I have 38,144 customers on my Newsletter, I was going to send my first email via Klaviyo for a Veteran’s Day sale that starts tomorrow, I created a 30 day engagment segment just like on this page: https://help.klaviyo.com/hc/en-us/articles/360027226471-Guide-to-Your-First-Send; but it returned 38,140 customers - is it too many to send?
Best answer by cassy.lee
Regarding your first email send, I would absolutely caution you from sending your first email out to 38,140 customers. This is a very large group, and we typically tell our customers to not exceed 10,000 for the first week. Please take a look through this article, which goes into more details on warming your segment. Specifically, you should review this section of the article, which gives an overview of how to tighten up your engaged segment so that you’re not sending to a large list.
Here’s a snippet from that article, but I do recommend taking a look through the whole guide as it’s very informative on the best strategy to ensure your have the best sender reputation
If your 30-day engagement segment results in a very large group of profiles, consider the following:
- Tighten the criteria of your segment
For example, tightening a 30-day engaged segment to 14-day engagement will shrink the segment size.
- Use throttling or smart send time
This allows you to send X amount of emails over the course of Y hours. For example, if you have 10,000 profiles in this segment, and want to send 1000 per hour, send to 10% of your segment instead of all at once, and break up sending over time.
- Take random samples of the engaged segment
Taking random samples of your segment will allow you to send your desired amount of campaigns despite the size of your segment.
You want to be conservative in your sending during this time, and strive for as high of engagement as possible. For subsequent sends, and as long as you're getting open rates above 20%, you can create a similar segment and relax the engagement criteria to 60 or 90 days. Continue with this strategy for a couple of weeks, and then further relax your engagement criteria to 120 or 180 days.
Hope this is helpful!