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 a rule’s criteria 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.
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.
Set suppression criteria
Configure when a profile should be suppressed:
- Days without email open — e.g. suppress profiles that haven’t opened an email in 180 days
- Days without purchase — e.g. also require no purchase in 365 days (leave blank to ignore)
- Protect LTV above ($) — protect profiles with lifetime revenue above this threshold (leave blank to not protect by LTV)
Enable cold-but-buying protection
The Protect cold-but-buying profiles checkbox is enabled by default. Keep it on to ensure customers who are still placing orders are never suppressed regardless of their email activity.
Save and run
Click Create Rule to save it. Rules can be run manually (click Run next to a rule) or set to run automatically on a schedule using the Auto toggle.
Rule status
Each rule shows its current status:
- Active — enabled and will run on schedule
- Inactive — saved but paused
- Auto badge — the rule runs automatically
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.
Pre-built rule examples
The seeded account ships with three example rules:
| Rule | Criteria |
|---|---|
| 90-Day Click Inactivity | No clicks in 90 days, LTV > $50 protected |
| Dead Profile Purge | No opens, clicks, or purchases in 365 days |
| 180-Day No-Open Cleanup | No opens in 180 days, LTV > $200 protected |