Flowgear · Email

Brevo Email Performance and Keep/Kill

All retained Brevo automation history · 2024-11-20 → 2026-07-24. Email owns Partner/Advisor and Customer Success. Ads own net-new customers.

Recommendation: do not overhaul and ramp volume

Unique CTR (2.9%) is in a normal B2B SaaS band, but unsubscribe (1.17%), bounce (3.7%), and block (6.5%) are unhealthy — and most sequences are idle with weak enrollment. Overhauling everything or sending more campaigns would burn time on a broken list machine. Keep email narrow: fix deliverability, run two programs (Advisor + CS), archive the rest. Put net-new demand effort into ads, not Brevo TOFU nurtures.

12,483Delivered
2.9%Unique CTR (vs ~3.2% SaaS)
1.17%Unsub (healthy <0.5%)
6.5%Block rate of requests
10.9%Unique open (directional)
26.9%CTOR among openers
3.7%Bounce (healthy <2%)
2,639Unique recipients

What is live right now

Nearly all recent volume is Customer Success Email 6 (template 35) plus Advisor emails 4–5. Certification, Automation #1/#3/#5, Non-Tech, and B2B Referral are historically large and currently idle. July 2026 blocked-send spike is a deliverability priority before any creative work.

Benchmarks (B2B SaaS / nurture)

Reference bands for opted-in B2B nurture/automation. CTR is the primary engagement grade; opens are secondary because of Apple Mail Privacy Protection.

Metric Healthy band Concerning Flowgear Grade
Unique CTR 2.5–4% (SaaS ~3.2%); top 5%+ <2% 2.9% In band
CTOR 10–15% good <8% 26.9%* Strong*
Unique open Directional only (MPP) Do not optimize alone 10.9% Ignore as KPI
Unsubscribe <0.5% healthy >0.5–0.8% 1.17% Unhealthy
Bounce <2% healthy >3% 3.7% Unhealthy
Blocked / suppressed Near 0% Rising or material 6.5% of requests Critical

*CTOR looks strong but is MPP-sensitive (opens inflated). Trust CTR and list-health metrics more than CTOR/open rate. Sources: Salesforce-style B2B CTR bands (≈2–5%), SaaS industry CTR ~3.2%, nurture unsub healthy under ~0.5%, bounce under ~2%.

Keep / rewrite / archive

Scored for Flowgear priorities: (1) Partner/Advisor, (2) Customer Success. Net-new customer acquisition is ads, not these sequences.

Family Commercial fit Engagement List health Ops reality Decision Next move
Customer Success High (priority 2) In band (3.7%) Weak (blocks 650; unsub 0.87%) Live (660 last 90d) Keep + tighten Fix deliverability, cut copies, keep short expansion sequence
Advisor High (priority 1) In band (3.0%) Soft (unsub 0.61%) Live (247 last 90d) Rewrite Rewrite Emails 1–3; model on Email 5; enroll from partner onboarding only
Certification Medium (CS child later) Above (10.3%) Soft unsub Idle Park Best CTR historically; do not rebuild as TOFU while ads own net-new
Automation #1 Low vs priorities Above (6.9%) Healthy unsub Idle Archive Strong creative history; wrong job for current focus
Automation #5 Low vs priorities In band Poor unsub (2.2%) Idle + sprawl Archive Copy sprawl; pause all variants
Automation #3 Low vs priorities In band High bounce history Idle Archive Largest single idle template; confirm paused
Non-Tech Partner Overlaps partners In band High unsub Idle Archive Do not run parallel to Advisor until Advisor is clean
B2B Referral Overlaps partners Below CTR OK unsub Idle + copies Archive Fold any useful asks into Advisor later
Padel / Misc None n/a n/a Negligible Archive Event one-offs; leave archived

Keep + tighten

Customer Success

Matches priority 2 and still sending. Retire duplicate copies. Improve Email 6 CTA. Do not prospect cold leads on CS templates.

Rewrite

Advisor (68 sequence)

Matches priority 1. Email 5 CTR 8.1% is the model; Emails 1–3 are weak. Shorten to 3–5 emails. Enroll only from partner onboarding.

Archive / park

Everything else

Automation #1/#3/#5, Non-Tech, B2B Referral copies, Padel: pause into an Archived 2026 folder. Certification: park (best historical CTR; optional later as a CS child, not a TOFU rebuild).

90-day email strategy

Fewer sequences, clear jobs. Ads create net-new customers; email nurtures partners and expands customers.

  1. Stabilize deliverability first. Investigate Mimecast blocked-sender / July block spike on CS sends; suppress hard bounces; pause dirty lists before rewriting copy.
  2. Archive the sprawl. Pause Automation #1/#3/#5 copies, Non-Tech, idle B2B Referral, Padel. One Brevo folder: Archived 2026.
  3. Run only two active programs. Advisor/Partner (3–5 emails, rewrite front) and Customer Success (short expansion sequence, no cold prospecting).
  4. Do not rebuild Certification or TOFU nurtures while ads own net-new demand. Optional later: certification nudge under CS.
  5. 90-day success metrics. Unique CTR ≥3%, unsub ≤0.5%, bounce ≤2%, block trend down. Secondary: partner referrals and CS expansion actions — not open rate.
  6. Put focus elsewhere. Partner/CS enrollment ops, deliverability, ad creative/landing for net-new, sales follow-up on partner leads — not eight more Brevo templates.

Family leaderboard vs benchmarks

Lifetime unique CTR graded vs band. Recent 90d shows what is actually sending now.

Family Delivered CTR vs band Unsub Unsub grade Recent 90d Decision
Automation #5 2,776 4.3% In band 2.2% Below 0 Archive
Customer Success 2,747 3.7% In band 0.87% Below 660 Keep + tighten
Non-Tech Partner 2,007 4.2% In band 1.4% Below 0 Archive
Certification 1,430 10.3% Above 0.98% Below 1 Park
Automation #1 1,294 6.9% Above 0.08% In band 0 Archive
Advisor 979 3.0% In band 0.61% Below 247 Rewrite
Automation #3 750 4.0% In band 1.33% Below 0 Archive
B2B Referral 486 2.3% Below 0.41% In band 0 Archive
Padel Partner 9 11.1% n/a vol 0.0% In band 0 Archive

Advisor sequence (68) — priority program

Rewrite Emails 1–3; Email 5 is the creative model. Live volume is mostly Emails 4–5.

Step Template Delivered Open % CTR Unsub Subject
Email 1 79 · 68 - Email 1 131 29.8% 1.5% 0.76% Debbie - Flowgear Advisor - register your lead!
Email 2 81 · 68 - Email 2 129 23.3% 1.6% 0.78% Flowgear Advisor - Do you know any IT Managers?
Email 3 82 · 68 - Email 3 126 28.6% 0.8% 0.0% Flowgear Advisor - Do you know any department heads?
Email 4 83 · 68 - Email 4 126 19.8% 3.2% 0.79% Why should you register your Flowgear Advisor lead?
Email 5 84 · 68 - Email 5 124 21.8% 8.1% 0.81% Flowgear Advisor - quick reminder

Customer Success sequence — priority program

Keep and tighten. Email 6 carries nearly all live volume; Email 4 CTR is soft. Retire duplicate copies.

Step Template Delivered Open % CTR Unsub Subject
Email 3 32 · Email 3 Customer Success 712 20.8% 5.2% 0.84% What Would You Automate if Your Systems Could Communicate?
Email 3 copy 33 · Email 3 Customer Success_copy 697 18.8% 3.3% 0.86% (copy — retire)
Email 4 34 · Email 4 Customer Success 678 17.7% 2.4% 1.03% Integration is Easier Than You Think
Email 6 35 · Email 6 Customer Success 657 30.9% 3.8% 0.76% The Integration You’ve Been Waiting for is Already Here!