Hey, sorry for running a little late today, wasn’t feeling too hot this morning, but you HAVE to see this…

Something happened when I pulled segment data for one of our clients last week that I think most brands have no idea is happening inside their own account.

This brand has 64,821 active email subscribers. Solid list. Campaigns going out regularly.

Then I pulled this.

Full list: 64,821 members — $1,633,373 in attributed email revenue.

Engaged 45 days: 33,592 members — $1,628,511 in attributed email revenue.

Almost half the list. Less than $5,000 difference in revenue.

Take a second and actually sit with that.

This is happening in almost EVERY Klaviyo account with over 15,000 email subscribers.

At this point, it sounds obvious to segment your list, but this adds a needed perspective on the delta between your entire list and your most engaged segments.

Now, what does this mean?

Those 31,000 are just bloat.

And that bloat has a cost that never shows up as a line item anywhere obvious.

Every time you send to your full list, or even less engaged segments of your audience, you are emailing tens of thousands of people who have decided through their behavior that they don’t want to hear from you.

Gmail and Apple Mail track that ratio, people who engage versus people who ignore.

When it gets bad enough, they start deciding where your emails land for everyone, including the subscribers who actually want to hear from you.

Your unengaged list isn’t just dead revenue. Its actively making it harder to reach the people who are worth reaching.

Inside that unengaged portion there are almost certainly spam traps and honeypot emails doing damage you can’t see.

Klaviyo’s default behavior doesn’t help.

An email address has to soft bounce 7 times before it gets automatically suppressed. 7.

But these aren’t bouncing. These malicious email accounts are just quietly tanking your sender reputation in the background.

The gap between “delivered” and “actually landing in someone’s inbox” is wider than most brands realize, and a bloated list is one of the main reasons why.

1️⃣ Stop sending campaigns to your full list.

2️⃣ Use your engaged 180-day segment as your default send and your 90 or 45-day segment for anything promotional.

3️⃣ Use a list validation system to clear invalid, spam trap, and honeypot emails from your list

The data above shows exactly what you’re giving up by doing this. Almost nothing.

But #4

3 is the valuable part most will ignore, but it’s really super simple.

You connect your account, run the validation, and bad emails get suppressed directly inside Klaviyo using custom fields without touching a single spreadsheet.

Like this one:

This process is hands-down the simplest list cleaning process we’ve found across testing nearly a dozen platforms.

If you want to try it free, click the button below, connect your Klaviyo account, and run your first batch to see what comes back.

Reply with “LIST” and I’ll show you exactly how to pull this comparison for your own account and what to look for.

— Anthony