Did scrubbing your newsletter list actually land more emails in the main inbox?
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Keeping an unengaged email list just to hold onto high subscriber counts almost killed our deliverability.
Inbox providers started marking our broadcasts as spam because thousands of people were completely ignoring them.
We finally set up a quarterly cleanup campaign and removed anyone who hadn't opened an email in half a year. Not only did our open rates double but our actual sales from regular updates saw a noticeable boost.
Have you ever done a massive email list purge, and did it help your domain reputation or hurt your reach?
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I'd rather have fewer readers who buy then a big list that says quite.
I've been holding onto a list full of old signups mostly because the number looks nice in reports. This post is making me rethink that.