Marketing efficiency matters, but going too far means lost sales

It's wise to be thinking about marketing efficiency right now. With tighter budgets, sharper targeting and smaller lists, ensuring your Klaviyo spend is efficient helps you maximize ROI.

To accomplish this goal, many brands periodically clean and manually suppress profiles that are not engaging, or add a sunset flow to continuously remove profiles from their active Klaviyo profiles list. For example, if your buying cycle is 90 days and someone hasn't engaged in 365 days, manually suppressing them might make sense.

Klaviyo's Manual Suppression feature is powerful here — it lets you park inactive profiles, stop paying for them, and protect deliverability, while keeping all of your customer data flowing.

While these actions help brands ensure their list is healthy and not bloated with poor quality profiles, cutting too far (and never inspecting your Manually Suppressed list) will have a negative impact on sales.

For example, it can be very difficult to predict if a customer who hasn't engaged in a year is ever going to come back. While it would make sense to stop emailing them at that time, with a large enough list, there are certainly profiles in that list that are valuable. These 'needles in a haystack' can add up to big sales - or large missed opportunities.

Efficiency shouldn't mean lost opportunity

Manually Suppressed profiles still show indicators of real activity, like clicks or on-site sessions. Those customers are slipping through the cracks: unreachable by campaigns and automations / flows, but still shopping and browsing.

Beyond active on-site, we also know that many customers fall well outside standard buying cycles, even if they have no site activity. This is particularly difficult for brands with longer or seasonal buying cycles. Just because a customer hasn't engaged recently doesn't mean they never want to hear from you again!

Brands are missing out on millions of dollars in lost opportunities.

"Spanx has long been disciplined about email list health, suppressing inactive profiles to protect deliverability and manage costs. Orita identified a segment of customers within that suppressed audience who were highly receptive to email. Activating that group unlocked a meaningful and entirely unexpected source of revenue. This would not have been possible without Orita's AI segmentation."

— Kyla Robinson, SVP Digital, Spanx

The challenge: how to find these opportunities without compromising list health

Most email marketing teams are over-burdened, and don't have a safe and systematic way to retest and reengage manually suppressed profiles.

Simply emailing all of your suppressed list can harm inbox placement. This means that your emails can go to spam for more of your list, which ultimately hurts sales with your active and engaged customers.

That's where Orita's Rescued Revenue™ product comes in: helping brands find real, ready-to-buy customers hiding in "dead" segments.

"We needed a safe way to win back customers from our suppressed contacts. Orita's AI pinpointed the profiles worth reactivating, turning our suppression list into easy revenue. This is an incredibly difficult problem to solve without AI."

— Aman Advani, Co-Founder & CEO, Ministry of Supply

From cleaning to optimizing

Orita is built specifically for Klaviyo brands.

Every day, its AI models analyze over 250 million customer engagement touchpoints per brand to separate truly inactive contacts from quietly engaged ones.

Then Orita identifies engaged profiles sitting in Manual Suppression and automatically reactivates them, making them emailable again in both campaigns and flows.

This goes beyond simply re-activating suppressed profiles who show up on your website. While that's a great first step, Orita's powerful models analyze many more signals, to reactivate even customers who haven't taken a specific action but have a high likelihood of being influenced by an email today.

Across its network, Rescued Revenue™ has uncovered more than $34 million in sales in 2025 from profiles that had been written off as "dead."

"We've built machine learning models to understand customer engagement within the Klaviyo ecosystem. Smart brands use Orita to optimize their email audiences, keeping their list healthy without missing out on a single sale."

— Daniel Brady, PhD, Co-Founder of Orita

Why it matters now

Every day you're not emailing recoverable customers is a day you're leaving revenue on the table. Whether you're heading into a peak season, planning a product launch, or simply trying to hit your monthly targets — there are sales sitting in your suppressed list right now.

And as acquisition costs keep climbing, the math gets even clearer: reactivating a customer you already have is dramatically cheaper than acquiring a new one. Orita helps you do it without compromising the list health you've worked hard to protect.

"Orita discovered a goldmine of customers we'd written off who were actually ready to buy. They found money we had left on the table."

— Ovadia Labaton, Founder, The Perfect Jean

Get your free Rescued Revenue™ audit

Orita offers a free Klaviyo audit that shows how many engaged profiles are hiding in your suppressed list. Orita connects directly to Klaviyo and starts analyzing within minutes.

Get your free audit at Orita.ai

Because marketing efficiency shouldn't mean leaving money on the table.

FAQ

Q: How can I ensure compliance when reactivating manually suppressed profiles who have revoked consent?

A: When brands work with Orita, they can provide a list of profiles who have explicitly revoked consent, ensuring those contacts are never eligible for reactivation.

Q: What happens to manually suppressed profiles in Klaviyo?

A: Manually suppressed profiles in Klaviyo stop receiving all marketing emails — campaigns and flows. Their data stays in your account, but they become completely unreachable. Over time, some of these profiles re-engage on your site or show buying signals, but without a systematic way to identify them, that revenue goes uncaptured.

Q: Is it safe to email suppressed contacts without hurting deliverability?

A: Emailing your entire suppressed list at once can harm inbox placement and sender reputation. Orita's Rescued Revenue™ approach is different — it uses AI to identify only the suppressed profiles showing genuine engagement signals, then reactivates them gradually, protecting your deliverability while recovering revenue.

Q: How does Orita's Rescued Revenue™ work with Klaviyo?

A: Orita connects directly to your Klaviyo account and analyzes over 250 million engagement touchpoints per brand daily. It identifies manually suppressed profiles that show signs of purchase intent or re-engagement, then automatically unsuppresses them so they re-enter your campaigns and flows — no manual list work required.

Q: How much revenue are Klaviyo brands losing from over-suppression?

A: Across its network, Orita has uncovered more than $34 million in sales from profiles that brands had written off as inactive. The exact amount varies by list size and suppression practices, but Orita offers a free audit that shows how many recoverable profiles are hiding in your suppressed list.

Q: What is the difference between Orita and a Klaviyo sunset flow?

A: A sunset flow removes profiles that stop engaging after a set period — it's a one-directional rule. Orita works in both directions: it suppresses truly inactive profiles and reactivates suppressed profiles that show renewed buying signals. This means your list stays lean without permanently losing customers who come back on their own timeline.