Why does the audience map come before everything else?
A recent audit for a 32k-profile meal-kit brand found that 64% of their sends went to profiles with no open or click in 120 or more days. That dead weight was not neutral. Gmail and Yahoo watch engagement when deciding inbox placement, and both enforce spam-complaint rates at 0.3%, per Google's email sender guidelines.
After we suppressed the silent segment, the brand sent 34% less mail. Revenue held flat. Complaint rate fell from 0.31% to 0.07%, and campaign click rate rose from 1.3% to 2.2% against Klaviyo's 1.69% cross-account average. The full story is in the meal-kit audience rebuild write-up.
What goes into the map?
Four layers, each built from your own data:
- Engagement scoring. Every profile gets scored on recency of opens, clicks, and site sessions. Apple's Mail Privacy Protection has inflated open rates since September 2021, so clicks and sessions carry the weight.
- RFM segmentation. Recency, frequency, and monetary value split buyers into tiers: VIPs, steady repeaters, one-time buyers, and lapsed. Each tier gets its own cadence and offer depth.
- Predictive metrics, where available. Klaviyo's models add predicted CLV, churn risk, and expected date of next order once an account has 500+ customers with 180 days of order history and 3+ orders per qualifying customer, per Klaviyo's eligibility documentation.
- Sunset policy. A written rule for when a profile stops receiving mail, gets one re-permission attempt, and then leaves the active list.
How do we research the audience beyond your list?
Your subscribers came from somewhere, and your next subscribers are gathered there right now. We use media-diet research tools like SparkToro (plans from $50 to $300 per month, which we carry for you) to see which podcasts, newsletters, subreddits, and YouTube channels your buyer profile actually uses. That channel data feeds directly into the list growth service: better signup sources, better-fit subscribers, higher engagement scores from day one.
What you receive
The Audience Audit runs two weeks and costs $3,900 fixed. You get the engagement and revenue map, a segment architecture ready to deploy in Klaviyo or Omnisend, a GlockApps deliverability baseline, and a 90-day roadmap ordered by revenue impact. The fee credits toward a program build if you continue. Details on the pricing page.