Latest / The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth
Why Email List Shrinkage Is Actually Good for Business
Lucas and Luna challenge the obsession with list size, arguing that intentional list culling through sunset policies and re-engagement checkpoints can boost deliverability, engagement, and revenue per subscriber. They examine how the outdoor retailer REI cut 15% of its email list in 2025 and saw a 22% lift in open rates and a 12% increase in conversion rate from the remaining subscribers. The hosts walk through the math of list decay, the cost of sending to dead addresses, and how to implement a quarterly sunset process without panicking. Includes listener support segment for Fexingo's…
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