Risks of oversubscribed mailing lists

Bigger isn't always better. Sometimes size is a hindrance, rather than an advantage. Brands love to brag about the number of addresses on their mailing lists, but size isn't everything! An oversized list that under-performs, bloats your marketing costs, and contributes to deliverability problems is hardly boast-worthy. In the simplest equation, sending more emails = making more money. I don't dispute that entirely, I'm not a monster. The problem is what that calculation fails to account for: the potential for lost revenue later, when mail gets delayed, sent to the spam folder, or rejected completely. Most likely, sending more mail to some users does net more profit! But sending more mail to others does more harm than good without additional considerations being made for list quality, prior engagement, and purchase history. Let's unpack the risks in blasting another sale announcement to your full list: 🎒 An address that never confirmed opt-in could be a spam trap that contributes to a blocklisting. Or, it could be a real, disinterested person who's one message away from reporting your mail as spam and damaging your reputation in the process. Impactful blocklistings and excessive complaints can both result in mail being being rejected outright. Instead of more mail & more money, your users get no mail and you end up with no money. 🎒 A user who hasn't opened/clicked the last few emails they've received could be dormant, over-quota (stuffed full of mail and unable to accept more), or a spam trap, none of which contribute positively to your bottom line. 🎒 If you're planning on sending mail beyond your typical daily volume or attempting to re-engage lapsed users, you could be penalized if that additional volume doesn't respond positively to your overtures. Target users thoughtfully, with regard to their prior interaction with your messages (or lack thereof). 🎒 Remember that waning engagement could mean some special Gmail or Apple user is just waiting for the perfect offer before converting, but it could also mean that special someone reported your mail as spam previously and your messages are now delivering straight to their spam folder, languishing unopened. #deliverability

Big email lists ≠ better results. In fact, a bigger list can kill your deliverability. Inbox providers like Gmail and Outlook don’t care how many subscribers you have. They care how many people engage. That means opening, clicking, and replying. And if half your list is ignoring you, Gmail starts assuming everyone will. So your deliverability drops. Even your best emails land in spam or promotions. You’re not being punished for sending too much. You’re being penalised for sending to the wrong people. That’s why regular list cleaning isn’t optional. It’s how you protect your sender reputation. Run this simple cleanup: → Segment no-opens from the last 90–180 days → Send a 2-part re-engagement campaign → Delete the rest without guilt What happens next: → Your emails hit more primary inboxes → Open rates climb → Clicks reflect real interest Keep it that way by: → Sending consistent value outside of launches → Set clear expectations in your welcome sequence → Running a quarterly list cleanup Because a smaller list of people who actually want to hear from you will always outperform a big one that doesn’t. When did you last remove cold subscribers from your list? If it’s been a while, take this as your sign.

Just discovered the new Gmail feature, "Manage Subscriptions" (🆕). Users can now conveniently view and unsubscribe from all their email subscriptions in one place with just two clicks. For email marketers, this has significant implications: ⚠️ Higher Unsubscribe Rates: Easy mass unsubscribing may lead to increased opt-outs for brands sending frequent or irrelevant emails. ⚠️ More Pressure on Relevance: Generic, mass emails will no longer suffice. ⚠️ Deliverability Risks: A surge in unsubscribes could negatively impact sender reputation. Brands focusing on value, personalization, and engagement are to succeed. It's time to enhance your email strategy: ✅ Optimize preference centers by allowing users to choose frequency instead of opting out. ✅ Emphasize hyper-personalization. ✅ Concentrate on first-party data and high-quality content to keep subscribers engaged. The evolution of Email Marketing, especially with AI, is fascinating. Adapting is key to retaining subscribers. Share your thoughts below! (Disregard the 3,993 unread emails. This is my "subscribe-to-all-emails-for-inspo" account lol) #EmailMarketing #GmailUpdate #LifecycleMarketing #CustomerEngagement #Retention