Here’s the direct, data-based answer, based on 130 million+ emails sent over the past 18 years, followed by the “why.”
1-2 times per week. That’s it. (Excluding your flows). Over time, this will squeeze the most revenue possible from your list.
This is a part of the reason that my clients average 31% of the revenue from Klaviyo email.
And the reason this works best is because it focuses on the long-term, lifetime value of the customer.
In the past few years, I’ve noticed that all sorts of agencies run by young 20-somethings are HAMMERING their clients’ lists and operating in a turn-and-burn business model.
They make outrageous claims and guarantees, they onboard the new client, start hammering the list with daily emails, and increase revenue in the short term.
But 60-90 days in, the client sees a MASSIVE drop in email revenue, and they are forced to fire the agency.
When you hammer a list, ATTRIBUTION goes up. Since emails are sent daily, more sales THAT WOULD HAVE HAPPENED ANYWAY are attributed to email.
But then spam rates skyrocket. And unsubscribes go through the roof.
And UNSUBSCRIBES are the metric that almost every agency ignores. Or if they do pay attention, they look at the wrong metric: the unsubscribe rate per email sent.
When you send 5 emails a month, and each email has a 0.5% unsubscribe rate, you’re loosing 2% of your list each month.
But when you start sending 30 emails a month, even if the unsubscribe rate per email remains the same (and it always does), you are now loosing 15% of your list each month!
For example, I recently had a client get suckered into an agency that does this.
This client had an average of 38 unsubscribes per week with me.
In the first week alone with the new client, he had 143 unsubscribes! That means he lost 105 extra clients in 1 week, or 420 clients a month!!
Those are 420 people, times an average LTV of $671, that are GONE FOR EVER, each and every month!
This new agency is destroying his business.
1 campaign email per week is the sweet spot. This is based on actual data, not “gut” feelings. This is what works.
If you found this helpful, here are 5 more data-based Klaviyo email marketing tips:
https://dave-clabeaux.mykajabi.com/5-klaviyo-hacks-version-2
