“How do you build an email list?”
There’s a belief that’s stuck around since the start of email marketing…
The bigger your email list, the better.
For example, there’s a marketing influencer I know with a full email list of ~120,000 subscribers.
In the old days, your full list size was all that mattered. If you wanted to build a great email list, you’d just stockpile subscribers for years.
But nowadays, your total email list DOESN’T matter.
I know because I’ve seen multiple brands with email lists in the 100,000 to 1,000,000+ range that have been around for 10+ years.
And they all run into similar issues.
Today, what matters MOST is the size of your ACTIVE email list.Continue reading →