Are you spamming subscribers?

I just started working on a new Klaviyo account, selling household products.

They have 17,000 email subscribers. 

Sending one email campaign per week.

The founder David said: “We prefer not to spam our subscribers”.

But I saw good open rates and high click rates. 

More importantly I saw excellent purchase rates.

Their last 30 days they made:

$21,599.44 in sales from their 4x weekly email blast.

I asked David if we could run an experiment.

“Can we TRIPLE the amount of emails we send to the list for 30 days?”

We’ll see if people complain, and how sales are affected.

He wasn’t too keen but he gave me the go ahead.

Instead of 4 emails we sent 15 👇

Sales generated: $81,837.56 (15 emails sent)
VS Previous Month: $21,599.44 (4 emails sent)

THE GOOD:
→ Revenue increase: +$60,238.12
→ 3.8x more revenue than Month 1
→ Click rates improved: 0.47% to 0.65%

THE BAD:
→ Drop in open rates: 3% decrease (47% → 44%)
→ 5 complaints: 65,586 emails sent (0.0076% complaint rate).

Turns out the bad wasn’t so bad.

With proper segmentation and the right strategy, they unlocked $60k in extra sales.

It was worth “annoying” a few subscribers.

It’s very easy to panic when a handful of people say “stop emailing me”.

But the reality is that we are running a business, and are here to sell.

If you want me to show you how to implement a similar strategy, see here. 

Daniel Filipe