Revive Your Email Marketing: Mastering the Sunset Flow for Unengaged Subscribers


In the ever-evolving world of email marketing, maintaining a good sender reputation is crucial for ensuring the deliverability and engagement of your email campaigns. Continuously bombarding unengaged subscribers with emails not only diminishes the impact of your message but also raises red flags for email providers.

To prevent your emails from being relegated to the dreaded spam folder, it’s essential to implement strategies that effectively re-engage inactive subscribers. One such strategy is the implementation of a sunset email flow. In this article, we’ll explore the significance of a sunset flow and provide you with actionable insights to create an engaging and effective email sequence.

The Unengaged Subscriber Conundrum

Unlike a winback flow, which primarily targets previous customers, a sunset flow is designed for unengaged subscribers—those individuals who signed up for your messages but haven’t interacted with them for a specific duration.

This flow presents an opportunity to offer these subscribers a last chance to remain on your email list. Moreover, implementing a sunset segment and flow facilitates the process of cleaning your list by identifying contacts who are no longer actively engaged with your brand.

Determining Inactivity Thresholds

Defining what constitutes an “inactive” subscriber for your business is crucial for setting up an effective sunset email flow. The criteria for inactivity may vary depending on your email sending schedule.

For instance, if you send daily emails, a three-month period of inactivity could serve as a reasonable indicator of disengagement. On the other hand, if you send monthly emails, extending the inactivity threshold to six months may be more appropriate. Understanding the frequency and cadence of your email campaigns is vital to gauging subscriber activity accurately.

Identifying Unengaged Subscribers in Klaviyo

  • Create a segment in Klaviyo with following definition:
  • This is for 6 month unengaged. You can modify the frequency target.
  • You can also add more conditions like started checkout/placed order 0 times or at least once over all time.

Crafting an Engaging Sunset Flow

Steps to create sunset flow in klaviyo:

  • Go to Flows tab in klaviyo.
  • Click on create flow on top right corner.
  • Search for sunset flow or create from scratch.
  • Modify trigger and add conditional splits as per your requirement.

Now that we have established the importance of a sunset flow, let’s delve into the key components of creating a captivating and effective email sequence:

1. Subject Line: Grab their attention!

  • Create a subject line that piques curiosity or offers a compelling reason to open the email.
  • Personalization and urgency can play a significant role in driving open rates.

2. Email Content: Reignite the spark!

  • Use engaging copy, striking visuals, and personalized content to remind subscribers of the value you bring.
  • Highlight new features, product updates, or exclusive content to generate renewed interest.
  • Incorporate storytelling techniques to create an emotional connection with your audience.

3. Call to Action: Encourage re-engagement!

  • Include a clear and prominent call-to-action (CTA) that encourages subscribers to take action.
  • Offer incentives such as discounts, free trials, or exclusive content to entice them back.
  • Utilize urgency and scarcity to create a sense of FOMO (fear of missing out).

4. Opt-Out Option: Respect their choice!

  • Include an easily accessible unsubscribe/manage preferences link to give subscribers control over their email preferences.
  • Respect their decision if they choose to opt out and provide a seamless unsubscribe experience.

5. Follow-up: Persistence pays off!

  • Implement a series of follow-up emails at predetermined intervals to reiterate the opportunity and benefits of remaining on your list.
  • Tailor the messaging and approach based on the subscriber’s interaction or non-interaction with previous emails.

Klaviyo setup to suppress unengaged profile

  • Edit the sunset flow that you have created.
  • Go to list & segments > Unengaged segment.
  • Click the Manage Segment dropdown > Export segment to CSV
  • Navigate to the Profiles tab.
  • In the upper right-hand corner, click Suppressed Profiles.
  • Click Upload File to upload this CSV file.
  • Voila! Now, you are maintaining a clean list.

Some Example Emails


Now that you know how to implement a well-designed sunset email flow, don’t let unengaged subscribers slip away. Embrace this opportunity to rekindle their interest and make a lasting impact. Remember, a well-crafted sunset flow can be the difference between landing in the spam folder or capturing your audience’s attention once again.