How to Create a Sunset Flow in Klaviyo + Best Practices

Ready to learn about a fantastic way to keep your email list sparkling clean and full of engaged subscribers? Well, you've come to the right place. Today, we're looking at sunset flows in Klaviyo. If you're scratching your head and wondering, "What on earth is a sunset flow?" don't worry—we've got you covered. Let's get started!

What Is a Sunset Flow?

Imagine this: your email list is a beautiful garden, and each subscriber is a lovely flower. Over time, some flowers may wilt and lose their vibrancy (aka engagement). A sunset flow is like a gentle pruning session, helping you say goodbye to those subscribers who are no longer opening your emails. In more technical terms, a sunset flow is an automated email sequence designed to re-engage inactive subscribers or, if they remain unresponsive, prepare to bid them farewell.

Should You Have a Sunset Flow?

You might be wondering, "Do I really need a sunset flow?" Well, it's not absolutely essential, but having one is definitely a smart move. Here's why:

• Boost Deliverability: By removing inactive subscribers, your engagement rates improve, which can help your emails land in the inbox rather than the dreaded spam folder.
• Save Money: Many email platforms, including Klaviyo, charge based on the number of subscribers. Trimming the dead weight can save you some cash.
• Focus on Quality: It allows you to focus on those who are genuinely interested in your content, making your email marketing efforts more effective.

So, while it's not a must-have, it's certainly a nice-to-have that can benefit your email marketing strategy.

How to Create a Sunset Flow in Klaviyo

Ready to roll up your sleeves and create your very own sunset flow? Here's a step-by-step guide:

Step 1: Log In to Klaviyo

First things first, log in to your Klaviyo account.

Step 2: Define Your Trigger

Create a segment which will trigger your sunset flow. An easy segment is "Hasn’t Opened Email" or "Hasn’t Clicked Email" in the past X days (around 20-40 weeks). If you want to get a bit more sophisticated, we recommend a segment along the lines of this:

• If someone can or cannot receive marketing > Can receive > email marketing
  AND
• Properties about someone > Profile was created at least 30 weeks ago
  AND
• What someone has done (or not done) > has Clicked Email zero times in the last 30 weeks
• What someone has done (or not done) > has Opened Email zero times in the last 30 weeks

Step 3: Create a New Flow

1. Navigate to the Klaviyo Flows Library.
2. Search for "Sunset" in the search bar.
3. Choose the standard "Sunset Unengaged Subscribers" Flow and link it to your sunset segment.

Step 4: Add Your Emails

1. First Email: Start with a friendly "We Miss You" email. Remind them of the value they get from your emails and ask if they’d like to stay subscribed.
2. Second Email: Send a follow-up if they haven't opened or clicked the first email. Offer an incentive, like a discount or exclusive content, to entice them to re-engage.
3. Final Email: If they still haven’t engaged, send a final email letting them know you’ll be unsubscribing them soon if they don't take action.

Step 5: Set Up Delays

Add delays between your emails to give subscribers time to open and engage. A typical setup might be:

• First Email: Immediately after joining your sunset segment.
• Second Email: 7 days after the first
• Final Email: 7 days after the second

Step 6: Define your Grace Period

Klaviyo's default sunset flow comes with a 5-day delay at the end of the flow, right before the profile property update action. This delay is the grace period which gives contacts a little extra breathing room to engage with your emails before you say sayonara. We suggest extending this grace period to around 10 days.

Step 7: Review and Activate

Double-check your flow for any errors, make sure all emails are properly set up, and then activate your flow.

Sunset Flow Best Practices

To make your sunset flow shine, keep these best practices in mind:

• Personalize Your Emails: Use the subscriber’s name and reference their past interactions with your brand.
• Be Transparent: Let them know why they’re receiving these emails and what will happen if they don’t engage.
• Provide Value: Remind them of the benefits of staying subscribed, and consider offering an incentive to re-engage.
• Provide Options: Include a link to your Klaviyo preference center so contacts can choose which emails they want (and don't want) to receive from you.
• Monitor Performance: Keep an eye on your flow’s performance and adjust as needed to improve engagement rates.

The Main Drawback of Klaviyo’s Sunset Flow

Alright, here’s the scoop. While Klaviyo’s sunset flow is super useful, it does have one main drawback: manual unsubscription. That's right—Klaviyo doesn't automatically unsubscribe disinterested contacts who reach the end of the flow. You’ll need to manually remove them from your list. It’s a bit of a hassle, but think of it as a final quality check before you say goodbye.

Summing Up

Creating a sunset flow in Klaviyo is a good idea to keep your email list healthy and engaged. While it’s not absolutely essential, it’s a great way to maintain high deliverability rates, save money, and focus on your most engaged subscribers. Just remember to manually unsubscribe unengaged contacts from time to time.