Using contacts correctly is mostly about avoiding a few common mistakes.
Keep your approach simple, consistent, and aligned with your strategy.
Avoid waiting too long to send
Contacts are most effective when they're recent.
Send your first email as soon as possible
Delaying sends reduces engagement and performance
Do not collect contacts and wait to use them
Avoid choosing the wrong strategy
Do not default to one approach for every situation.
Your setup should match:
how often you send emails
the experience you want contacts to have
→ Not sure? Start here: What should I email my contacts?
→ Not sure? And in Klaviyo? Start here: What should I email my contacts - Klaviyo?
Avoid stopping too early
Not every contact will engage right away.
Contacts should receive multiple emails
Give them a chance to see your brand more than once
Rule: If a contact does not engage after 3 emails, stop sending
Avoid sending too infrequently
Contacts need consistent exposure.
Gaps in sending reduce familiarity
Infrequent sends lead to lower engagement
Your strategy should run continuously — whether through campaigns or flows.
Avoid using subscriber-style messaging
These contacts did not sign up through a form.
Do not use:
"Welcome"
"Thanks for signing up"
"Welcome to the family"
Instead, keep messaging:
natural
low-pressure
focused on introducing your brand
Avoid ignoring engagement signals
Pay attention to how contacts respond.
Continue sending to contacts who engage
Stop sending to contacts who do not engage after 3 emails
Be cautious of contacts who open but never click
What to do instead
Choose the right strategy
Send quickly
Send consistently
Include contacts as part of your overall email program
Use the provided segments to control who receives emails
What to do next
Not sure which strategy is right for you? → Take the quiz