AutoReactivate leverages over 1.6 billion email activity signals daily from our extensive publisher network. By cross-referencing your dormant contacts with our activity database, we deliver up-to-date records with the last open or click timestamps and flag known spam traps to protect deliverability.
Depending on what your goals are with using AutoReactivate, you’ve got options for how to suppress contacts to clean up your list. These methods can help improve your overall deliverability by removing profiles that aren’t contributing to your positive engagement metrics (opens, clicks, orders) and/or help you manage your monthly subscription costs.
When choosing which strategy to pursue, there are two goals to consider:
Re-engagement: This focuses on suppression after sending out incentivized email marketing flows or holiday/promotional campaigns with the goal of winning back unengaged contacts back with an open, click, or purchase.
Quickly identify profiles for suppression: This focuses on how to quickly identify profiles with zero or stale signals for removal without sending out any email marketing.
Prerequisites
To apply these strategies, you need to have already run AutoReactivate. You’ll know the AutoReactivate sync was a success when you see two segments in your Klaviyo account:
Retention Reactivate (1-60 days) - contacts who we have active open and click data for.
Retention Reactivate (Suppress) - emails that are likely spam traps.
If you haven’t run AutoReactivate yet, start with these steps! https://support.retention.com/en/articles/10065009-how-to-set-up-autoreactivate-for-klaviyo
GOAL: Email dormant contacts for re-engagement
If you've already used AutoReactivate to safely send email marketing flows or campaigns to dormant leads and are now ready to suppress contacts who haven’t engaged, we recommend building the following segment.*
*Keep in mind there may be other criteria that are relevant to your brand that you can add if they are not included here. For example, if you’re using Klaviyo SMS, consider adding a criterion for SMS clicks - remember, you know your brand best!
Build a new suppression segment to target dead emails:
Campaign senders should send at least 3 campaigns to the AutoReactivate segment. Flow senders will send at least 2 emails.
IMPORTANT: Don’t manually suppress the segment right away! You’ll need to wait 14 days after the final flow or campaign messages are sent before you suppress.
Create a segment to suppress using the following criteria:
Can receive email marketing AND
Has received at least 2 emails in the last X** days [where flow or campaign name equals respective names] AND
Zero opens in the last X** days AND
Zero clicks in the last X** days AND
Zero placed orders over all time AND
Reactivate status = active
Properties about someone > Created > at least 90 days ago*
***** if this was not included in your original segment definition - 90 days is a suggestion but use what makes the most sense for your brand
**X should be long enough to account for all three email sends.
Wait at least 14 days after the last campaign or flow email send before suppressing. These 14 days will give the recipients ample opportunity to engage with your email messages.
Manually suppress segment members once you’ve reviewed the segment.
Ongoing Maintenance:
The AutoReactivate segment(s) set up in your R! account re-run every 7 days. This will in turn automatically update your Klaviyo segments, adding newly qualified contacts each week.
You can manually suppress the suppression segment every 1-4 months as part of your routine list hygiene.
GOAL: Suppress contacts with any Reactivate signal that is 60+ days old
If you’re focused on who you can easily remove from your list, consider removing any contacts with no first party activity AND a Reactivate signal from more than 60 days ago.
If you're considering emailing this group, we generally advise against reaching out to contacts without recent first-party or Reactivate signals. However, if you have a strong use case, consult your R! Client Success Manager first.
Build a new suppression segment to target 60+ day Reactivate signal emails
These are our best practice criteria for building this segment, but note that you can customize this to be more in line with your sending volume, cadence, and buyer behavior.
Create a segment to suppress using the following criteria:
Can receive email marketing AND
Reactivate status = active AND
Reactivate last opened is at least 61 days ago OR
Reactivate last clicked is at least 61 days ago AND
Zero opens in the last X* days AND
Zero clicks in the last X* days AND
Zero placed orders over all time
** X should be your brand’s defined timeline for when a contact is unengaged. We recommend 120 days as a general rule.*
Manually suppress segment members once you’ve reviewed the segment.
Additional optional criteria to further refine the segment:
Properties about someone > Created > at least X days ago [to only target profiles added before a certain date]
Has received at least 3 emails in the last 90 days [to ensure profiles have been sent email marketing]
GOAL: Suppress contacts with no Reactivate signal
If you’re focused on who you can easily remove from your list, consider removing any contacts with no first party activity and no Reactivate signal. These are our best practice criteria for building this segment, but note that you can customize this to be more in line with your sending volume, cadence, and buyer behavior.
Build a new suppression segment to target zero signal emails:
Create a segment to suppress using the following criteria:
Can receive email marketing AND
Reactivate status = no signal AND
Zero opens in the last X* days AND
Zero clicks in the last X* days AND
Zero placed orders over all time
** X should be your brand’s defined timeline for when a contact is unengaged. We recommend 120 days as a general rule.*
Manually suppress segment members once you’ve reviewed the segment
Additional optional criteria to further refine the segment:
Properties about someone > Created > at least X days ago [to only target profiles added before a certain date]
Has received at least 3 emails > in the last 90 days [to ensure profiles have been sent email marketing]