How to Clean Your Email List Like a Pro in Klaviyo (and Why It Matters for Handmade Sellers!)
As a handmade seller, your email list is one of your most valuable assets. It’s like your little black book of customers who’ve shown interest in your beautiful creations and want to hear from you. But what happens when that list starts getting a bit… dusty? 😬 If your open rates are dropping and engagement is low, it might be time for a good old-fashioned email list cleaning. Trust me, it’s not as scary as it sounds, I promise.
Why Does Cleaning Your Email List Matter?
First things first: why should you care about cleaning your email list? Well, there are several reasons why keeping your list fresh is crucial for your business:
Better Engagement Rates: An engaged list is a happy list! Removing unengaged subscribers will naturally boost your open rates, click-through rates, and overall engagement.
Cost Efficiency: Most email marketing platforms, including Klaviyo, charge based on the number of subscribers. By removing inactive subscribers, you’re not wasting money on people who aren’t interested in your content anymore.
Improved Deliverability: A clean list reduces the chances of your emails being marked as spam. This means your carefully crafted emails are more likely to land in your subscribers' inboxes rather than getting lost in the dreaded spam folder.
Better Customer Insights: Keeping only active subscribers allows you to better understand your audience and tailor your content to what they actually want.
My Experience with List Cleaning: Don’t Be Afraid to Hit ‘Delete’!
I used to be terrified of deleting subscribers. "But what if they might come back?" I thought. However, over time, I realized that an inactive subscriber is as good as no subscriber. You’re paying to send emails to people who aren’t even opening them. And guess what? After I started cleaning my list regularly, my open rates soared, my engagement improved, and my email marketing costs went down. Win-win-win.
What You Need to Know About List Cleaning in Klaviyo
If you’re using Klaviyo (which I highly recommend for handmade sellers), list cleaning is easier than you think! Here's how to do it:
Segment Your List by Engagement Levels: Start by creating segments for engaged and unengaged subscribers. Klaviyo allows you to create segments like "Engaged 30 Days," "Engaged 90 Days," "Unengaged 180 Days," etc. This way, you can see who’s been opening your emails and who’s been ghosting you.
Identify Inactive Subscribers: Set up a segment for "Unengaged 90 Days" (or whatever timeline works for your business—more on that below). This segment could include anyone who hasn’t opened an email, clicked a link, or made a purchase in the last 90 days.
Send a Re-Engagement Campaign: Before deleting inactive subscribers, send them a friendly “We Miss You!” email. Let them know you value them and offer an incentive to stay (like a discount or free shipping). If they still don’t engage, it’s time to say goodbye.
Delete or Suppress Inactive Subscribers: After giving them a chance to re-engage, you can either delete inactive subscribers or suppress them. Suppression keeps them in your account without counting towards your subscriber limit, which is useful if you think they might return.
Repeat Regularly: Make list cleaning a regular habit. I suggest doing it quarterly or bi-annually, depending on the size and engagement of your list.
Don’t be afraid to say goodbye to inactive subscribers! A smaller, engaged list is far more valuable than a big, unengaged one.
How Often Should You Clean Your List? It Depends on Your Customer Lifecycle!
The frequency of your list cleaning should depend on your business and product type. Here’s a quick guide:
For Consumable or Repeat Purchase Items (e.g., face wash, candles): If customers buy your products regularly, consider cleaning your list more often. For example, you can remove subscribers who haven’t engaged in 90 days.
For Higher-End or Infrequent Purchase Items (e.g., expensive jewelry, custom furniture): If you sell higher-priced items bought once or twice a year, you might want to clean your list less frequently. Deleting subscribers who haven’t engaged in over two years may be more suitable.
For Seasonal or Gift Items (e.g., holiday decorations, personalized gifts): Consider cleaning after each major sales season but keep in mind that these customers may only buy once a year.
Step-by-Step: How to Clean Your Email List in Klaviyo
Go to Lists & Segments: Navigate to the Lists & Segments tab in Klaviyo.
Create a New Segment: Click “Create List / Segment” and choose “Segment.”
Set Conditions for Engagement: Use conditions like “Has not opened email in the last 90 days” or “Has not clicked in the last 180 days” to identify inactive subscribers.
Review the Segment: Check how many people fall into this category and decide if it’s worth sending a re-engagement campaign first.
Send Re-Engagement Campaign or Suppress: Try to win them back or choose to suppress or delete them if they don’t respond.
Keep Your List Sparkling Clean! ✨
Cleaning your email list may sound intimidating, but it’s an essential part of maintaining a healthy, cost-effective, and engaged list. Don’t be afraid to let go of those who aren’t interested—it’s better for your business and your bottom line.
Question for You:
How often do you clean your email list, and what strategy works best for your handmade business? Share your tips and experiences in the comments below.
Keeping your email list clean is just one of the many ways to ensure your handmade business thrives. With regular list cleaning and a strategic approach to email marketing, you’ll be well on your way to more sales and happier customers! 🌿 With your email list sparkling clean, take your marketing to the next level with AI magic. Discover how we use AI for emails, product descriptions, and marketing to transform our strategies and boost engagement!
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