For Matt and Brittanie McCoy | Prepared by Nicholle Greaves
Primary audience volume delivered into market.
Awareness exists, but it is not broad enough yet.
The clearest sign of a message and offer alignment issue.
Deliverability is strong and sender reputation remains intact.
Contacts are noticing the brand before acting on it.
Action is materially underperforming relative to reach.
List validation should happen before the next send.
Weak conversion does not appear to be a brand trust problem.
Deliverability is strong and sender reputation is intact. The performance gap is between opens and action. A 2.5% click-to-open rate points to a content and offer alignment issue, not a brand trust problem. The 4.25% soft bounce rate should be resolved with a list validation pass before the next send.
Insight: 82% of the subscriber base has never opened an email. The list is not hostile. It has not been given the right entry point.
Next Step: The Agents (No Opens) segment will be the first test group for a B2C-first content approach. Rather than leading with the agent partnership pitch, this segment will receive a sequence built around personal discovery of the product, the brand story, and the Love Your Neighbor principle as a human value. The goal is a first open, then a first purchase, before any professional conversation begins.
Every segment in this list is labeled as an agent group. This is not a mixed consumer list with some agents in it. This is a list built around insurance agents and marketed to them as professionals. That distinction changes everything about how the engagement numbers should be read.
When the full list is viewed through that lens, the segment data tells a more specific story. These are not disengaged consumers. They are professionals who have not yet been given a reason to engage with Good Neighbor Coffee in a way that fits how they think about themselves outside of work.
0% across all metrics
The largest group has received professional-facing content and returned zero signal. A professional does not act on a vendor pitch unless the personal relationship exists first. This group has not yet been approached as people.
79.48% open
0% click
These agents recognized the sender and opened. That is a relationship signal, not a purchase signal. The offer that followed did not match where they are in the trust journey. The door is open. The ask was premature.
66.67% open
46.67% click
This group crossed from awareness into interest. They evaluated. Something in the purchase path, the offer, the price point, or the framing stopped them. These are warm agents one conversation away from converting.
100% open
100% click
These two agents have behaved like buyers at every step. They are almost certainly known to the brand at some level. A personal conversation, not another email, is what closes this segment.
An agent who is sold to as a professional before they are known as a person will stay cold. An agent who discovers Good Neighbor Coffee as a personal customer first will arrive at the partnership conversation as an advocate, not a prospect. The sequence is the strategy.
Every agent on this list is a consumer every single day. They drink coffee. They make emotional buying decisions before rational ones. The B2B framing asks them to think like a business operator. The B2C framing asks them to think like a person. The second ask is always easier to say yes to first.
The Love Your Neighbor brand message is built for this. It is a human-level value proposition before it is a business one. The content strategy should honor that order consistently, and the agent-specific conversation should only begin after the personal one is established.
Lead with the product and the story. Introduce Good Neighbor Coffee as a personal discovery. No agent programs, no partnership language. One offer, one reason to buy.
Build the relationship. Brand story, sourcing, customer voices, behind-the-scenes content from Matt and Brittanie. Let professional context emerge naturally from the community.
Introduce the professional bridge. Frame the agent opportunity as an extension of something the contact already loves and uses. This conversation is easier when Stage 1 is complete.
Reach out personally to the 2 Multiple Click contacts. Run a list validation pass on the full 1,058 to resolve soft bounces.
Launch a 3-email conversion sequence for the 18 Clicks contacts. Test a plain-text personal-voice email for the 182 Opens group. Send a two-email re-engagement sequence to the 919 No Opens, then suppress non-responders.
Build the full three-stage nurture sequences. Add audience self-identification to all new opt-in forms. Standardize a 20:00 to 21:30 send-time window based on engagement data.
goodneighborcoffee.com | 918-625-3121
Prepared by Nicholle Greaves | Confidential | April 2026