Hey @valkovdigital
The 90-day window is built for brands sending once or twice a week. It looks like you are mailing almost daily, someone who's ignored you for 30–45 days has already skipped 30–45 emails. That's not slightly cold. That's done. 😂
Build the segment around email count, not just days: received at least 15–20 emails, zero opens or clicks in the last 30–45 days, subscribed at least 45 days ago. That last condition matters because without it you'll pull in people who signed up last week and haven't had a real chance yet.
Skip website activity as a condition entirely. Browsing behavior doesn't move the needle with inbox providers, only email engagement does. Someone who visits your site daily but never touches your emails is still a deliverability risk.
Also are you treating purchasers and non-purchasers the same here? People who bought twice and went quiet deserve more runway than someone who subscribed and never converted. Splitting those in your segment logic is usually the next thing worth tightening.
A short winback at 20-25 days of no engagement, two emails with a small offer, tends to pull back 5-10% of contacts that would otherwise get suppressed. Happy to share how we structure that for fast-fashion clients at Flowium if useful.
Let me know if you have any follow up questions. I hope this helps and thank you for sharing your question here in the community. If you are still stuck, feel free to schedule a call with us - https://flowium.com/lp/klaviyo-agency/
Cheers,
Arpit
