List quality
📖 3 min readUpdated 2026-04-19
List quality matters more than list size. 10,000 engaged subscribers will outperform 100,000 disengaged ones.
Signs of quality
- High open rates (35%+)
- Click rates above 3%
- Low unsubscribe rate
- Low spam complaints
Building quality
- Don't buy lists
- No deceptive signup offers
- Immediately deliver value
- Segment to send relevant content
Maintaining
- Regular list cleaning (remove unengaged 6+ months)
- Win-back campaigns before suppression
- Consistent value in every send