Yes, you read that number right. I recently removed 18,732 subscribers from my email list. People who once joined my newsletter but had long stopped opening, clicking, or engaging.
You might think: “Takis, are you crazy? Why delete such a massive list?” Let me share the logic — and the hidden growth lesson behind this decision.
The Harsh Truth About Newsletter Lists
When I started my newsletter years ago, my only focus was growth. More subscribers meant more reach, more opportunities, and more credibility. At least, that’s what I believed. But here’s the reality solopreneurs often overlook: a large list doesn’t always mean a strong business.
I had people who signed up for a freebie but never opened an email again. I had others who subscribed out of curiosity but never engaged. They were just… there. Dormant. Taking up space, time, and resources.
Reason #1: They Were Not Participating
Subscribers who never open your emails are not your audience. They are ghosts. And keeping them around not only dilutes your statistics but also clogs your energy. It’s like speaking to a room of people who don’t even look up from their phones.
Reason #2: Focus on the Active Ones
When I finally made the cut, I realized something powerful: the people who stayed are the ones who care. They open, read, reply, share. They’re the ones who drive conversations, business opportunities, and meaningful connections. By focusing on them, I can serve better, go deeper, and deliver real value.
Reason #3: The Hidden Costs of a Large List
Running a big newsletter isn’t free. Email marketing platforms charge based on subscriber count. Beyond money, there’s the cost of time and mental bandwidth. Every time I looked at that massive number, I felt a pressure to “keep up.” But why pay for people who don’t even read? Removing them reduced my costs and simplified my system.
Reason #4: Serving My Real Audience
This was the biggest lesson. As solopreneurs, our mission is to help, inspire, and guide our true audience. Keeping inactive subscribers is like having a party where half the guests left hours ago, but you’re still trying to impress them. My focus should be — and now is — on the people who actually want to be here.
Case Study: Before & After
Before the cleanup, my open rates hovered around 12–15%. After removing the 18,732 ghosts, my list became smaller but sharper. My open rates jumped to 25–29%. The conversations in my inbox multiplied. Suddenly, I wasn’t shouting into the void anymore — I was talking to real people.
Practical Tips if You’re Considering a Cleanup
- Run an engagement campaign: Send a few re-engagement emails asking inactive subscribers if they still want to hear from you. Only keep the ones who respond.
- Segment your list: Separate active from inactive. Don’t judge your business by vanity numbers.
- Don’t be afraid: Cutting subscribers feels scary, but it’s liberating. Think quality over quantity.
- Track your results: Watch how your open and click rates improve after the cleanup. That’s where the real growth is.
The Bigger Lesson for Entrepreneurs & Solopreneurs
Sometimes growth is not about adding, but subtracting. Pruning, simplifying, and focusing on what matters. Removing those subscribers wasn’t a loss — it was a gain. I gained clarity, energy, lower costs, and a tighter connection with my true readers.
Action Steps for You
If you’re managing a newsletter, here are three next steps to consider today:
- Audit your list: Check how many subscribers haven’t opened an email in the last 90 days.
- Decide: Run a re-engagement campaign or simply remove them.
- Focus: Shift your time and creativity to the readers who consistently show up.
Remember: It’s not about how many people are on your list. It’s about how many people you truly serve. And that, my friend, makes all the difference.
