Is a Smaller Email List Actually BETTER for Your Brand?
When it comes to subscribers, less can sometimes be more.
📆 Friday, 6th June 2025
Hey — It's Rhythm. Thrilled to have you back in Ecom Circle, where I spend my time scaling ecom brands & finding best growth strategies to share with you.
DEEP DIVE 💡Hey there,
I know what you’re thinking: “Why on earth would I want a smaller email list? I spent good money getting these people in the first place!”
But hear me out—sometimes less is more, especially when it comes to email marketing. Let’s unpack why trimming down your subscriber list might be the best thing you’ll do for your brand this year.
The Power of a Smaller, More Engaged List
Here’s the reality most marketers don’t talk about: a big chunk of your email list is dead weight. These are the folks who signed up for a discount code two years ago and haven’t opened an email since. Or maybe they’re the deal hunters who were never interested in your brand in the first place.
And let’s be real: every time you hit “send,” these unengaged folks are silently hurting your deliverability—and draining your budget.
Here’s what happens when you clear out the clutter:
✅ Lower Costs — Most ESPs like Klaviyo charge you based on active profiles. Why pay for people who ghost your emails? By cleaning your list, you can save up to 50% on your email costs.
✅ Better Deliverability — When you remove the unengaged crowd, your open rates jump—and your domain reputation improves. That means more of your actual customers see your emails.
✅ Smarter Strategy — Picture this: you try out a new email campaign you’re super excited about, and you get a wave of unsubscribes. Feels like a gut punch, right? But look closer. If the engaged crowd is loving it, that’s a win. The unsubscribes? Probably just the deal chasers heading for the exit.
👉 Quality beats quantity every time. I’d rather have 10,000 engaged subscribers than 100,000 people who never open a single email.
How to Tidy Up Your List Without Losing Your Mind
Now, let’s talk brass tacks. Removing subscribers can feel scary—like you’re yanking potential money out of your business. But trust me, it’s worth it.
Here’s how to do it the right way:
1️⃣ Build an Unsubscribe Page That Talks to You
Most brands just stick with the default unsubscribe page. Big mistake. A custom page lets you ask why someone is leaving—so you can learn if they’re gone for good, or just unhappy with something you can fix.
Example: Maybe you’re sending 3 emails a week, and that’s just too much. If enough people tell you that, you can adjust to 1-2 emails a week—and hold onto valuable subscribers.
2️⃣ Sunset Unengaged Subscribers Early
Forget the default 12-month window. That’s too long! We recommend trimming folks after 2-3 months of inactivity. That’s enough time to see if they’re interested, and short enough to protect your domain reputation.
Yes, it feels like you’re losing people. But remember: you’re investing in the ones who actually want to hear from you.
Heads up: If you’re not sure where to start, or worried about accidentally removing the good apples along with the bad—no worries. We’ve got your back.
👉 Get a Free Subscriber Audit!
We’ll take a look at your unsubscribes, show you exactly who’s engaged (and who’s just hanging around for the discounts), and build you a safe, proven plan to clean your list without losing valuable customers.
🔎 Click here to book your Free Subscriber Audit
What About Active Subscribers Who Are Leaving?
That’s a whole different ballgame—and one I’ll be writing about soon. (Stay tuned!)
The Bottom Line
Most people think “bigger is better” when it comes to email lists. But I’ve seen too many brands get burned by that mindset.
The truth? A smaller, healthier list beats a big, bloated one every single time.
I know it’s not easy to let go of potential revenue—even from folks who were never really there for you in the first place. But trust me, this is one of those tough decisions that sets great brands apart.
Be brave. Clean that list. And get ready to see your brand soar. 🚀
P.S. Seriously—if you’d like a hand figuring out who to keep and who to cut, hit us up for a Free Subscriber Audit. We’ll build you a clear, safe plan to improve your email performance—for free.
👉 Book your Subscriber Audit here
We’re opening up just 5 slots for the free, exclusive Subscriber Audit! Here’s what’s in it for you:
✅ A breakdown of your best-performing cohorts, so you know exactly who to double down on.
✅ A deep dive into your unengaged users, so you can clean your list without regrets.
✅ Actionable strategies for every cohort — from your VIPs to your fence-sitters — to help you tailor your campaigns for maximum impact.
We’ve done this for hundreds of eCommerce brands (for free!) — no strings attached, just solid insights to help you grow smarter. But this time, it’s strictly limited to the first 5 brands that sign up.
👉 Book Your Free Subscriber Audit Now — Only 5 Spots Available]