Great insights! Maintaining a healthy active-to-suppressed ratio is key to boosting engagement and deliverability. Love how this fosters better email hygiene and focused marketing!

Sorry, there’s a typo and I can’t edit the question. 

Is there a healthy ratio of profile counts (active profiles : suppressed profiles)? I noticed that my account has almost a 50:50 ratio of active profiles and suppressed profiles, so I’m not sure if this is a hazard

Answer:

A 50:50 ratio of active to suppressed profiles can indicate a need for list cleaning or a reevaluation of your engagement strategies. While there’s no strict "healthy ratio," a commonly recommended benchmark is to keep 80-90% of profiles active and 10-20% suppressed.

Here are a few steps you can take to address this:

1. Evaluate Suppressed Profiles:

   • Look into why profiles are suppressed (e.g., unsubscribed, bounced, marked as spam).
   • Suppressed profiles don’t harm deliverability, but retaining too many might inflate your list size unnecessarily.

2. Re-engagement Campaigns:

   • Identify inactive profiles and run targeted re-engagement campaigns. If they don’t respond, consider removing them.

3. List Hygiene:

   • Regularly clean your list to keep it fresh and focused on engaged users.

4. Segmentation:

   • Segment your audience based on engagement levels to concentrate efforts on your most valuable contacts.

Having an even ratio of active to suppressed profiles isn’t inherently a hazard, but optimizing this ratio can improve engagement and deliverability for future campaigns.

That helps a lot in gauging the benchmark for active vs suppressed profiles. Thank you!

​@cryssttoke 
 

Great question! Here's a quick breakdown:

➤50% active profiles (50k) is decent but aim for 60-70% for a healthier list.
➤80k suppressed profiles is high; consider:
➤Regular list cleaning to remove inactive profiles.

Running re-engagement campaigns to win back lapsed users.
Focus on quality over quantity—check metrics like open, click, and conversion rates for a true health check.

Hi ​@cryssttoke 

An interesting question. I can't think why the ratio of active to suppressed profiles over all time has any bearing on your account health or deliverability. However engagement (opens/clicks), bounces, and unsubscribe rate from campaigns and flows do.

An active profile is just a contact to whom you could send emails i.e they are not suppressed. They have either opted in to marketing or they have not opted in, but they haven't been opted out.

A suppressed profile is a contact who cannot receive emails because they have been unsubscribed - either they did that (unsubscribe, marked as spam), you did that (manually, webhook), or Klaviyo has done that (bounces). Suppressed profiles don't affect your Klaviyo plan.

Say you have 100k active profiles and no suppressed profiles. And for the purpose of this example, let's say you don't add any further profiles. Any campaigns and flows you send will naturally receive unsubscribes. Klaviyo considers "a great unsubscribe rate is less than 0.2%" though less than 0.3% is OK. 

If you're keeping within Klaviyo's guidelines on engagement and unsubscribes, your deliverability will be good. However, in this hypothetical example, your ratio of active to suppressed profiles will change over time because no new active profiles are being added and you are naturally receiving unsubscribes (within guidelines). At some point you may reach the 50/50 you have now, but your engagement metrics and subscribe rates are all in the green zone.

Or another common use case. You indentify that 40% of your 100k active profiles are not engaging with your emails, so you list clean and suppress them. You ratio has now changed from 100% active to 60/40 active/suppressed. That won't negatively affect your account health or deliverability, it will improve them as your engagement metrics will improve!

Happy for others to jump in and disagree!

Regards

Andy