Lifecycle Email Hygiene and Deliverability
Keeps welcome, nurture, and win-back sends deliverable by pruning dead addresses and retiring the flows that stopped working.
Tools
Klaviyo, Customer.io, Mailchimp, Marketo, Segment
Outcomes
Bounce and complaint rates watched every morning • Dead addresses pruned on a schedule • Flows with no results retired with a date • Unsubscribe spikes traced to a single send
Documentation
Instruction-ready detail below
What breaks
Flows are switched on in a launch week and never looked at again, so a welcome series keeps emailing people who already bought, and a discount flow runs years after its reason expired. Lists grow unchecked, bounces climb quietly, and inbox placement suffers long before anyone connects it to the list.
What the workflow does
- Check bounce, complaint, and unsubscribe rates each morning, per list and per flow, not just in total.
- Trace a spike to one send, one segment, and one subject line before the rate has time to settle.
- Prune hard bounces and long-unengaged addresses on a schedule, and keep the suppression list as the single source of truth.
- Review flows with no conversions in sixty days and recommend a fix, a rewrite, or a shutdown date.
- Hold SMS sends to the same suppression list, so someone who opted out is not reached on another channel.
What a human still approves
The lifecycle owner decides which flows to rewrite and which to retire, and signs off on any change to send volume or frequency. Nobody is unsubscribed or re-permissioned without a person agreeing to it.