I am interested in your thoughts on list cleaning and the definition of Engagement.
There are many different business types using Klaviyo; daily deal sites, multi department eCommerce, fast fashion eCommerce all of which would expect an Engaged customer to open much more regularly than those with longer interval between re purchase eg Kitchen cupboards, Car Showrooms, etc.
We are in the online eyewear niche (mid to high end) and as majority of customers will have an eye test every 24 months and usually same for repurchase interval ( though our job is to increase frequency and indeed those who purchase online do so more frequently) we don’t expect them to open every email if they have just splashed out 300 usd on glasses that they expect to be all they need for 15-18 months. Therefore in such cases lack of open should not necessarily = unengaged, just uninterested..? Therefore suppressing all profiles without an open in 90 days may mean losing valuable profiles that would start to open emails again once they are in correct phase of buying cycle?
I would appreciate your thoughts.
I would be interested to hear what some other strategies are in this area, so thank you for asking!
A further question along this topic is when do you think we should consider an email so unengaged that we should suppress if only to reduce our spend on Klaviyo?
If a subscriber has not engaged with your emails for an extended period, it's essential to evaluate the cost-benefit of continuing to send them emails. You need to consider the cost of sending emails to subscribers who are not interested in your brand, versus the potential revenue you may generate from those subscribers in the future.
For example, if you have a high-frequency email campaign where you send multiple emails a week, you may consider suppressing subscribers who haven't opened any emails in the past month. In contrast, if you send emails less frequently, you may choose to wait a little longer before suppressing subscribers.
It's important to keep in mind that suppressing subscribers who have not engaged in some time can be a cost-saving measure, but it can also impact your overall email deliverability and engagement rates. So it's crucial to find a balance between suppressing inactive subscribers and maintaining a healthy email list.
Ultimately, the decision to suppress an email depends on your business goals and the specific circumstances of your email campaign. You may want to consider running tests to determine the optimal suppression timeframe for your subscribers, ensuring that you don't suppress subscribers who may still become active again in the future.