Ten actions, ranked, every one traced to a measured finding in the
KPI pack. Sizes are measured, not estimated,
except where the item says otherwise.
How to read this. Click any item to open it. Each
one carries what it is worth, what it costs, and the panel in the KPI pack that proves it.
Do this week
These are cheap and the evidence is unambiguous.
1
Make the backup account's re-engagement count in the main account
6,808 people back into the mailable base
Half a day · Klaviyo
The April to June re-engagement worked: 7,660 people opened or clicked. Only 816 of them read as engaged here, because the suppression segment is built on this account's own open and click metrics and the backup account has its own. 6,808 people who demonstrably came back are still being suppressed from every send. Sampling both groups confirms the mechanism: of those released, 88% had opened an email in the main account and 32% had placed an order, so a purchase does release them automatically. Of those still held, none had done any of the three.
Write a custom event, say Re-Engaged Offsite, into the main account for everyone on the recovered list.
Add that event as an exemption on the unengaged segment so it releases them.
Run the next re-engagement from the main account instead, or repeat the write-back each time.
5,461 of July's 6,254 SMS opt-outs were people replying STOP. 2,564 of them came from the Independence Day series alone: six sends in six days, with the same message split into separate morning and afternoon versions. August repeated the shape with Black Seed Oil split three ways. The list has shed 10,240 people since the migration and this is the largest single cause.
Set a ceiling of one SMS per subscriber per day and no more than three or four a week.
Stop duplicating a send into morning, afternoon and night variants against the same audience.
Treat the migrated cohort gently; they carry 71% of the churn and were signed up at a much lower cadence.
Turn off Postscript's automations; leave its campaign sending alone
372 automation clicks since 1 July, on flows Klaviyo already runs
Toggles in Postscript · Email & SMS
Postscript stays installed on purpose for manual campaign sends, and that part behaves: 4,269 of the 4,659 link clicks since 1 July are Campaign. But 372 are Automation, and every automation still firing is one Klaviyo also runs: Browse Abandonment, Abandoned Cart, Welcome Series, Abandoned Checkout. Those are clicks, not sends, so the send volume behind them is several times larger, and the same person can sit in both. Latest event 2026-08-28. There are also 17 pop-up clicks, so a Postscript pop-up is still live somewhere.
Switch off Browse Abandonment, Abandoned Cart, Welcome Series and Abandoned Checkout in Postscript; Klaviyo runs all four.
Switch off the PS OB automations: Order Shipped, Customer Win-Back, Product Added to Cart, Loyalty Offer.
Find the remaining Postscript pop-up and retire it, since STUCB3 does that job now.
Finish the capture surfaces, then measure them one by one
7 of 10 live forms already collect a phone number
Mostly built; the gap is measurement · Email & SMS
This is largely done. 7 of the 10 live forms take a phone number, 5 carry a teaser and 5 use exit intent, including phone-only asks and funnel-specific Meta lead-gen forms. What is missing is not more forms, it is knowing which of them pays. In August the main sign-up pop-up produced 999 of the 1,135 form-sourced SMS opt-ins on its own; every other form together produced 136.
Report SMS opt-ins by form id every month so a surface doing nothing becomes visible.
Confirm the three site-level asks Klaviyo cannot show: thank-you page, footer field, launch-blog pop-ups.
Retire or rebuild anything contributing near zero rather than leaving it live.
9,049 people tried to opt in to SMS between 21 June and 18 August and 70% never landed consent. 4,830 of them never had a number captured at all, so no phone-based segment can see them. These people walked up and pressed the button, which is a stronger signal than anything else in the recoverable pool.
Move the claim page off vercel.app onto a brand domain before sending anything.
Pilot to 1,000 weighted to existing customers, then the rest.
One dedicated email and one reminder, kept clear of promotional sends.
Save the exclusion stack as a preset and clear the dead lists
8 of 44 sends were missing at least one exclusion
An hour · Email & SMS
The nine hygiene exclusions are re-selected by hand on every campaign, so sends drift. One of the eight hygiene lists is empty and is being carried out of habit.
Save the standing exclusion set once and apply it to every campaign.
Retire the empty list rather than keep selecting it.
Fix the two dark flows and check the eleven that fire on 13 September
2 dark, 11 about to go live
A morning · Email & SMS
[BFS] Supercharged Cocoa Flavanols — Skip-Save and [BFS] Longevity Coffee — Skip-Save and [BFS] Skip-Save — Mid Risk (multi-product) and [BFS] Serious Creatine — Skip-Save and NMN NAD+ LP Ebook Orders and [BFS] Magnesium Sleep Aid — Skip-Save and [BFS] Sleepy Cocoa — Skip-Save and [BFS][SMS] Abandoned Cart [Retention] and [BFS] Post-Purchase Educational — NMNH both carry send steps and short delays yet produced nothing in 30 days. Separately, 11 Subscribe & Save flows built on 15 July have a 60-day first delay, so they all start sending on 13 September. Nobody has reviewed their copy since they were built.
Diagnose the two dark flows: trigger, filters, and whether anything can still enter.
Review the 11 Subscribe & Save flows before 13 September, not after.
Revenue per day is up 18% since January and buyers per day up 11%, but all of that is the existing base buying more often. First-time customers per day fell -9% while repeat orders rose +11%. Email cannot fix acquisition, but every month the list grows faster than the buying base, each name is worth less.
Decide whether the goal for the next quarter is more names or more first-time buyers.
If it is buyers, the pop-up and blog programme is the wrong lever and paid or partnerships is the right one.
Anyone with no open or click in 180 days is already excluded from most sends, so the fall is not dead weight dragging an average down. It is happening among people who were engaged, which points at content, frequency or inbox placement.
Re-test the 180-day window: is it still the right cut, and does a slice of the suppressed group pay?
Check frequency against the engaged cohort specifically, the way we did for SMS.
The imported affiliate addresses are consented, and we are mailing them
9,581 of 11,428 carry SUBSCRIBED consent
A decision · Email & SMS
Checked, not assumed: 9,581 of the 11,428 profiles on the TikTok affiliate list hold email marketing consent of SUBSCRIBED, timestamped to the 2026-04-07 upload itself rather than to any form submission. The other 1,847 have since unsubscribed. So they are consented in Klaviyo's eyes, they are in the mailable base, and they sit inside every rate on the KPI page.
Decide whether consent set by an import is consent we are willing to mail on.
If yes, tag them so they can be reported separately and never quietly move the account averages.
If no, suppress them; that also lifts every rate the pack reports.