Klaviyo Re-Engagement Campaigns: The Best Way to Reactivate Inactive Subscribers
- Dispatch Strategy Team
- Mar 31
- 3 min read
Re-engaging inactive subscribers is a critical strategy for maintaining a healthy email list and maximizing revenue from your Klaviyo campaigns. Dormant subscribers can negatively impact deliverability rates, but with the right approach, they can be brought back into the fold and turned into loyal customers once again.
How to Reactivate Dormant Subscribers in Klaviyo
The best way to re-engage inactive subscribers in Klaviyo is through targeted re-engagement campaigns. These campaigns are designed to win back interest by offering personalized content, incentives, or updates tailored to subscriber preferences. By leveraging Klaviyo’s segmentation tools and dynamic email capabilities, you can craft compelling messages that encourage dormant subscribers to reconnect with your brand.
Step-by-Step Guide to Setting Up Klaviyo Re-Engagement Campaigns
1. Segment Your Inactive Subscribers
Start by creating specific segments for unengaged subscribers. Divide them into groups such as:
Unengaged purchasers: Those who have bought before but haven’t interacted recently.
Unengaged non-purchasers: Subscribers who signed up but never made a purchase.
To create these segments in Klaviyo:
Navigate to Lists & Segments.
Click Create List or Segment.
Use filters like "Last Open Date" or "Last Purchase Date" to define inactivity thresholds.
2. Personalize Your Campaign Content
Personalization is key to grabbing attention. Use Klaviyo’s dynamic content blocks and personalization tags to tailor emails:
Include the subscriber’s name using {{ first_name }}.
Highlight products based on past purchases or browsing behavior.
Add a friendly sender name like “Sarah from [Your Brand]” for a personal touch.
3. Offer Incentives
Dormant subscribers often need extra motivation to re-engage. Test different incentives such as:
Discounts (e.g., “Here’s 20% off just for you!”).
Free shipping.
Exclusive early access to new products.
Make sure your offer aligns with your brand’s buying cycle and doesn’t erode profit margins unnecessarily.
4. Optimize Timing and Frequency
Timing is crucial for re-engagement campaigns. For example:
Send emails 3–6 months after inactivity for brands with shorter buying cycles.
For longer cycles, wait 6–12 months before initiating the campaign.
Use A/B testing in Klaviyo to determine optimal send times and frequency.
5. Include Clear CTAs
Guide subscribers back to your website with prominent call-to-action buttons like:
“Shop Now.”
“Claim Your Discount.”
Ensure these CTAs are visually distinct and easy to click.
6. Suppress Unresponsive Profiles
After running your campaign, suppress profiles that remain inactive. This step protects your sender reputation and ensures you’re not wasting resources on uninterested contacts.
To suppress profiles in Klaviyo:
Go to Lists & Segments.
Select the segment of unresponsive subscribers.
Add them to a suppression list.
Best Practices for Klaviyo Re-Engagement Campaigns
1. Test Different Strategies
Experiment with subject lines, email formats (text-only vs. HTML), and incentive types using Klaviyo’s A/B testing feature.
2. Maintain List Hygiene
Regularly clean your email list by removing invalid addresses and suppressing unengaged profiles after re-engagement efforts fail.
For more tips on maintaining list hygiene, check out Dispatch’s guide on Klaviyo List Hygiene Best Practices.
3. Balance Promotional Content
Avoid overwhelming subscribers with sales-heavy emails. Mix in educational content, product tips, or industry updates to keep them engaged without feeling pressured.
4. Monitor Engagement Metrics
Track key metrics such as open rates, click-through rates, and unsubscribe rates using Klaviyo’s analytics dashboard:
Go to Analytics > Engagement Metrics.
Look for trends that indicate success or areas for improvement.
Conclusion
Reactivating dormant subscribers is an essential component of effective email marketing in Klaviyo. By leveraging segmentation, personalization, and strategic incentives, you can breathe new life into inactive profiles while maintaining strong deliverability rates.
If your email program isn’t delivering results or you’re unsure how to optimize re-engagement campaigns, let’s talk.
At Dispatch, we specialize in helping brands maximize revenue through tailored email & SMS strategies.
Connect with Dispatch today for expert guidance on optimizing your Klaviyo campaigns!
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