I am interested in your thoughts on list cleaning and the definition of Engagement.
There are many different business types using Klaviyo; daily deal sites, multi department eCommerce, fast fashion eCommerce all of which would expect an Engaged customer to open much more regularly than those with longer interval between re purchase eg Kitchen cupboards, Car Showrooms, etc.
We are in the online eyewear niche (mid to high end) and as majority of customers will have an eye test every 24 months and usually same for repurchase interval ( though our job is to increase frequency and indeed those who purchase online do so more frequently) we don’t expect them to open every email if they have just splashed out 300 usd on glasses that they expect to be all they need for 15-18 months. Therefore in such cases lack of open should not necessarily = unengaged, just uninterested..? Therefore suppressing all profiles without an open in 90 days may mean losing valuable profiles that would start to open emails again once they are in correct phase of buying cycle?
I would appreciate your thoughts.