Hi!
I’m wondering if there’s a healthy ratio of my profile counts. Ex: 100k profiles in total (50k active profiles & 80k suppressed profiles) is this healthy?
Hi!
I’m wondering if there’s a healthy ratio of my profile counts. Ex: 100k profiles in total (50k active profiles & 80k suppressed profiles) is this healthy?
Best answer by bluesnapper
Hi
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
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