Hello @realhans,

Welcome to the Community!

Deciding who you want to target for your campaigns is highly dependent on your marketing decision and business goals. I would advise though on targeting your engaged contact as suggested in the Understanding Deliverability Best Practices Help Center article as that is best practice. 

Also keep in mind that Active Profiles are a culmination of both contacts who have opted-in and subscribed to your list and those who have been recognized and added to your Klaviyo account through general engagement. This means that a large number of these contacts may not have shared explicit consent to be emailed. For this reason we typically recommend isolating only highly engaged contacts who are interested in your brand to target. You can find some best practices and some segmentation examples from both the How to Create an Engaged Segment and How to Create an Unengaged Segment articles.

If your account is new, I may also suggest taking our eNEW] Creating an Effective Acquisition Strategy Using Signup Forms Academy course on building effective signup forms. This course can give you some great advise on how to entice subscribers to build out a more engaged audience.

For more hands-on assistance and account specific marketing strategies and suggestions, I would also suggest finding and reaching out to our extensive network of Klaviyo Partners such as @retention, @Mailbox Manny, and @Omar to name a few.

Thanks for being a part of the Klaviyo Community!

David