Hi @Toottoothonk 

Whether you should be sending to ‘never subscribed’ is based on what you think is right for your business/customers and, most importantly, the email regulations for the recipient’s country of origin. Klaviyo advises you only send to opt-ins but doesn’t enforce that so you could send to ‘never subscribed, but only with care!

For example, UK GDPR requires that a contact explicitly opts-in to receive marketing emails (and you have an unsubscribe in the emais, which Klaviyo does enforce). However, there is interpreted wriggle room. Say a customer buys a product but doesn’t opt in. You then launch an improved version of that product. One could argue that it is in the customer’s “legitimate interest” to be informed. Another example is abandoned checkout. Even if a contact has not subscribed, those emails are “transactional” in nature as they’re are assisting them towards making a purchase they have expressed an interest in making. Others on here may disagree with that last example!

That all said, other marketing campaigns and flows should respect their opt-in status. That is easily achieve by adding the segment condition below as an AND statement so only email opt-ins are included.

Hope that helps

Andy 

I 2nd @bluesnapper for regulation aspect. But if you are asking either you should target them using campaigns and flows or not. I would have the following strategy:

• Send campaigns to your audience and monitor their engagement with your emails.
• Ask if they want to receive emails from your brand (using profile property links).
• Create a split flow for specific profiles to analyze their performance
  ~Ali

Just note, check with all the ways you capture email addresses and make sure they are being added to Klaviyo as “Subscribed.”  Sometimes, third party systems or custom implementations only “Add Profile” but does not “Subscribe Profiles.” 

Additionally, If you have ever imported email addresses, make sure they are properly imported - Subscribed if the customers expect to be marketed to.  For example, if you run a third party giveaway email, and the terms and services and the expectation that they are going to be marketed to, then you can import them as “Subscribed.”  

As @bluesnapper mentioned already, Klaviyo never sends emails to anyone that is marked as “Unsubscribed” - but they leave you the choice of determining where you define the subscribers’ status - hence why you can still send emails to “never subscribed.”  For most merchants, a users’ subscription status should be synced/stored in Klaviyo - but there are some scenarios where their status is maintained on a different platform (e.g. Ecommerce Website, in an ERP, or a customer database).  

And I agree with @ali786  - you can monitor to see if sending to Subscribed vs Never Subscribed makes a difference in performance.