List cleaning isn’t just housekeeping; it’s about sending invites to the people who are still excited to show up. In this guide, we’ll break down why list cleaning matters, why it’s a bigger deal in 2025, and how to get started.

What Is List Cleaning, and Why Is It Important?

List cleaning is the practice of removing inactive or unengaged subscribers from your email and SMS lists - a little like pruning your garden to let the flowers thrive. It’s not just about trimming the dead leaves; it’s about making room for growth. Here’s why it’s essential:

Higher Engagement Rates: Engaged subscribers are more likely to open, click, and buy. Plus, inbox providers love good engagement - it keeps you out of the dreaded spam folder.

Cost Efficiency: No need to spend money on people who ghost your emails. Every unengaged profile removed is money saved. 

Compliance and Deliverability: A clean list keeps you in the good graces of GDPR and other regulations while ensuring your messages actually get delivered.

Why List Cleaning Just Got a Glow-Up in 2025

Klaviyo’s pricing changes bring new features that shine a spotlight on list cleaning. If it wasn’t already on your radar, here’s why it should be front and centre:

Auto-Upgrade Based on Active Profiles

Got too many inactive profiles lounging around? Klaviyo will now automatically bump you up to a higher pricing tier. While growth is great, paying for disengaged subscribers? Not so much. An even greater incentive to keep your list clean. 

Auto-Downgrade on Profiles

The good news: if your active profile count dips below your current plan’s threshold, Klaviyo will nudge you down to a cheaper tier. Keep your list tidy, and you could be looking at some welcome savings.

Flexible Sending Options

Seasonal spikes? No problem. Flexible sending lets you upgrade during busy periods (hello, Black Friday) and downgrade afterwards, so long as you suppress your unengaged contacts.

Bulk Suppression Tool

Just in time for these changes, Klaviyo’s new bulk suppression tool is like the vacuum cleaner of your subscriber list. Making it easier to suppress or unsuppress profiles en masse, you can say goodbye to clutter with just a few clicks. Learn how it works below. 

How to Clean Your Klaviyo Lists

1. Identify Inactive Profiles:

Dive into your engagement metrics and spot subscribers who haven’t opened or clicked an email in 90–180 days. They’re the ones it's time to say farewell to. 

Create a segment for these profiles so you can deal with them strategically.

2. Run Re-Engagement Campaigns:

Before you show them the door, try reeling them back in with an irresistible offer or heartfelt “we miss you” message (you can do this manually as a campaign to your unengaged segment, or as a ‘sunset flow’ - read more here).

If they still don’t bite, it’s time to part ways.

3. Use the Bulk Suppression Tool:

As we’ve already discovered, Klaviyo’s new tool makes suppressing inactive profiles a breeze. Simply group your chosen profiles in a segment, click the three dots next to that segment, and click "suppress current members.” Learn more here. 

4. Set a Cleaning Schedule:

Schedule list audits every quarter or twice a year. It’s like spring cleaning, but for your email list (and it saves you money).

Why a Clean List Is Your Best Marketing Wingman

Still not convinced? Here’s what a squeaky-clean list can do for your business:

Lower Costs: Stop paying for profiles that aren’t interested in what you’re selling.

Better Performance: Fewer inactive profiles mean higher open and click-through rates, making your campaigns shine.

Strategic Growth: Focus on subscribers who genuinely love your brand, and watch your ROI soar.

Start Cleaning and Save the Day (and Your Budget)

List cleaning has always been important, but Klaviyo’s new approach pricing also means your list’s “dead weight” is more costly than ever. The good news? Cleaning your list has never been simpler - or more rewarding.

Embrace the bulk suppression tool, whip up a re-engagement campaign or flow, and let your list’s VIPs shine.

Need a hand? Our team is ready to help you make the most of Klaviyo and supercharge your Shopify marketing.

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