Hey everyone, Maxim here. We just onboarded a fast-fashion client doing 3-4 drops a week and I'm honestly stuck on tweaking their Sunset Flow. Klaviyo's standard 90-120 day rule feels crazy for a brand sending this much volume, if someone ignores 40+ emails over three months, isn't that already killing our domain rep? I'm leaning toward aggressively shrinking the unengaged segment down to 45 or maybe 60 days before hitting them with the final break-up email, but I need a quick sanity check. Do any of you guys shorten the sunset timeframe for your high-frequency senders, or am I just overthinking the deliverability risk here?
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Ideal timeframe for a Sunset Flow for a high-frequency fast-fashion brand?
Best answer by ArpitBanjara
Hey
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
+37Hey
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
hello @ArpitBanjara
that makes perfect sense. Framing the segment around the number of ignored emails (15-20) rather than just counting the days is exactly the perspective I was missing. Removing website activity from the conditions is a great call too. Really appreciate the detailed breakdown, thanks for the help
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