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Hit 10,000 email subscribers, but open rates dropped 12% after a list purge
I cleaned out dead leads in March, about 1,800 contacts, and my open rate fell from 34% to 22%. Everyone preaches pruning for better metrics, but now my numbers look worse to clients in Fort Worth. I get that engagement matters per person, but the raw drop made me second guess the whole strategy. Has anyone else seen a short term dip after a purge that actually paid off later?
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kellyr183d ago
Man, I totally get why that drop freaked you out and I used to roll my eyes at the whole "prune your list" advice too. I figured a big number was a big number and who cares if half of them never open anything, until I watched a friend go through the same thing you did and her open rate bounced back to 38% within two months. The thing is those dead contacts were never really reading your stuff anyway, so the 34% you had before was kinda fake when you break it down. Now every single person on your list is a real human who chose to be there, and that 22% will climb back up as new engaged folks join. Just gotta ride out the weird feeling of a smaller list for a bit.
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