While it may seem like having a large subscriber list is beneficial, the quality of your subscribers is just as important as the quantity. Cold or unengaged subscribers can actually harm your email deliverability and sender reputation, which in turn affects your open and click-through rates.
This is why it's crucial to focus on audience engagement rather than just building a massive list.
If you notice that your open rates are dropping despite having a large subscriber count, it may be time to create a re-engagement campaign or do an audit on your campaigns.
However, if these efforts don't yield significant improvements, it may be necessary to clean up your list by removing inactive or unengaged subscribers. You should make a habit of reviewing your list periodically, especially if you send frequent emails or notice sudden spikes in subscriber growth.
Additionally, having a more engaged and targeted subscriber list can lead to higher open and click-through rates, resulting in more successful email campaigns and better reputation with the larger inbox providers.