When open rates fall, teams blame the channel. More often the list has filled with addresses that stopped reading a year ago, and inbox providers have noticed.
Signs your list needs cleaning
- Open rate falling while list size grows
- More mail landing in promotions or spam
- A large share of subscribers with no click in six months
The clean-up
Segment anyone inactive for 180 days. Send them two honest re-engagement emails. Remove whoever stays silent. Your list gets smaller and your revenue per send goes up.
Keeping it clean
Use double opt-in, set expectations on the signup form, and make unsubscribing easy. A subscriber who leaves cleanly is better than one who marks you as spam.
