Here’s why I regularly delete my email list…

Here’s why I regularly delete my email list…

There’s a lot of information online about why you need 10,000+ people on your mailing list.

“That’s where the real money is…That’s the only audience you can control…You’re only a successful business person if you’ve got the biggest list around.”

I don’t buy it.

In fact, here’s how some of my email lists currently break down:

  • My main mailing list: 702 people (with around 200 about to be deleted)
  • My Instagram mailing list: 62 people
  • My marketing strategy mailing list: 51 people

It’s not about the size of the list, it’s about the strategy behind it.

That’s why I have multiple smaller lists segmented by the different services I offer – so I’m speaking to people about the topics they care most about.

And, unlike those “gurus” with 10,000+ people on their lists, I purposefully keep mine small – and I’m not afraid to be honest about how many people are on it (and how many people are actually reading what I send).

After every 5 emails I put out there, I remove anyone who hasn’t opened the last 5.

It’s one of the ways I’ve achieved an 81.8% open rate (when the average for my industry is 18%).

And here’s what that means for my business…

It gives me the opportunity to really get to know the people on my list. To engage in conversation, find out more about them and help serve them better going forward.

It helps me build my client pipeline authentically. I couldn’t work with 10,000 people a year even if I wanted to, because I give my clients my full attention and best strategies – tailored to their business. There’s no cookie cutter approach here!

Even in my group programmes, I purposefully keep the groups small so everyone gets plenty of one-to-one support. It’s part of the reason why my clients refer to me as their “cheerleader”, “fairy godmother” and “magical marketing unicorn” (that one’s my personal fave 🦄).

So keeping my list small means I’m nurturing and converting these great relationships, and I can be available to my subscribers when they need me.

It’s the ‘community building mindset’ in action.

And when I work with clients on their email marketing strategies, we focus on attracting buyers rather than subscribers. We measure open rates, engagement rates and most importantly, conversion rates.

So if you’re not getting the results you’d like from your email list, here’s 3 things you can do to improve it right away:

1. Remove anyone who hasn’t engaged with your recent campaigns. Most email platforms (including Mailchimp) will enable you to filter them out and take them off your list.

2. Ask your remaining subscribers what they’d like to know. Treat your emails like a two-way street instead of an information blast. Focus on serving instead of selling.

3. Stop worrying about the size of your list – and unfollow any ‘gurus’ who make you feel bad. you don’t need the negativity and it’s the engagement that counts!

If honest marketing tips and insights about the highs and lows of running an ethical business would help you, you can join my list here. I only email when I’ve got something to say, and I’m always open to topic suggestions so please hit reply if there’s something you’d like to see.

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