The most important benefit of erasing unnecessary contacts from your email list is the increase in your email marketing campaign’s effectiveness. It’s hard to focus on perfecting your email marketing campaigns when you don’t know what your subscribers want. If there are a handful of loyal subscribers that are providing you with valuable feedback, but many more subscribers who are giving you radio silence, chances are you’ll focus on the many subscribers and wonder what you’re doing wrong. In reality, your email marketing campaign is truly successful…for those it applies to.

If there are subscribers on your email marketing list that are unresponsive and have been for a while, that’s their way of telling your company that they’re just not that into you. To these subscribers, nothing you do will ever be enough and keeping them on your list is just holding you back from optimizing your database and marketing campaigns. When you stop spending so much time and effort on interacting with the subscribers who want nothing to do with your company, you can increase the time and effort spent on attracting and satisfying your loyal customers.

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