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You WANT people to unsubscribe from your email lists

You know that email newsletter that shows up in your inbox that you never open. That you’ve gotten for years, and always intend to read it. So you don’t unsubscribe.

For a marketer, these non-readers are purgatory. They make you think you’ve got a healthy list. But they are never, ever going to open, read, click, or buy.

You’re never going to get their attention, because they aren’t looking at your messages. You’re invisible to readers who won’t read your email — but also won’t unsubscribe.

So purge your list of anyone who hasn’t opened your email in a year.

You are much more likely to get their attention with a fresh, new pitch that re-engages them. It’s the only way to break out of purgatory.

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  1. James Lamb March 15, 2011 at 9:26 am #

    For the Yahoo! family+, you actually want to do it after only six months of inactivity to avoid risking your engaged subscribers seeing your mail go into their spam folder.

    +including but not limited to
    * and

  2. Brad March 16, 2011 at 11:56 am #

    Great point Andy. Trimming down the mailing list could have a “burning your ships” effect that inspire a better effort toward current and future subscribers. I like it.

    Would love to meet up with you if you’re at SXSW this week!

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