Hi,
Did you know that sending fewer emails can actually help you reach more inboxes? As counterintuitive as it might sound, removing unengaged people from your list can help you deliver more messages directly to inboxes.
Just last Thursday, in a meeting with a client, we prioritized a process of email list hygiene for our upcoming sprint.
Coincidentally, I received a newsletter from Klaviyo with an email deliverability article describing 11 best practices.
I decided to check out what they had to say about list hygiene.
The article recommends that you remove unengaged subscribers from your list every month. This frequency might be a bit too often for some use cases, but there’s no doubt that you need to implement a continuous list hygiene process.
But instead of just removing people from the list, I recommend running a re-permission campaign as part of your cleaning process.
The results are usually quite surprising.
Below, you can see the results of a re-permission campaign that I am currently running.
To calculate the campaign’s return, we use the “Predicted CLV” provided by Klaviyo as the average opportunity value. This is defined as
A prediction of how much money a particular customer will spend in the next year.
Klaviyo’s definition of Predicted CLV.
Notice that this was “lost revenue” if nothing was done, but it was just within reach.
Why not check your subscriber base and see how many are critically unengaged? They are potential “new” subscribers that a good re-permission campaign can bring in for you — almost for free.
If you have questions regarding email deliverability and automation, comment below and I will reply.
Cheers,
Fabrício
