List growth: from passive acceptance to active subscribers

Hello ​@LizzieLizzie ,

What works best here is not sending a direct "confirm subscription" email to everyone, but first using engagement to identify who is still interested, then confirming consent only from those people.

Set the flow to trigger when someone is on your list but hasn't opened or clicked in about 60-90 days. Send one simple value email first (offer, update, or helpful content). If they click, that's your signal they are interested... Then follow with a short confirmation email to refresh consent.

If they don't engage after 2–3 emails, it's safer to suppress them because keeping unengaged contacts usually Hurts deliverability more than removing them.  
In short! Re engage first, confirm second, and sunset the rest. That approach keeps your list clean, compliant, and performing better.

Hey ​@LizzieLizzie 

Agree with what Mansir2094 said, just to add here. If you want to move those passive profiles over to your active list, the best move is to stop thinking about it as a "compliance check" and start treating it like a "re-introduction."

Instead of hitting them with a boring "Do you still want our emails?" message right out of the gate, lead with a reason for them to care. Send something high-value:- like a "best-sellers" roundup or an exclusive discount, just to see who’s actually paying attention. You’re looking for a "signal" here. If they click, you’ve got their attention, and that’s the perfect moment to follow up with a quick note asking them to join your main list for the good stuff.

In Klaviyo, you can automate this by using the "Update Profile Property" step. When someone clicks that "yes" button in your second email, klaviyo can automatically tag them as a confirmed subscriber. It keeps things clean without you having to manually move people around.

The most important part, though, is knowing when to let go. If they don’t engage after a couple of emails, just sunset them. It’s a bit of a bummer to see the list size drop, but your deliverability will thank you for it in the long run. Better to have a small list of fans than a huge list of people who are just ghosting you.

I hope this helps and thank you for your question. If you are still stuck, feel free to schedule a call here - https://flowium.com/lp/klaviyo-agency/

Thanks

Arpit

Good question — this is where a lot of lists quietly lose value over time.

What’s worked well for me is treating this as a re-permission + re-activation flow, not just a confirmation step:

• start with a “still want to hear from us?” email (clear value + simple CTA)

• follow with a reminder + incentive (content, offer, or exclusive insight)

• final email = soft opt-out (“we’ll stop emailing unless you confirm”)

The key is to segment by engagement before sending — people who opened/clicked recently should get a lighter version, while cold segments need a stronger reason to re-subscribe.

Also worth watching deliverability here. If you keep sending to unengaged contacts, it can hurt performance across the whole list.

In a lot of cases (especially in lead gen for SaaS, fintech, or ecommerce), teams that handle this well combine clean segmentation + strict data hygiene + clear intent signals.

I’ve seen a similar approach from a team I know at Salesar — they put a lot of emphasis on deliverability, clean data, and making sure every contact in the system is actually worth engaging. Fewer contacts, but much higher quality conversations.

Curious — are you trying to re-engage a mostly cold list, or just clean up mixed consent segments?

This makes total sense — and it’s a really thoughtful thing to be thinking about 🙂

Since these people haven’t explicitly accepted marketing, this becomes less of a traditional re-engagement flow and more of a clean opt-in moment. You don’t want to treat them like a normal marketing audience yet. However, I do want to point out - if these people have been to your webstite - there is no need to require them to fully opt-in , and doing so will significantly decrease your list size and cause you to lose potential customers (this isn’t the worst thing, it is a business choice!)

I’d keep this really tight and intentional. Only include people who have engaged within the last ~6 months — anything beyond that can create deliverability risk pretty quickly.

From a setup perspective, I’d keep it simple — ideally a one-time campaign and a single email flow to people who:

• Are on your list
• Haven’t accepted marketing
• Have engaged at least once in the last 180 days

Then just ask clearly: “Do you still want to hear from us?” with a strong CTA to opt in.

If they click, move them into your normal marketing audience. If they don’t, it’s usually better to leave them alone over time.

If you feel strongly about explicit marketing consent for all profiles - definitely require double opt in to join any of your lists in the future!

You’re thinking about this the right way — it’s just more about being thoughtful with who you include than building out a heavy flow 💛