How to Clean Your Email List & Build Segments Using Klaviyo

Is your email list working for you? Let us help you with the cleaning.

December 22, 2023

The Importance of Deliverability

Email deliverability is about ensuring that the emails you send from your e-commerce business successfully arrive in your customers' inboxes. When you send an email, it travels through various routes and systems before reaching its destination.

This is how the process goes:

  1. The email passes through your e-commerce server.
  2. Interacts with the Domain Name System (DNS) to find the recipient's server.
  3. Uses the Simple Mail Transfer Protocol (SMTP) server for transmission.
  4. Arrives at the recipient's email server.
  5. Undergoes checks by anti-spam filters and security systems, and ultimately they’re placed in either the recipient's inbox or spam folder.

The goal of email deliverability is to make sure your emails navigate this journey without any problems, ensuring they reach the recipients' inboxes and NOT get marked as spam.

If you want to learn more about deliverability then check out this blog!

Before we dive into the nitty gritty on how to clean your list and build segments, you need to understand…

The Difference Between Lists & Segments

An email list is where you have all the basic information about your prospects. Depending on your opt-in form, It can include things like their name, email address, phone number, location, and more.

On the other hand, a segment is a subset or smaller group created within the email list based on specific criteria or shared characteristics.

These criteria could be demographic information (age, gender, location), behavior (past purchases, website interactions), engagement level (frequency of opening emails), or any other data that helps in categorizing subscribers.

Simply put, an email list is like your whole address book with everyone's contact details.

Meanwhile, a segment is like making smaller groups within that address book, like one for friends in the same city, another for family, and another for work colleagues.

Why’s This Important?!

By segmenting your email list based on specific criteria, the selling process becomes 100x easier.

The reason is that when you understand your audience's problems, tone of voice, and desires, it allows you to send them more specific and persuasive emails that address their needs more effectively.

This will not only skyrocket your sales, but you will also have a more loyal audience that will constantly throw their wallets at you…

…Leading to more revenue, a higher MRR, and an increase in AOV.

Now that you have an understanding of the basics, it’s time we dive into how you can effectively segment and clean your email list using Klaviyo!

Engaged VS. Unengaged Segments

When it comes to managing your email list effectively, understanding the contrast between engaged and unengaged segments can significantly impact your email marketing success.

These segments represent different levels of interaction and responsiveness from your subscribers.

Engaged Segments:

Engaged segments consist of subscribers who actively interact with your emails. They open, click, and often respond positively to your content. These subscribers are valuable as they show interest and are more likely to convert or take action.

Unengaged Segments:

On the flip side, unengaged segments contain subscribers who show minimal to no interaction with your emails. They might rarely open or engage with your content, indicating lower interest or disinterest in your offerings.

Segmenting subscribers into engaged and unengaged groups allows tailored messaging, improves email deliverability, and boosts engagement with interested audiences.

How do you segment your audience?!

Step #1:
In Klaviyo, navigate to your dashboard and access your campaign reports. Analyze metrics like open rates, click-through rates, and other engagement data provided by Klaviyo's analytics tools.

Step #2:
Define criteria that differentiate engaged and unengaged subscribers. For instance, consider classifying subscribers who haven't opened an email in the last 90 days as unengaged.

Step #3:
After analyzing your metrics, navigate to the "Lists & Segments" section and select "Create List or Segment."

Choose "Segment" and set criteria defining engaged and unengaged subscribers, such as those who haven't opened an email in a specific period.

Use Klaviyo's segmentation tools to create these segments based on the set rules.

Remove People From Your List

Removing people from your email list is crucial for cost-saving and maintaining a good sender reputation, reducing the risk of being marked as spam.

Here's how to do it:

Step #1:
Identify Inactive Subscribers:

Review engagement metrics within Klaviyo, focusing on subscribers who haven't opened your emails for an extended period.

Step #1:
Access Your Subscriber List:

Go to your subscriber list or audience section in Klaviyo.

Step #2:
Filter and Select Inactive Subscribers:

Use Klaviyo's filters or search options to find and select inactive subscribers based on your criteria (e.g., no opens in the last few months).

Step #3:
Remove Inactive Subscribers:

Once selected, use Klaviyo's options to remove these inactive subscribers directly from your list.

Step #4:
Regular List Maintenance:

Make it a habit to clean your list of inactive subscribers every 3 months to ensure it remains engaged and responsive.

By directly removing inactive subscribers from your list within Klaviyo, you can maintain a more engaged audience, avoid having deliverability issues, and save a TON of money from billing plans.

Use NeverBounce To Your Advantage

NeverBounce is a service designed to validate and clean email lists by identifying and removing invalid or risky email addresses.

It helps ensure that your email list consists of genuine, deliverable email addresses, reducing bounce rates and enhancing the overall effectiveness of your email marketing efforts.

For e-commerce brands leveraging Klaviyo, NeverBounce can be a valuable tool to improve the quality of your email lists in several ways:

Email List Verification:

By integrating NeverBounce with Klaviyo, e-commerce brands can verify the email addresses within their lists. This process helps in removing invalid, fake, or mistyped email addresses that could potentially harm deliverability rates.

Reduced Bounce Rates:

Invalid or non-existent email addresses lead to bounce-backs, impacting your sender's reputation. NeverBounce helps prevent these bounces by eliminating problematic addresses from your list, ensuring that emails reach legitimate recipients.

Enhanced Deliverability and Engagement:

A cleaner email list improves deliverability rates, ensuring that your emails land in the inbox rather than the spam folder. With more emails reaching actual customers, engagement metrics such as open rates and click-through rates are pretty much guaranteed to improve.

Improved Campaign Performance:

By maintaining a clean list, e-commerce brands using Klaviyo can run more targeted and effective email campaigns. With a higher deliverability rate and engaged audience, campaigns are more likely to yield positive results and drive conversions.

Automated List Maintenance:

NeverBounce integration with Klaviyo allows for automated list maintenance. Brands can set up regular checks and validations, ensuring that the list remains clean and up-to-date over time.

In summary, NeverBounce integration with Klaviyo provides e-commerce brands with a powerful solution to maintain a healthy, validated email list!

A Profitable & Segmented Email List is Just ONE Call Away…

As a business owner, there aren’t many assets that are more valuable than a healthy and profitable email list.

But that isn’t possible if your emails are just getting sent to the spam folder or you don’t have the right segments set up.

And the problem is, you already have a lot on your plate, so spending even more time trying to improve your deliverability or clean up your list will do you even more harm than good.

So why not let a team of email marketing experts take the stress off your shoulders?

The best part is, if you aren’t ready to spend your hard-earned money on us yet, you can just book a FREE call where we will audit your email marketing strategy with no strings attached, or hidden contracts!

If you’re ready to make more revenue, grow your email list with an engaged audience, and want a reliable revenue generator for your business, go ahead and…



  • The Importance of Deliverability:
  • Understand the journey of an email and the goal of email deliverability to reach recipients' inboxes without being marked as spam.
  • Difference Between Lists & Segments:
  • Email lists contain basic prospect information, while segments are smaller groups within the list based on specific criteria or shared characteristics.
  • Engaged VS. Unengaged Segments:
  • Explains the significance of understanding engaged and unengaged subscriber segments for tailored messaging, improved deliverability, and enhanced engagement.
  • How to Segment Using Klaviyo:
  • Steps to segment subscribers in Klaviyo based on engagement metrics and criteria definition for effective email targeting.
  • Removing Inactive Subscribers:
  • Steps to identify and remove inactive subscribers from Klaviyo lists for better list health and engagement.
  • Utilizing NeverBounce with Klaviyo:
  • Explanation of NeverBounce's role in validating email lists and how integration with Klaviyo aids in improved list quality, reduced bounce rates, and enhanced campaign performance.