For UK small businesses using Klaviyo, a healthy and engaged email list is the lifeblood of customer communication and sales. However, sometimes subscribers opt-out or become unengaged, leaving valuable contacts dormant. The good news is that with strategic approaches and Klaviyo's robust features, you can effectively re-engage and re-subscribe these valuable small business email list contacts, bringing them back into your active audience. This guide will walk UK small businesses through the process, focusing on best practices and Klaviyo-specific tactics.
Even the most dedicated customers can drift away. Here’s why a re-subscription strategy is crucial for your UK small business:
Maximise Your Existing Customer Base: It's often cheaper and more effective to re-engage a past customer than to acquire a new one. These individuals already know your brand.
Improve Email Deliverability: An active, engaged list signals to email providers (like Gmail, Outlook, etc.) that your emails are valuable, improving your sender reputation and ensuring your messages land in inboxes, not spam folders.
Boost Sales and Conversions: Re-engaged subscribers are more likely to convert, especially if you offer them a compelling reason to return.
Cost-Effectiveness: Using an existing platform like Klaviyo for re-engagement is more efficient than investing in new acquisition channels from scratch.
GDPR Compliance (UK Specific): Re-engaging properly helps maintain a clean, compliant list by confirming consent for those who may have been inactive or previously opted out.
Understanding Klaviyo's Approach to Re-engagement and Consent
Klaviyo's framework for re-engagement is built around lists and consent. It's crucial to understand how opting out works:
Unsubscribed vs. Suppressed: A contact is "unsubscribed" from a specific list when they click an unsubscribe link. They might still be subscribed to other lists. A "suppressed" contact (e.g., due to a hard bounce or manual suppression) cannot receive any emails from your account.
Consent is Key: For UK businesses, GDPR mandates clear, affirmative consent. If someone unsubscribes, you cannot simply re-add them. They must explicitly opt back in.
Step-by-Step: Re-subscribing Contacts in Klaviyo for UK Businesses
Here's how to craft a winning re-engagement strategy in Klaviyo, keeping UK regulations in mind:
Phase 1: Identifying Unengaged & Unsubscribed Contacts
Segment Your Audience:
Unengaged Segments: Create segments for contacts who haven't opened or clicked an email in a specific period (e.g., "Opened Email Zero Times in Last 90 Days," "Clicked Email Zero Times in Last 180 Days").
Unsubscribed from Specific List: Klaviyo allows you to see who has unsubscribed from particular lists.