With my clients I am usually doing an Account CleanUp when I start with them. Here we look at certain segments like:
- Who is unengaged (for those we create a sunset flow)
- Who is unengaged > 365d and received at least 15mails in that year => We suppress them right away as they usually received way more than those 15 mails
- Who bought in the past but didn’t buy in the last 2 years => Usually we just suppress them as well (you can try a winback campaign but the results are usually not overwhelming
- Who (but that is more a european issue) is considered as “active” based on klaviyo but doesn’t have an actual newsletter subscription (and didn’t buy with us yet) => Those we also suppress as they count towards our billing but legally we are not allowed to email them
We also have a look into other segments but those four usually have the biggest impact on the billing. We usually then just suppress them but add the reason for the suppresssion to those profiles. That way we could technically unsuppress them in the future again if for example we think that some of those segments could be interesting for let’s say black friday.
We also implement a flow that automatically removes the suppression when someone becomes active again (by starting a checkout) so they can receive checkout abandoned or post purchase mails.
In conclusion: I wouldn’t be too concerned about suppressing profiles. I would never delete profiles but if you suppress them you can always bring them back later.
