Klaviyo: Creating a Sunset Flow for Unengaged Subscribers

Emiel Dingemans from Magicianly | Email Marketing·Aug 2024

Demo summary

Setting up an automation to re-engage or suppress subscribers who haven't opened emails in a long period to protect sender reputation.

Step-by-step

Select the Sunset Flow from the Klaviyo default flow templates
Set the flow trigger to your unengaged segment
Create the first email as a plain text message asking if the user is still interested
Include a clear unsubscribe link in the first email
Set up emails two and three using your highest available discount and clickbaity subject lines
Add an 'Update Profile Property' step at the end of the flow to tag users as 'unengaged is true'
Create a segment based on that tag to suppress those profiles

Options

Choose between 90-day or 120-day unengaged segments depending on your brand needs
Use the 'Customer Winback' flow as an alternative or additional re-engagement step

Watch out for

Unengaged subscribers are more likely to mark emails as spam, which damages sender reputation
Keeping unengaged users on your list increases your Klaviyo costs without providing ROI

Tips

Use plain text emails for this flow to improve deliverability and create a personal feel
Focus on the open rate as the primary goal rather than sales or revenue
Prioritize getting unengaged users to unsubscribe rather than keeping them on the list
Use clickbaity subject lines for the final emails to maximize the chance of a re-engaging open

Highlights

“clavio has two default flows for this let's use this one... and then we basically have all our core flows ready”

All demos from “Klaviyo Email Marketing FULL COURSE 2026 ($300M Generated for Shopify eCommerce)”

6:061:16Klaviyo Account Creation and Shopify IntegrationWalkthrough of signing up for a Klaviyo account, selecting business type, and connecting a Shopify store URL.Klaviyo· Import / migrate contacts
7:221:22Setting up a Main Subscriber ListDemonstration of creating a newsletter list and choosing between single and double opt-in settings.Klaviyo· Tag & manage subscribers
8:443:57Setting up a Dedicated Sending Domain and DMARCStep-by-step guide on adding NS and TXT records to DNS settings (Squarespace/Google Domains) to verify a branded sending domain in Klaviyo.Klaviyo· Authenticate sending domain (SPF/DKIM/DMARC)
12:412:04Configuring Smart Sending and Attribution SettingsAdjusting account-level settings for smart sending windows, conversion attribution, and UTM tracking parameters.Klaviyo· Deliverability & setup
14:451:55Setting up the Klaviyo Brand LibraryUploading logos, selecting brand colors, and importing Google Fonts for consistent email styling.Klaviyo· Design a newsletter / email (drag-and-drop editor)
19:177:25Creating and Targeting a Popup Signup FormBuilding a popup form from a template and configuring advanced targeting rules like exit-intent, scroll depth, and URL exclusions.Klaviyo· Add an opt-in popup
26:428:36Designing a High-Converting Signup FormUsing the form editor to customize headlines, input fields, CTA buttons, and success pages while removing friction elements like the 'X' close button.Klaviyo· Create an email signup / subscription form
37:101:58Setting up a Signup Form TeaserDemonstrating how to create a persistent 'teaser' tab that allows users to reopen the signup form after closing it.Klaviyo· Create an email signup / subscription form
39:083:37Optimizing Signup Forms for MobileCloning a desktop form and adjusting button sizes, font sizes, and input field heights specifically for mobile users.Klaviyo· Create an email signup / subscription form
48:081:31Adding a 'Micro-Yes' Step to Signup FormsDemonstrating how to add an initial commitment step to a form to increase overall conversion rates.Klaviyo· A/B test a campaign
56:119:34Klaviyo Flow Builder BasicsAn overview of the flow interface, including selecting triggers (Added to List, Placed Order), adding profile filters, and using conditional splits.Klaviyo· Build a welcome / drip automation
1:05:4510:54Building a Multi-Step Welcome Series FlowConstructing a 7-email welcome sequence with specific time delays and content angles like brand story, bestsellers, and social proof.Klaviyo· Build a welcome / drip automation
1:19:135:28Setting up a Site Abandonment FlowCreating a flow triggered by 'Active on Site' to target visitors who browse the home page but don't view specific products.Klaviyo· Trigger emails from behavior / events
1:24:414:06Building a Browse Abandonment FlowConfiguring a flow triggered by 'Viewed Product' with filters to exclude those who have already added items to their cart.Klaviyo· Trigger emails from behavior / events
1:28:477:56Creating an Abandoned Cart FlowSetting up a flow triggered by 'Added to Cart' and explaining the difference between cart abandonment and checkout abandonment.Klaviyo· Set up an abandoned-cart flow (ecommerce)
1:38:5311:12Building a Post-Purchase Customer Thank You FlowDesigning a flow triggered by 'Placed Order' that uses conditional splits to distinguish between first-time and returning buyers.Klaviyo· Set up a post-purchase / win-back flow
1:53:203:16Creating a Sunset Flow for Unengaged SubscribersCurrentSetting up an automation to re-engage or suppress subscribers who haven't opened emails in a long period to protect sender reputation.Klaviyo· Improve deliverability / avoid spam
1:57:472:53Creating and Scheduling an Email CampaignThe process of starting a new campaign, selecting recipients, and navigating to the drag-and-drop editor.Klaviyo· Send a broadcast campaign
2:34:4411:34Importing Custom Designs into KlaviyoDemonstration of taking sliced images from Figma, compressing them, and assembling them into a responsive email within the Klaviyo editor.Klaviyo· Design a newsletter / email (drag-and-drop editor)
2:49:395:43Building an Engaged Customer SegmentUsing the segment builder to define 'Engaged 120 Days' based on email opens, clicks, and website activity.Klaviyo· Segment the list
3:05:320:33Bulk Suppressing Unengaged ProfilesShowing the shortcut in Klaviyo to suppress all current members of a segment to clean the email list.Klaviyo· Tag & manage subscribers
3:22:321:32A/B Testing Campaign Send TimesSetting up a send-time split test to determine which hour generates the highest 'Placed Order' rate.Klaviyo· A/B test a campaign
Watch “Klaviyo Email Marketing FULL COURSE 2026 ($300M Generated for Shopify eCommerce)” →

Improve deliverability / avoid spam

5:590:31Configuring an email footer for deliverabilityShows how to add a primary tab footer with unsubscribe links and text blocks to improve trust with spam filters.Adam Rehm
8:09:111:05Deliverability hack: Invisible text in KlaviyoDemonstrates how to paste large blocks of text into a Klaviyo email and make it invisible (white text, small font) to improve the image-to-text ratio for spam filters.Max Sturtevant
1:53:203:16Creating a Sunset Flow for Unengaged SubscribersCurrentSetting up an automation to re-engage or suppress subscribers who haven't opened emails in a long period to protect sender reputation.Emiel Dingemans from Magicianly | Email Marketing