Smart Suppression

Smart Suppression lets you create rules that automatically remove disengaged profiles from your Klaviyo account — reducing your active profile count, lowering your billing tier, and improving deliverability. Every rule includes built-in cold-but-buying protection.

How it works

ListGuard evaluates your suppression rules against every profile in your Klaviyo account. Profiles that match all of a rule’s conditions are suppressed in Klaviyo — they move to the Suppression Jail and are tracked in the Jail Tracker.

Cold-but-buying profiles are always protected. Any profile with a recent purchase is automatically excluded from suppression, regardless of their email engagement score. This means you never accidentally suppress a customer mid-purchase cycle.

The condition engine

Each suppression rule is built from one or more conditions. Conditions are combined with AND logic — a profile must match every condition to be suppressed. This gives you precise control without hard-coded field limitations.

Available fields

Field	Description
Days since last open	How many days ago the profile last opened an email
Days since last click	How many days ago the profile last clicked an email
Days since last purchase	How many days ago the profile last made a purchase
Engagement score	Composite 0–100 score based on recency and frequency
Lifetime revenue ($)	Total revenue attributed to the profile
Total orders	Number of orders placed
Profile tier	Hot, Warm, Cold, or Dead
Is cold-but-buying	Whether the profile is cold but has recent purchase activity
Has never opened	Whether the profile has never opened any email
Has never purchased	Whether the profile has never made a purchase

Operators

Depending on the field type, you can use:

Operator	Applies to
`is greater than`	Numeric fields (days, score, revenue, orders)
`is less than`	Numeric fields
`equals`	Numeric fields
`is not`	Numeric fields
`is in`	Tier field (multi-select)
`is not in`	Tier field (multi-select)
`is true / is false`	Boolean fields

Creating a suppression rule

Click ”+ New Rule”

Opens the New Suppression Rule dialog.

Name your rule

Give the rule a clear name like “180-Day No-Open Cleanup” so you can identify it later.

Build your conditions

Click + Add condition to add a row. For each condition:

Choose a field from the dropdown (e.g. “Days since last open”)
Choose an operator (e.g. “is greater than”)
Enter a value (e.g. 180)

Add as many conditions as needed. All conditions must be true for a profile to be suppressed.

Example — 180-day no-open rule:

Days since last open → is greater than → 180
Days since last purchase → is greater than → 365

Example — low-value cold profiles:

Profile tier → is in → Cold, Dead
Lifetime revenue ($) → is less than → 50

Enable cold-but-buying protection

The Protect cold-but-buying profiles toggle is on by default. Keep it enabled to ensure customers who are still placing orders are never suppressed, regardless of their email activity.

Save and run

Click Create Rule to save. Rules can be run manually (click Run on the rule row) or triggered automatically via the Win-Back Launcher after a win-back campaign completes.

Editing and deleting rules

Each rule in the list has:

A pencil icon to open the rule editor with all current conditions pre-populated
A trash icon to permanently delete the rule

Condition pills are shown inline in the rule list so you can see exactly what each rule targets at a glance.

Rule status

Active — enabled and will fire when triggered
Inactive — saved but paused

Job history

Click the History tab to see every time each rule has run, how many profiles were suppressed, and how many cold-but-buying profiles were protected.

Example rules

Rule	Conditions
90-Day Click Inactivity	Days since last click > 90 AND lifetime revenue < $50
Dead Profile Purge	Tier is in Dead AND has never purchased is true
180-Day No-Open Cleanup	Days since last open > 180 AND days since last purchase > 365
High-Value Cold Safety Net	Tier is in Cold AND lifetime revenue > 200 (review before suppressing)