I was meeting with a colleague this past weekend and we were discussing email marketing. The conversation went something like this:
Me: So how many people are on your email list?
Colleague: about 3,000
Me: And how many of those people are actually opening the email?
Colleague: Not many. I feel like we have a low open rate and very few click-throughs. I don't understand it.
Me: Have you gone through the list recently to see who is on there and reach out to them individually?
Colleague Hmm. No. I'll bet there are some folks on there who don't even realize they are on the list. I'll have to try that.
It's a simple question, but an important one. If the people on your email list are not responding or doing anything. If they aren't true fans, then how powerful is that email list? Wouldn't it make more sense to have a targeted group of 500 people who anxiously await every email from your company, then 3,000 who are just saying "meh" when it arrives in their inbox?
Take the time to check in with the folks on your mailing list and see if they actually enjoy being there or if they are just squatters who are hanging out on your list because there's nothing else to do.
The more concentrated that list, the more powerful it is and a strong permission-based tiny list, will beat a nonchalant gigantic list every time.