Klaviyo sunset flow

The flow starts when someone is added to a segment

A sunset flow is the last mail before you stop emailing someone who does not respond. It does not trigger on Placed Order, and it does not trigger on a list signup. Klaviyo’s sunset article triggers it when a person is added to a sunset segment. You can run any segment or list you plan to suppress through that flow. The definition that matches the prebuilt Sunset (Email) segment is the one to read before you send.

That definition requires all of the following. The person can receive email marketing. The profile was created at least 180 days ago. They have Received Email at least 5 times in the last 72 weeks. Over all time they have Opened Email zero times, Clicked Email zero times, been Active on Site zero times, Viewed Product zero times, Checkout Started zero times, and Placed Order zero times. Create it from Audience, then Lists & segments, then the Segment library, under Sunset (Email). If that prebuilt is missing, build the same conditions and join them with AND.

Suppression recommendations on the Suppressed profiles page use a stricter created-at: at least 365 days, and no suppression added in the last 90 days. The 180-day segment and the 365-day recommendation are not the same set of people. Build the segment you intend to mail, and read the definition. A flow pointed at a broader segment will sunset people the recommendation would have left alone.

One to three emails, then a grace period

Keep the flow to 1 to 3 emails. Klaviyo says not more than 3, because mailing unengaged people repeatedly hurts delivery. The emails should tell the person you will stop writing if they do not engage, and they should include a prominent unsubscribe and a manage-preferences link. Someone who unsubscribes is suppressed from email automatically. The frequency chart marks three sends, at 1 day, 1 week, and at 2 weeks. Those marks are the library default. The article’s limit is the count, not a requirement to use all three.

Profile filters on the trigger should require Opened Email zero times since starting this flow and Clicked Email zero times since starting this flow. An open or a click, including on some other email that arrives while they are in the flow, fails those filters. They skip the later sunset emails and they skip the property update. That is the point. Someone who responds is not a sunset.

After the last email, add a grace period so a late open or click still counts. The article uses 3 days when you send daily, and 7 to 10 days when you send less often. Then add a property update. Create a Boolean named Unengaged and set it to true. Klaviyo is explicit that this action does not unsubscribe anyone and does not suppress them. It marks the profile so you can suppress later. Profiles that opened or clicked never receive Unengaged equals true, because they already failed the filter.

Suppress current members, and then do it again

Build a segment where Unengaged is true. From that segment, choose Suppress current members. The action covers the members in the segment at that moment. People who qualify afterward are not included, so you repeat the suppress before a later campaign. There is no native flow action that suppresses email. A property update at the end of the flow is not a suppression.

Review the segment before you suppress it, especially if time has passed since people finished the flow. If the confirmation offers Suppress inactive profiles and Suppress everyone, read the counts. Klaviyo says Suppress inactive profiles keeps subscribed profiles that have not marked your emails as spam and have clicked an email or purchased in the last 6 months. If nobody qualifies to stay, you still confirm. If you manually suppress a profile and later unsuppress it, you cannot manually suppress it again until 90 days after the previous suppression. That restriction does not apply during the first 30 days after the account is created.

Email suppression does not stop SMS or push. A profile you suppress from marketing email can still receive those channels. Sunset the channel you mean to stop. Continuing to include the same people in ordinary campaigns, or sending the re-engagement emails again and again, is what the article says puts delivery at risk. The flow is a last attempt, and then they are out of the email audience.

People already in the segment do not enter

When you create the segment, it fills with profiles who already match. Those existing members do not enter the flow. The flow triggers when someone newly qualifies. Adding past profiles queues the existing members, and only into actions that are already manual or live. Set the messages to manual or live before you use the control. Add them at the beginning if they should see the first email. Throughout the flow places them by when they joined the segment, which can skip the earlier emails.

Apple Mail Privacy Protection can record an open the person did not make. A segment that requires zero opens over all time excludes those profiles. They never reach the sunset flow, and they stay in the sendable audience. A click, a site visit, a product view, a checkout, or an order also keeps them out, over all time, under the prebuilt definition. If the goal is “no click and no order in the last year,” that is a different segment. Do not describe the prebuilt as that segment.

Draft, manual, and live still apply to each message and to the property update. Review and turn on, then Live, and save. Unconfigured actions stay draft. A live email with a draft property update will send the goodbye and never mark Unengaged. The suppress segment will not see those profiles. Check the property update’s status the same way you check the emails.

Read the segment, the property, and who was actually suppressed

Read the segment definition against the list above, including 180 days versus the 365-day suppression recommendation. Confirm the trigger is that segment. Confirm the profile filters are zero opens and zero clicks since starting the flow. Count the emails and read the grace delay. Confirm the property update sets Unengaged to true and that it is live. Then look at the suppress segment and whether Suppress current members has been run since the last people finished. A flow that only sets a property is not a cleaned list.

KlavyFlow shows the sunset flow on a day-by-day timeline after a read-only connection, with each email on the day it is scheduled. It does not create the segment, set the property, or suppress anyone. Suppression stays in Klaviyo, and it has to be repeated there. Flow performance for the selected flow is a separate view over 7, 30, or 90 complete account-local days. A missing observation stays unavailable. Use the timeline to see whether this client’s sunset is one email or the three-mark chart, and use Klaviyo to see whether Unengaged was followed by a suppress.