Skip to main content
Solved

Never Subscribed Profiles

  • July 7, 2025
  • 4 replies
  • 130 views
J
Contributor I
Forum|alt.badge.img+3

We have a large number of “Never Subscribed” profiles in our account, meaning they likely provided their email by creating an account on our website or making a purchase without opting in to email marketing. I am trying to lower our number of active profiles for budgeting purposes. Is there any harm to suppressing these profiles? 

Currently I am considering suppressing profiles who are “Never Subscribed” and have not been active on the site or placed any orders in the last 180 days. I just wanted to see if there were any reasons why this would be a poor idea or if there are other things I should consider. 

Thanks!

Best answer by Danielwinner001

i! Great question suppressing “Never Subscribed” profiles who haven’t engaged in the last 180 days is actually a smart move, especially if you're trying to reduce your active profile count and improve your deliverability. These profiles aren’t contributing to engagement metrics, and keeping them can inflate your costs and hurt email performance.

Just make sure:

  • You exclude recent purchasers even if they didn’t subscribe they could be nurtured through transactional or value-based emails.

  • Consider creating a re-engagement flow before suppressing, just to give them one last chance.

If you’d like help optimizing your Klaviyo account, setting up flows, or segmentation strategies feel free to reach out!

📩 Fiverr: https://www.fiverr.com/s/WEX3yr5
📧 Email: danielwinner422@gmail.com
📱 WhatsApp: +2348103884868

Happy to help anytime.

    4 replies

    D
    Contributor I
    Forum|alt.badge.img+1

    i! Great question suppressing “Never Subscribed” profiles who haven’t engaged in the last 180 days is actually a smart move, especially if you're trying to reduce your active profile count and improve your deliverability. These profiles aren’t contributing to engagement metrics, and keeping them can inflate your costs and hurt email performance.

    Just make sure:

    • You exclude recent purchasers even if they didn’t subscribe they could be nurtured through transactional or value-based emails.

    • Consider creating a re-engagement flow before suppressing, just to give them one last chance.

    If you’d like help optimizing your Klaviyo account, setting up flows, or segmentation strategies feel free to reach out!

    📩 Fiverr: https://www.fiverr.com/s/WEX3yr5
    📧 Email: danielwinner422@gmail.com
    📱 WhatsApp: +2348103884868

    Happy to help anytime.

    Byrne C
    Community Manager
    Forum|alt.badge.img+28
    • Byrne C
    • Community Manager
    • July 9, 2025

    Hi ​@jen.paul,

    I agree with the above suggestion, but also wanted to offer one piece of advice. If you’re looking to suppress Never Subscribed profiles that haven’t interacted with you in the last 180 days, you’ll also want to add this condition to your segment:

    “AND

    Properties about someone > Created is at least 180 days ago.”

    Doing this makes sure that everybody in your segment is 180 days old. You generally wouldn’t want to suppress a very new profile that just hasn’t had the chance to interact with you yet!

      M
      Active Contributor I
      Forum|alt.badge.img+3
      • MMacca
      • Active Contributor I
      • March 3, 2026

      Hi there

      Could I ask a follow-up question on this thread please?

      We made the decision to start regularly suppressing “Never Subscribed”. We give them about 2 weeks to go through Abandoned Flows and others, even if they have purchased. It also allows for Purchasers to go through any Transactional Flows such as Returns or Exchanges, etc.

      The main reason is that we technically can’t email them again as they have not explicitly “Subscribed” - so something like Value-based or Re-engagement Flows shouldn’t send to these people as they’ve Never Subscribed. I did check this a couple of times via support and this was confirmed.

      So would there be any reason to hold onto them beyond the 2 weeks? That outweigh inflated Active Profile numbers and push Plan Billing up significantly?

      TIA!

      K
      Contributor I
      Forum|alt.badge.img+3
      • kerrib
      • Contributor I
      • March 5, 2026

      ​@Danielwinner001 

      You mention a reengagement flow however wouldn’t that be breaking some rules given they never subscribed?

      Search saves time. Contributing compounds value.

      The ROI of your reply? One helpful answer can support dozens of teams, build your credibility, sharpen your own expertise over time, foster connectivity, and create good karma – because what goes around comes around. The community is what YOU make it.
      Terms & ConditionsAccessibility statement

      Links & Resources

      Platforms

      Partners

      Useful Things

      About

      • Terms and Privacy |
        © 2024 Klaviyo All rights reserved. Klaviyo and the Klaviyo logo are trademarks or registered trademarks of Klaviyo, Inc. or its affiliates.