So if that’s you, hang tight and revisit this strategy once you’ve got those things on lock-down and you’re making money in your business or blog.
It’s more important that you’re getting in the rhythm of sending emails, finding your writing voice or style, sorting out what you want to teach or share (or what your audience wants to hear from you), and building email marketing into your calendar as a consistent task. If you’re new to email marketing, there’s no sense cleaning up your list even in the first 18 months. If I preach anything about email marketing, it’s that you do not have to do it ALL and you do not have to do it all RIGHT NOW.
Thus why I don’t love MailChimp - but that’s another discussion for another time 😉.) When to re-engage or remove cold email subscribers (Especially if you use MailChimp, keep your list super clean! They charge you for every subscriber on every one of your lists, even if it’s a duplicate subscriber. If you pay for subscribers based on the size of your list, you could reduce the cost of your monthly email platform subscription. And while you could hope that will change in a few months, it’s best to let them go and focus on keeping your current, most engaged subscribers happy.Ĭold Subscriber Downside #4 - Cost of list size No offense to you (or me!) and what we offer our email subscribers, but if they’re not interested in the content you’re sending, it’s clear they are no longer interested. Note: Open rates are not a phenomenal or trustworthy stat to measure, since there are lots of factors based on individual inbox servers that impact what’s considered “opened.” Don’t base your whole strategy on open rates changing by small, incremental percentage changes.Ĭold Subscriber Downside #3 - Clear disinterest If your open rate can make a big jump of an average 5-10%+, simply by cleaning out cold subscribers, that shows more of your true list engagement. If your open rate is typically low, say 13% - but your emails are being sent to hundreds of cold or inactive subscribers - you could see a huge jump in open rates after cleaning up your list. If people are not engaged with you and aren’t opening your emails - let alone clicking through to your amazing content or offers - then that drains your overall stats/data on list engagement. Mail servers don’t want to be part of any spam scam, so they’re going to make it harder and harder for you to show up in the inboxes of the people who DO want to hear from you.ĭeliverability is an issue all unto its own, and I’m not a total expert on the ins-and-outs, but I do know that removing cold subscribers reduces the number of red flags that can show up on mail servers.Ĭold Subscriber Downside #2 - Drains your current engagement rates
If mail servers see that a load of your emails are going unopened (or hard bouncing, say, if the recipient’s email changed), they’re going to think you’re sending spam no one wants. The downsides of having cold subscribers on your email listĬold Subscriber Downside #1 - Deliverability issuesĭud email messages on your list could be affecting your overall list deliverability.
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