How to Remove Non-Clickers from Email List

Maintaining a bloated subscriber list filled with unengaged contacts can severely hinder your email marketing performance. Engagement trumps numbers any day. But why purge unengaged subscribers? 1. Enhanced deliverability:  → Email service providers monitor engagement metrics. → A high volume of unopened emails can flag your content as spam, reducing inbox placement. 2. Cost efficiency:  → Many email platforms charge based on subscriber count. → Removing inactive subscribers can lower costs, allowing you to allocate resources more effectively. 3. Accurate analytics:  → A refined list ensures that your open & click-through rates reflect genuine interest, providing clearer insights into campaign performance. Here are a few actionable steps: a. Identify inactivity:  → Define what constitutes an inactive subscriber for your business— e.g., no opens or clicks in the past 90 days. b. Re-engagement campaigns:  → Before removal, attempt to rekindle interest with targeted emails offering value or asking for feedback. c. Regular maintenance:  → Schedule periodic list clean-ups to ensure ongoing engagement & list health. By proactively managing your subscriber list, you: → Protect sender reputation → Enhance engagement → Ensure your messages reach those who truly value them How often do you audit your email list for engagement? Drop your strategies in the comments below.

Here’s why I just deleted 5,625 readers from LittleLaw’s email list. Honestly, I care about LittleLaw’s subscriber count (maybe too much). The bigger it gets, the more it feels like we’re making progress. But I don’t want our growth to be inflated or misleading – especially at the expense of our readers’ trust. So, here’s what we did. If someone hadn’t opened a LittleLaw email in 30+ days (about 4 newsletters), we asked if they still wanted to stay on the list. If they clicked one button to say they wanted to stay, we kept them. If they didn’t click the button within 7 days, we removed them from the list. In the end, we cut 5,625 email addresses from our list. I won’t lie – it stung watching us drop from over 25,000 to around 19,700. So, why do this? Because trust matters – and those readers had essentially opted out by not engaging for over a month. → 🧠 I want to build trust with our readers – not spam people who’ve lost interest. → 📊 I want law firms we partner with to see true numbers – not inflated vanity metrics. → 📬 And for LittleLaw? It helps us. A smaller, more engaged list means higher open rates, more replies, and better aligned content. We’re still growing. But this cleanup helps ensure we’re building something sustainable. P.S. If you were removed in the sweep, rejoin anytime for free (just Google: LittleLaw)

If you use email to generate revenue, this is the most important post you’ll read today. Everyone and their mother is building an email list (which is great), but that opens up a host of deliverability issues. The gist is: → More people are getting spammy emails → Google/Microsoft/etc want to protect their users → Regular emails land in spam at a higher rate When your emails land in promotions or spam, they don’t get read. When they don’t get read, you don’t make sales. Here are 3 tips you can use to keep your deliverability clean (and keep making sales from your list): (1) Get off shared domains. When you sign up for Substack or beehiiv, make sure you change your sending domain to a custom one you bought. If you don’t, you’re at the mercy of the shared domain’s reputation. That means if some bad actors send spam from it, you suffer. Not worth it. Pay the money and send from your own domain to keep yourself in control. (2) Vary your content mix. If you send 100% marketing emails (which, yes, some people do), you’ll ruin your deliverability. People join your list to get something valuable. The cost of not giving it to them (at least semi-regularly) is them marking you as spam, and you facing deliverability problems as a result. (3) Clean your list. After someone hasn’t opened your emails for 30 days, send them a win-back sequence. These can be good but are not going to win everyone back. Regardless, after someone hasn’t opened or clicked your email in 90-120 days, remove them from your list. TLDR: 1. Get off shared domains 2. Don’t only send marketing emails. 3. Clean your list!

You’re still emailing people who haven’t opened a single message in 2 years. And you’re wondering why your deliverability is tanking. Here’s what I see over and over inside Klaviyo accounts: - Huge lists bloated with zombie profiles - Campaigns sent to users who never engaged—even once - Tens of thousands of people getting emails who literally never opened a message or placed an order It’s not just a waste of money (although… that too). It’s hurting your inbox placement. It’s inflating your metrics. It’s increasing spam complaints. After inbox providers tightened their sender standards, it’s a real risk. 👉 If your spam complaint rate is over 0.3%, that’s a red flag. 👉 If your bounce rate is creeping up, that’s another. 👉 If your “active” list includes people with zero opens, clicks, or purchases ever—you’ve got a problem. So what do you do? You get aggressive about segmentation and suppression. Start by building these segments: - Bounced at least once in the last 30 days, or 3+ times all time - Received 10+ emails, opened 0, purchased 0 - No clicks, no site activity, and no orders in the last 180 days These aren’t just nice-to-haves. They’re your retention safety net. 💡 Suppress the worst offenders 💡 Win back the maybes 💡 Stop paying for ghosts Clean list = stronger deliverability = more real revenue.

If you want to drive 20%+ more revenue from email this month, do these two things: 1. Cut the bottom 50% of your email list. Take a look at who has not engaged with an email in the last 90 days and remove them from your list. Sending them more emails is unlikely to make them buy. It's more likely to cause them to hit spam and harm your domain health. 2. Send more emails to your most engaged users. These are the email list subscribers that have recently (in the last 30 days): - Opened & clicked an email - Visited and browsed your site - Added a product to the cart and abandoned the purchase Focusing on your most engaged email subscribers will add more revenue for your business than sending more emails to people who are already ignoring them.

Delete subscribers. It sounds counterintuitive, but it's often the correct answer. Recently, had a customer call with someone looking to upgrade to an enterprise plan. During our discussion, we uncovered a segment of subscribers who hadn't opened or clicked their emails in 90 days. The solution? Deleting those inactive subscribers, which was roughly 15% of the total list size. List cleaning isn't just about cutting costs. It's crucial for maintaining good deliverability. By keeping unengaged subscribers, you're actually hurting your chances of reaching the people who genuinely want to receive your emails. Quality > quantity every time.

People don't open your emails? It's not because of your subject lines. Here's what I discovered after working with 60+ clients: The real issue isn't your subject lines. It's your sender reputation. When your emails constantly: → Get deleted without opening → Receive zero engagement → Land in spam folders ...Gmail and other providers start seeing you as "untrustworthy." I've seen accounts with: - Valuable content - Great copy inside - Perfect subject lines Still getting terrible open rates. What actually works: → Sending to engaged readers first → Building engagement gradually → Removing inactive subscribers → Regular list cleaning One of my clients cleaned their list from 15K to 5K. Their open rates? Jumped from 12% to 38%. Remember: It's not about crafting the perfect subject line. It's about maintaining a healthy relationship with email providers.