👋 Hey friends,
If you’ve been following me for a while, you know I hammer on one thing again and again: don’t send to your whole list.
That’s rookie stuff.
Instead, you need a Base Sending Segment (BSS).
This is the foundation of healthy sending—your core group of subscribers who actually want your emails.
Sending to them protects your deliverability, builds reputation, and keeps you out of spam.
Everyone else? They can wait until you earn the right to hit their inbox again.
Before we tackle the Base Sending Segment, a quick message from Audience Bridge…
Smart Delivery
Smart Delivery boosts inbox placement by solving list decay, reputation, and engagement drop-off.
…Now let’s break it down. 👇
🧠 What’s a Base Sending Segment?
At its simplest, a BSS is your active, engaged audience. Think of it as:
Clickers → subscribers who’ve clicked in your emails
Openers → subscribers who’ve opened recently
New Adds → fresh subscribers still in their engagement window
The magic is in the timeframes. By combining these three groups, you keep your volume healthy while suppressing dead weight that would hurt your reputation.
⚙️ The Logic Behind It
Every inbox provider (Gmail, Yahoo, Outlook, etc.) is tracking engagement. They’re asking:
Do people actually want this sender’s emails?
Are they opening, clicking, or replying?
Or are they ignoring it, deleting, or hitting spam?
Your BSS ensures you’re sending to the people giving positive signals, not the ones dragging you down.
Inbox placement is earned—not assumed.
📊 Example Models Based on Send Frequency
Here’s how I recommend shaping your BSS depending on how often you hit send:
🗓 Multiple Times Daily
Clickers: Last 30 days
Openers: Last 14 days
New Adds: Last 7 days
👉 Your high frequency gives you more chances to engage, so you can use shorter windows.
🗓 Daily Senders (1x per day)
Clickers: Last 60 days
Openers: Last 30 days
New Adds: Last 10 days
👉 This is my standard “60/30/10” model. Balanced, safe, and proven.
🗓 Weekdays Only (M–F)
Clickers: Last 75 days
Openers: Last 35 days
New Adds: Last 14 days
👉 Because you’re skipping weekends, stretch the windows slightly to keep fresh readers in play.
📅 Weekly Senders
Clickers: Last 90 days
Openers: Last 45–60 days
New Adds: Last 21–30 days
👉 With less frequency, you need wider windows—otherwise, new subs might only get one chance before being cut.
📋 Takeaways
Your BSS is not static. Adjust it based on frequency, list size, and performance.
Always tighten during inboxing struggles. Expand slowly when placement is strong.
Think of BSS as your trust shield—your way of telling inbox providers, “I only send to people who care.”
✅ Final Thought
The data makes it clear: segment, personalize, automate, and simplify. That’s the path to more opens, more clicks, and more revenue in 2025.
👉 What’s the ONE engagement tactic you haven’t tried yet? Hit reply and I’ll give you a quick way to test it this week.
Chris Miquel
PS: Don’t overthink your Base Sending Segment. Start with a simple model (like 60/30/10) and refine from there. The key is discipline. Inbox placement is fragile - and your BSS is the guardrail that keeps it steady.
BEFORE YOU GO
Better Inbox Placement Starts Here
If your emails aren’t landing in the inbox, they’re not doing their job. I’ve seen too many brands struggle with deliverability issues without knowing why.
The truth is, a few key optimizations can make all the difference in getting your emails seen, opened, and clicked.
