I’d be willing to bet that not everyone to which you send emails opens them. Am I right?
If this is the case, you’ve probably got some people on your list who haven’t opened any of your emails for a year or more. If someone falls into that category, odds are it is either an inactive email address or they are simply not interested in what you have to say anymore.
Most major email software will easily allow you to identify these people and segment them. After reading this post, I invite you to head over to your MailChimp or Constant Contact account and create a segment of people who haven’t opened any email in more than a year. The number may surprise you.
Now that you’ve got that segment created, exclude it from the next email you send out. The result will likely be higher open and engagement rates.
Remember, it is better to have a smaller, more engaged email list than a larger list with only a 20% open rate.