Your emails are useless unless they actually make it to the user’s inbox. — Neil Patel
Morning Brew has over 2 million email subscribers. However, in a podcast episode, co-founder Alex said that he doesn’t care about that number (other than for marketing/PR purposes I suppose). He cares about the number of people that actually open and read, reply, and share.
A small list of engaged and active subscribers, those who interact with your email and care about your brand, is much more valuable than a larger list of inactive subscribers. Using the latter as your success metric can blind you from seeing the real email performance. It can also hurt your email domain reputation as email service providers penalize you for having high hard bounce rates & non-opens.
The implication? Those who want to read your email won’t see them because emails would end up in the spam folder. Your emails are useless unless they actually make it to the user’s box. The fix? Get rid of dormant subscribers.
But before you do, try a re-engagement campaign to win back some of those hard-earned subscribers.
For those that still don’t show any engagement, it’s wise to do a Marie Kondo purging. It will be emotional, but keeping them won’t make you happy.
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