How Empty Email Lists Can Hurt Your Deliverability

The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth · Jul 18, 2026 · 6m · transcript

Lucas and Luna unpack the concept of 'email list entropy' — the idea that even a clean, opt-in list decays over time if it's not being actively engaged. They cite a 2025 study from Validity showing that senders who pause email campaigns for more than 60 days see a 22 percent drop in inbox placement rates. Lucas walks through a real scenario: a mid-size e-commerce brand that paused emails for three months during a warehouse consolidation and saw their deliverability plummet. The episode covers how to avoid the trap, including a simple 'maintenance cadence' of monthly…