How list size can be a liability

Delete These Subscribers Now

Why a Smaller Email List Makes You More Money

If you've followed me for any length of time, you know I've built my entire business on the fact that your email list is everything. I've been saying it for 17 years. Grow your list. Nurture your list. The money is in the list.

So what I'm about to say might shock you.

I want you to delete people from your email list. Not one or two. Hundreds. Maybe thousands.

I know. Coming from me, that sounds almost blasphemous. But here's what’s 100% true… that list you've worked so hard to build might actually be working against you. A big list full of people who never open, never click, and never engage isn't the asset you think it is. It's dragging down your open rates, destroying your deliverability, and sneakily convincing Gmail to send your emails straight to spam. Every single time you hit send, those lurker subscribers are making it harder for the people who actually want to hear from you to see your emails.

A few years ago, I was looking at our email metrics and something wasn't adding up. We had a solid list size, but our open rates were tanking and our launches weren't performing the way they should have. That's when we got serious about something that should have had our focus from the start: list health. What we learned flipped our entire approach on its head.

In this episode, I'm walking you through exactly what we did, how to know who's worth fighting for and who's dead weight, and why a smaller, cleaner list will make you more money than a bloated one ever will.

RESOURCES MENTIONED IN THIS EPISODE:

You’ve built something real. A six-figure business, an audience, and offers that work. But revenue still feels harder to predict than it should. The Revenue Consistency Formula is a free live training for established female founders who have built momentum but are tired of inconsistent results. In this training, I’ll break down what’s quietly out of sync, and how alignment turns scattered effort into more predictable revenue. If you’re ready for predictable revenue, you can save your seat here.

My Newsletter and Nurture Funnel

Revenue Consistency Formula Free Training

Kit

Kajabi

Active Campaign

MailChimp

Flodesk

HERE ARE THE 3 KEY TAKEAWAYS FROM THIS EPISODE:

1️⃣ Disengaged Subscribers Drag Down Your Entire List — Email providers like Gmail, Yahoo, and Outlook track engagement. When a large percentage of your list ignores your emails, that affects your reputation with providers. Your emails land in spam folders or get buried in the promotions tab. This affects everyone, including your most loyal subscribers.

2️⃣ Use the 90-Day Rule to Identify Your Quiet Quitters — Create a segment of subscribers who have been on your list for at least 90 days, but haven't opened an email in 90 days and haven't purchased in 90 days. These are the people who have had plenty of opportunities to engage and consistently haven't. That's your starting point for a re-engagement campaign.

3️⃣ A Clean List Is More Profitable Than a Big List — Once you remove the people who never open, your metrics finally tell you the truth. You can see what subject lines actually work, what content resonates, and what offers get traction. You stop second-guessing your strategy based on numbers that were being skewed by people who were never going to engage anyway. And your launches become more predictable because you're measuring what's real.

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