Klaviyo Profile Cleanup & Suppression Management

Service Scope

Klaviyo Profile Cleanup & Suppression Management is a fixed-scope service for one business, one Klaviyo account, and up to 10,000 active email profiles.

The service reviews the account’s active-profile population, consent and suppression statuses, available engagement history, and relevant audience structure.

We then create up to five engagement-health segments, identify profiles that may no longer be appropriate for regular marketing sends, obtain client approval, complete one bulk email-suppression action, and validate the resulting profile counts.

No profiles are permanently deleted under this service.

Understand Suppression in Klaviyo

Suppression prevents a profile from receiving marketing messages through the affected channel.

A suppressed email profile:

• Is excluded from marketing-email sends
• Retains its Klaviyo profile
• Retains available historical activity
• Retains its recorded consent information
• Can remain available for reporting and analysis
• Does not normally count as an active email profile for plan usage

Suppression and consent are separate statuses. A profile may have previously provided email consent and still be suppressed from receiving future marketing messages.

This service does not automatically unsubscribe, delete, resubscribe, or unsuppress profiles.

Review the Active-Profile Count

We record the account’s visible active-profile count before the cleanup begins.

The review may include:

• Current active email profiles
• Current suppressed profiles
• Current unsubscribed profiles
• Available account-usage information
• Current profile-plan tier
• Relevant list and segment counts
• Obvious profile-growth concerns
• Available historical usage information

Klaviyo may require additional processing time before profile-count changes appear throughout the account.

The client remains responsible for reviewing and changing the Klaviyo subscription after the cleanup.

Review Consent and Suppression Statuses

We review the available email-channel statuses directly related to the cleanup.

These may include:

• Subscribed profiles
• Never-subscribed profiles
• Unsubscribed profiles
• Manually suppressed profiles
• Profiles suppressed because of delivery problems
• Profiles suppressed after spam complaints
• Existing account-level suppressions
• Profiles that cannot currently receive email marketing

Unsubscribed profiles, spam-complaint suppressions, and deliverability-related suppressions are preserved.

This service does not remove valid suppressions or restore marketing eligibility.

Review Available Engagement Data

We review the available account history used to determine whether active profiles continue to demonstrate meaningful engagement.

Depending on the account’s data, the review may consider:

• Verified email clicks
• Recent purchases
• Recent website activity
• Email messages received
• Recent form submissions
• Recent profile creation
• Recent subscription date
• Customer status
• Order history
• Other reliable Klaviyo events

The final criteria depend on the client’s sending frequency, customer lifecycle, sales cycle, available integrations, and amount of historical data.

Avoid Relying on Opens Alone

Email-open activity is not treated as the only evidence of engagement.

Privacy features such as Apple Mail Privacy Protection can automatically generate or inflate recorded opens without confirming that a person intentionally read the message.

Where the account provides sufficient information, we prioritize stronger signals such as:

• Verified human clicks
• Purchases
• Website activity
• Recent subscription
• Form submissions
• Other meaningful customer events

If the account does not contain sufficient reliable engagement history, we identify the limitation before recommending suppression.

Establish an Engagement Policy

We establish one practical email-engagement policy for the cleanup.

The policy may define profiles as:

• Recently engaged
• Moderately engaged
• At risk
• Long-term unengaged
• Never engaged
• Protected because of recent purchase activity
• Protected because of recent subscription
• Ineligible because of an existing suppression

The exact time windows are selected according to the business’s sending cadence and customer lifecycle.

A business sending several times per week may require different criteria from a business sending only once per month.

Create Up to Five Engagement-Health Segments

We create up to five dynamic segments related to email engagement and cleanup.

These may include:

• Recently Engaged
• Broadly Engaged
• At-Risk Profiles
• Long-Term Unengaged
• Never Engaged
• Protected Recent Customers
• Suppression Candidates
• Another approved cleanup-related group

Up to five final segments are included. The selected segments depend on the data available inside the account.

Advanced customer personas, product-interest segmentation, predictive analytics, and campaign-specific audiences are not included.

Identify Never-Engaged Profiles

We identify profiles that have received a meaningful number of marketing emails but have not demonstrated reliable engagement when the available history supports that analysis.

The criteria may consider:

• Number of emails received
• Lack of verified clicks
• Lack of purchase activity
• Lack of recent website activity
• Profile age
• Subscription date
• Available integration data

Profiles that are new, recently subscribed, recently purchased, or have not yet received enough messages are protected from automatic inclusion whenever the selected policy requires it.

Identify Long-Term Unengaged Profiles

We identify active profiles that previously engaged but have not demonstrated meaningful recent activity within the approved period.

These profiles may be appropriate for:

• Exclusion from regular campaigns
• A future re-engagement campaign
• A future sunset flow
• Client-approved suppression

This service does not create or send the re-engagement campaign or sunset flow.

If the client wants to attempt re-engagement before suppression, that work must be completed before the final suppression authorization.

Protect Recent and High-Intent Profiles

Before suppression, we review the candidate group for available evidence that a profile should remain active.

Protection criteria may include:

• Recent verified email click
• Recent purchase
• Recent checkout
• Recent website activity
• Recent subscription
• Active customer status
• Another approved high-intent event

The available protection logic depends on the integrations, events, and historical data stored in the Klaviyo account.

Review Lists and Segments Related to Cleanup

We review the lists and segments directly connected to the selected cleanup population.

The review may identify:

• Old imported lists
• Outdated campaign lists
• Existing unengaged segments
• Existing never-engaged segments
• Duplicate cleanup segments
• Lists containing primarily inactive profiles
• Segments that no longer match the current sending strategy

This service does not provide a complete account-wide reorganization or rebuild unrelated audience structures.

Prepare the Suppression Candidate Group

We create one final segment or list containing the profiles recommended for suppression.

Before any suppression action is completed, the client receives:

• The proposed segment definition
• The visible candidate count
• The engagement criteria used
• The protection criteria used
• Any important data limitations
• A reasonable opportunity to review the candidates

A CSV export or account snapshot of the candidate population may be provided when available and appropriate.

Require Written Client Approval

No bulk suppression action is completed without written client approval.

The approval must confirm:

• The selected profile group
• The visible candidate count
• The engagement criteria
• The decision to suppress the current members
• Understanding that suppression affects email-marketing eligibility

If the client does not approve the proposed suppression, the service concludes with the analysis and recommendations only.

Complete One Bulk Suppression Action

After written approval, we complete one bulk email-suppression action for the current members of the approved group.

The action applies to the profiles that meet the selected conditions at the time the suppression is performed.

Profiles entering the dynamic segment after the action are not automatically suppressed unless an ongoing process is configured separately.

This service does not include repeated suppression actions, continuous automation, or ongoing profile monitoring.

Preserve Profile Data

Suppression is used instead of permanent deletion so the account can retain available:

• Profile information
• Consent history
• Campaign activity
• Flow activity
• Purchase information
• Website events
• Custom properties
• Customer history

Permanent deletion completely removes profile data and is not included in this service.

If the client requires deletion for a legal, privacy, or internal data-retention reason, it must be handled through a separately approved process.

Validate the Completed Cleanup

After suppression, we review the visible results.

Validation may include:

• Number of profiles submitted for suppression
• Visible suppression status
• Remaining active-profile count
• Updated segment membership
• Protected profiles remaining active
• Existing unsubscribes remaining preserved
• Existing deliverability suppressions remaining preserved
• Visible account-usage changes

Klaviyo may require up to 72 hours for active-profile and billing-related counts to refresh fully.

Review Potential Plan Impact

After the account’s usage information updates, we identify whether the active-profile count appears to fit a different Klaviyo plan tier.

KizilCo does not automatically change the subscription, purchase a new plan, or guarantee a reduction in Klaviyo fees.

The client is responsible for:

• Reviewing the updated profile count
• Confirming the appropriate subscription
• Changing the plan when desired
• Paying all Klaviyo fees
• Monitoring future profile growth

Cleanup Report

The client receives a concise cleanup report identifying:

• The original active-profile count
• The available consent and suppression statuses
• The engagement policy used
• The segments created
• The number of suppression candidates
• The number of profiles submitted for suppression
• The visible post-cleanup count
• Any unresolved data limitation
• Recommended maintenance intervals
• Recommended next steps

The Klaviyo account, profile data, lists, segments, and associated business information remain owned and controlled by the client.

Maintenance Recommendations

We provide practical recommendations for maintaining a healthier active-profile population.

Recommendations may address:

• Sending primarily to engaged segments
• Monitoring long-term inactivity
• Reviewing never-engaged profiles
• Protecting recent subscribers and purchasers
• Reviewing suppressions before billing thresholds
• Using re-engagement campaigns when appropriate
• Using a sunset flow when appropriate
• Repeating profile-health reviews periodically

Implementation of those recommendations is not included unless purchased separately.

Client Requirements

Before work begins, the client must provide:

• Administrator access to the Klaviyo account
• Up to 10,000 active email profiles
• Sufficient historical email or customer activity
• Information about normal sending frequency
• Information about the typical customer lifecycle
• Identification of customer groups that must be protected
• Confirmation of any recent imports
• Confirmation of any active re-engagement activity
• Approval of the engagement policy
• Timely review of the candidate group
• Written authorization before suppression
• Timely review of the completed cleanup

Delivery and Revisions

Standard delivery is 5–7 business days after all required access, information, and approvals are received.

Additional time may be required for large segments to populate or for Klaviyo’s active-profile count to refresh after suppression.

One consolidated clarification or correction round is included when submitted within seven days of delivery and remains within the original service scope.

A different engagement policy, replacement candidate group, repeated suppression action, or new cleanup period is treated as a separate service.

Important Scope Boundaries

The following are not included:

• Klaviyo subscription or profile fees
• More than one Klaviyo account
• More than 10,000 active email profiles
• SMS, WhatsApp, or mobile-push cleanup
• Permanent profile deletion
• Bulk unsuppression
• Resubscribing unsubscribed profiles
• Removing deliverability suppressions
• Third-party email verification
• Spam-trap identification guarantee
• Data enrichment
• Manual contact research
• Extensive duplicate resolution
• Contact import or migration
• Re-engagement campaign creation
• Sunset-flow configuration
• Campaign sending
• Advanced segmentation
• Predictive analytics
• Legal or regulatory compliance review
• Subscription-plan changes
• Repeated suppression actions
• Ongoing profile monitoring
• Ongoing audience maintenance
• Guaranteed fee reduction
• Guaranteed deliverability or inbox placement