It's not the size that matters

Published 3 months ago • 3 min read

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Imagine waking up each day to sales notifications in your email.

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Stop Holding Onto Unengaged Subscribers

A client once launched a massive promotion to over 500,000 subscribers, expecting six-figures in revenue.

It was a membership that was meant to be the core offer for the business moving forward.

Instead, they barely cracked $50,000.

The problem? A large portion of their list wasn’t engaging.

You might be wondering why this matters to you. Especially if don’t have 500,000 subscribers and feel like you’ve got an engaged list.

Well, understanding the importance of a healthy email list can transform your email marketing strategy, leading to better deliverability, higher engagement, and more effective campaigns that lead to conversions.

But here’s the catch - many people struggle to grasp this concept. Why?

  • Fear of Losing Numbers: There’s a common misconception that more subscribers automatically mean more success.
  • Uncertainty About How to Clean a List: Not knowing where to start or what tools to use can be a roadblock.
  • Worries About Engagement: What if you clean your list and those left don’t engage?
  • Time and Effort: Some think it’s too time-consuming and not worth the hassle.
  • Misunderstanding the Metrics: Not knowing how to interpret email marketing metrics can lead to inaction.

Overcoming these challenges is easier than you think, and the rewards are well worth the effort.


🍃 Start with a List Audit

First things first: conduct a thorough audit of your email list.

There are telltale signs that your email list needs cleaning.

Then you want to really get down to the nitty gritty and run a check on your list.

A healthy list means better engagement and a higher chance of your emails landing in the inbox, not the spam folder.

One of my clients, after auditing and cleaning their list, saw a 21% increase in open rates and a significant boost in click-through rates. This directly translated into higher sales and better campaign performance.


🌱 Focus on Engagement

The next step is to identify and re-engage cold subscribers.

A common mistake here is to hold onto every subscriber.

It’s better to let go of those who aren’t interacting. Outside of the vanity metric and your ego, having someone not looking at your content hurts every aspect of your business.

Holding onto unengaged subscribers can harm your email deliverability and distort your campaign metrics.

It can cost you more money per month on your email service provider bill.

Cleaning your list of these subscribers can significantly improve your overall email performance.


🌲 Implement Regular Maintenance

Finally, make email list hygiene a regular practice.

This is not just a one-off task but an ongoing process that ensures sustained success in your email marketing efforts.

Keeping your list clean is like tending a garden.

Regular maintenance ensures that your subscribers remain interested and engaged. This leads to a more loyal audience, better deliverability, and, ultimately, higher conversion rates.

A well-maintained email list is more than just a list of contacts; it’s a community of engaged individuals who are interested in what you have to offer.

By focusing on the health and engagement of your list, you’re setting the stage for a successful and sustainable email marketing strategy.

For more in-depth insights and a step-by-step guide to cleaning your email list, check out my detailed article here: How to Clean Your Email List.

Remember, the key to email marketing success is not the size of your list but the quality of your engagement.

Keep nurturing your list, and you’ll see the rewards in your marketing results.


Tips, Strategies, Resources, and More

ICYMI: Top Video of the Week (3 weeks in a row 🔥): Single Opt-In vs. Double Opt-In

Focusing on impact from email
🍃 My take: Direct revenue attribution is next to impossible these days, but the impact of email on revenue is well proven. Val shares key metrics to pay attention in 2024

Stop Harassing People on Email
🍃 My take: There is a lot of this going around where you get harassed by setters and closers. It's my belief that this is what Google and Yahoo are cracking down on.

Smart marketing primes before the pitch
🍃 My take: YES YES YES!

Final Thoughts

Serve email subscribers.


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by Jason Resnick

I'm on a mission to simplify email marketing and automation. You don't need to know everything, but I'm here to help you understand the 80% that matters. Whether you’re a Creator selling courses, memberships, or programs online, Evergreen turns automation from daunting to doable through relatable stories and lessons six-times-a-week in no more than 2 minutes.

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