Why Email List Shrinkage Is Actually Good for Business

Failed to add items

Sorry, we are unable to add the item because your shopping cart is already at capacity.

Add to basket failed.

Please try again later

Add to wishlist failed.

Please try again later

Remove from wishlist failed.

Please try again later

Adding to library failed

Please try again

Follow podcast failed

Unfollow podcast failed

Why Email List Shrinkage Is Actually Good for Business

Listen for free

View show details

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 ad-free production. #EmailMarketing #ListHygeine #SunsetPolicy #REI #Deliverability #OpenRates #SubscriberEngagement #ListDecay #Marketing #FexingoBusiness #BusinessPodcast #EmailStrategy #ReEngagement #ConversionRate #SenderReputation #DataQuality #SubscriberChurn #ListGrowth Keep every episode free: buymeacoffee.com/fexingo

No reviews yet