any of your emails within your identified time frame.</li>

12 <li><strong>One-off engagers:</strong>These subscribers engaged with your emails once and haven’t engaged with any of your messages since.</li>

13 <li><strong>Non-buyers:</strong>These subscribers have been on your list for a long time but haven’t purchased.</li>

14 </ul><h3>2. Re-engage your audience</h3>

15 <p>After you’ve identified your unengaged segments, try to win back their attention before deleting their profiles. Create a<a>re-engagement campaign</a>that targets these segments with one of the following strategies:</p>

16 <ul><li><strong>Win-back emails:</strong>The purpose of a win-back email is to either re-engage unengaged subscribers or offer them a chance to unsubscribe. Standard win-back emails are friendly reminder emails, we-miss-you emails, last-chance emails, and goodbye emails.</li>

17 <li><strong>Customer appreciation emails:</strong>Use these emails to reconnect with inactive customers by expressing gratitude and reminding them of your brand. Common examples include thank-you emails, holiday greetings, and birthday wishes.</li>

18 </ul><h3>3. Exclude never-engaged contacts from certain sends</h3>

19 <p>To<a>keep your lists clean</a>and email deliverability high, you’ll want to exclude subscribers who have never engaged with your brand. This is especially important for high-priority campaigns like<a>Black Friday Cyber Monday</a>or new product announcements when you want your emails to reach as many inboxes as possible.</p>

20 <p>After you’ve created your unengaged segments, your marketing automation platform should make it easy to suppress them from certain emails.</p>

21 <h3>4. Delete your unengaged profiles</h3>

22 <p>If you haven’t been able to win back your unengaged subscribers after a certain number of emails, it’s time to delete them from your database. While it may seem like bad news, regular list cleaning is actually a best practice that improves engagement with people who want to hear from you-so you can feel good about saying goodbye.</p>

23 <p>With Klaviyo, you can re-engage, suppress, or delete your unengaged subscribers with easy<a>segmentation</a>and list management.</p>

24 <p>If you’re ready to successfully manage your email list,<a>sign up for Klaviyo</a>and reconnect with your audience.</p>