Win a last reply, then let the rest go.
Some subscribers go quiet and never come back. A sunset flow gives them one honest chance to stay - then cleanly retires the ones who do not, so the dead weight stops dragging down everyone who is still listening.
Sunset
A sunset flow is the re-permission sequence for subscribers who have stopped engaging entirely - past the point a winback is likely to land. It is the part of email nobody enjoys but every healthy program needs: a short, honest ask to confirm they still want to hear from you, and a clean suppression of the ones who never respond. Our team builds the sequence and the segmentation in your Klaviyo, writes the re-permission ask in your voice, and sets up the suppression rules that protect your sender reputation. You approve every email and every rule, we ship.
Fires when a subscriber crosses your true-dead window - no opens, clicks, or purchases for a long stretch, well past your winback window. The flow gives them a final re-permission ask, then suppresses anyone who still does not engage so you stop emailing addresses that only hurt you.
2 emailsWhat a strong sunset flow does
Ask permission, plainly
A short, human are we still welcome in your inbox reads better than another promo. Give them one clear button to stay and let the silence speak for the rest.
Set the window past winback
Sunset is the last step, not the first. It should fire well after the winback window so you are only re-permissioning the people who are genuinely gone, not customers who are simply between orders.
Suppress the silent, do not keep blasting them
The whole point is list hygiene. Subscribers who ignore the re-permission ask get cleanly suppressed, so your sends reach engaged inboxes and your sender reputation stays strong.
Protect the deliverability of everyone else
Dead addresses drag down open rates, inbox placement, and every flow you run. Retiring them is how the emails to your real customers keep landing in the inbox.
One full email from the flow, built by our team.
Not a snippet - the whole email. Copy in your brand voice, your real products, creative that looks shot like a real customer photo. You review every line, we revise anything you want, and our team ships it live in your Klaviyo.
Should we keep in touch?
We have not heard from you in a while, and we would rather send less than crowd an inbox you have moved on from. One tap keeps the good stuff coming. No tap, and we will quietly step back.
Keep me subscribed →10% off if you stay.
Good for the next seven days, just for sticking around.
Shop with 10% off →We clean our list on purpose. If the emails stopped being useful, we would rather hear it now than keep landing in a folder you never open. Stay and we will make it worth it. Either way, thank you for the time you gave us.
The Vero teamQuestions about this flow.
How is a sunset flow different from a winback?
Winback re-engages lapsed buyers who might still come back. Sunset is the final step for subscribers who have gone fully quiet past that point - it asks for re-permission once, then suppresses the ones who never respond. Our team builds both and sets the windows so they hand off cleanly.
Why would I want to remove subscribers from my list?
Because emailing people who never open quietly damages your sender reputation, which pushes your other emails toward spam. Suppressing dead addresses is one of the highest-leverage things you can do for deliverability - your sends reach the people who actually want them. Our team sets up the suppression rules and you approve them.
What if someone re-permissions later?
Anyone who taps to stay is kept and flows right back into your normal program. Suppression only applies to the subscribers who get the re-permission ask and still do not engage, and you stay in control of the rules before anything goes live in your Klaviyo.
Clean the list, protect the inbox.
Book a free Klaviyo teardown and our team builds your sunset flow and the suppression rules that keep your deliverability strong, live in your Klaviyo. You approve, we ship.