Email list size is a misleading metric. Here’s the measurement that matters more.
Transcript:
List size is meaningless, right? It’s all about engagement.
You could have a 50,000 or 100,000 subscriber list, whatever the size, but if only 20% of that list is engaging with your emails, that’s your true list size.
There is a mental safety net or feeling of safety in having a large list, but what people ignore is how many of those subscribers actually open your emails on a regular basis.
I have been in situations where companies with very large lists, the kind of list that you’re like, “Oh, I’m excited to work with them,” turn out to have 50 to 80% of those people completely disengaged. They hadn’t opened an email in six months.
If they’re not showing up and opening your emails, they’re not doing anything for your business anyway.
You’re just paying for subscribers to ignore and delete you, and you’re also hurting your email deliverability in the long run.
So, my message to you today is to stop obsessing over list size and start obsessing over email engagement.
