Significant drop on recipients

Hey ​@Nicolagfarrell 

There might be some changes that happened on your account, because that kind of overnight drop is definitely alarming, especially when it’s 50% or more. I’ve seen this happen before, and in most cases it comes down to a change in audience qualification rather than a true loss of contacts. 

Can you please check this in your account?

Go to your suppression list and check:

• Did hard bounces spike?

• Was a large list manually suppressed?

• Did a recent campaign have high spam complaints?

If Klaviyo auto-suppresses a large group due to deliverability risk, that will immediately shrink recipient counts.

If this is within a flow, check:

• Is Smart Sending turned on?

• Did the flow trigger filter change?

• Did someone add a filter like “Placed Order zero times since starting this flow”?

Smart Sending alone can reduce recipients if you’ve increased campaign frequency.

I would also suggest investigating this by duplicating the affected segment and slowly removing filters one at a time. That usually reveals the exact condition causing the drop.

I hope this helps and thank you for sharing your question here in the community. If you’re still stuck, feel free to schedule a call with us. Cheers.
Arpit