DIDO Agency
Client: BEAUTIFIEDYOU
Email channel health — March 2026
March 2026 snapshot
Strategic summary
77/100
GOOD · Grade B
DIDO Score dropped 86→77. Strong engagement and automation. Core issue: email revenue contribution (12%) declining while business grows.
11.0Revenue
20.0Engagement
17.1List Health
12.8Deliverability
16.0Automation
Company Revenue$265K
↑ +6.5% vs Feb
Email Revenue$31,827
↑ +11.8% vs Feb
Email % of Co.12.0%
↓ Target ≥15%
Total Orders291
Flows + Campaigns
SMS Revenue$133
↓ −98.6% vs Nov
Email vs company revenue — 6-month trend
Email contribution declining while business holds flat
Month
Co. Rev
Email Rev
Email %
MoM Δ
Oct 2025
$227K
$36,371
16.0%
—
Nov 2025PEAK
$337K
$79,024
23.4%
↑ +117%
Dec 2025
$199K
$34,074
17.1%
↓ −57%
Jan 2026
$254K
$31,922
12.6%
↓ −6%
Feb 2026
$249K
$28,471
11.4%
↓ −11%
Mar 2026NOW
$265K
$31,827
12.0%
↑ +12%
March email split
Campaigns 45% · Flows 55%
Channel KPI status
Email % of company12% — below 15%
Flow open rate39.8% — good
Flow conv rate0.47% — below 1%
Deliverability score64/100 — monitor
Active subscribers144,783 growing
✓ What’s working
- Flows generating $17,264 — Welcome Newsletter best at $4,110 (+40% MoM)
- 13 campaigns executed: $14,194 revenue, 137 orders
- Supplements Sign-up breakthrough: $1,669 at $208 AOV in first real month
- Exit Intent RPR $6.43 · Site Abandonment RPR $5.61 — highly efficient
⚠ Core concern
- Email contribution fell 23.4% → 12.0% while company revenue held flat
- Q1 2026 email $92K — down 38.3% from Q4 2025 ($149K)
- Post-Purchase: 0 conversions on 5,226 recipients — $1,500+/mo missing
- SMS collapsed: $133 in March vs $9,449 in November (−98.6%)
→ What to do next
- Fix Post-Purchase flow immediately — check CTA links, mobile rendering, attribution
- Rebuild SMS Welcome — was $5,916 in Mar 2025, now $0
- Scale Exit Intent popup coverage — RPR $6.43 but only 130 recipients
- Target email ≥15% of company revenue by June 2026
Flow Revenue$17,264
↑ +4.2% vs Feb $16,572
Conversions154
↑ +4.8% vs Feb 147
Recipients33,319
↑ +10.5% vs Feb 30,166
Open Rate39.8%
↓ −4.3pp vs Feb 44.1%
RPR$0.518
↓ −5.7% vs Feb $0.549
Campaign Revenue$14,194
↑ +13.1% vs Feb $12,545
Campaigns Sent13
↑ +18.2% vs Feb 11
Emails Sent1.66M
↑ +26.4% vs Feb 1.31M
Open Rate29.98%
↓ −3.9pp vs Feb 33.9%
CTR0.081%
Below 0.10% target
Health Score64/100
↓ −1pt vs Feb 65
Hard Bounce0.145%
Excellent
Unsub Rate1.78%
Action needed
Spam Rate0.061%
Excellent
Recipients142,713
↑ +1.0% vs Feb
64/100
C — MONITOR
Score = Hard Bounce (34.2/40) + Spam (27.8/40) + Unsub (2.2/20). Hotmail/Outlook is the #1 concern — 67.9% of all spam signals. Unsubscribe rate 1.78% is elevated. Feb score was 65/100.
Bounces by inbox provider — March 2026
7,831 total bounces
Hotmail/Outlook ⚠
51.8%
152 spam
Gmail
18.1%
—
Office 365
10.5%
—
Yahoo/AOL ⚠
5.8%
54 spam
Apple
5.4%
—
Other
9.0%
14 spam
Scorecard — Mar vs Feb
| Metric | Mar | Feb | Status |
|---|---|---|---|
| Hard Bounce | 0.145% | 0.088% | OK |
| Soft Bounce | 5.649% | 4.527% | Good |
| Spam Rate | 0.061% | 0.064% | Excellent |
| Unsub Rate | 1.78% | 1.84% | Action |
| Hard bounces # | 207 | 125 | Up |
HIGH — Hotmail/Outlook
152 spam complaints — 67.9% of all spam signals.
→ Create Outlook engagement segment. Suppress @hotmail/@outlook with 0 opens in 180+ days.
HIGH — Suppression 1.9× Active List
276,107 suppressed vs 144,783 active — ratio will grow without fresh acquisition.
→ Monitor monthly. Audit acquisition sources. Strict double opt-in for re-acquisition.
MEDIUM — 2,158 Bounce Suppress Profiles
Still technically subscribed. Should be formally moved to suppressed list.
→ Run monthly automation: zero opens all-time → move to master suppressed.
MEDIUM — 36,816 Inactive on Active List
No engagement in 240+ days. Sending risks inbox placement for engaged subscribers.
→ Route to re-engagement flows only. Consider 365-day sunset policy.
LOW — Google Postmaster Tools
Gmail domain reputation not visible without registration.
→ Register beautifiedyou.com at postmaster.google.com.
Active Subscribers144,783
Emailable · not suppressed
Suppressed276,107
1.9× the active list
Engaged 60-Day61,813
42.7% of active list
Engaged 240-Day107,967
74.6% of active list
SMS Subscribers9,431
Active US opt-ins
List composition
420,890 total profiles in Klaviyo
34.4%
Active rate
25.4%
Inactive on active list
Engagement breakdown
As % of active list (144,783)
Engaged 60-Day
42.7%
Engaged 240-Day
74.6%
Inactive 240d+
25.4%
Bounce Suppress
2,158
| Segment | Type | Profiles | Purpose | Note |
|---|---|---|---|---|
| Master List (Not Suppressed) | Foundation | 144,783 | Primary send audience | Auto-updates on consent change |
| NEW Master Suppressed | Suppression | 276,107 | Cannot receive marketing | ⚠ 1.9× active list size |
| Engaged 60 Days | Engagement | 61,813 | Core warm audience | Use for high-frequency sends |
| DIDO | Engaged 240 Days | Engagement | 107,967 | Max safe send audience | Anyone outside → re-engagement flows |
| [EXCLUDE][SUPPRESS] Bounced | Suppression | 2,158 | Bounced but still subscribed | Action monthly — suppress hard bounces |
| SMS SUBSCRIBERS (US) | SMS | 9,431 | Active US SMS opt-ins | Enforce double opt-in |