Let’s talk about something that makes indie authors break into a cold sweat: cutting subscribers from your email list.
You built this list from the ground up. Every name on it represents hard-won sign-ups, countless freebies, maybe even ad spend. And now, after all that effort, you’re supposed to… delete them?
Yeah. You are.
What Is Email List Purging?
Email list purging (or, for the politically incorrect: culling deadheads) is the process of removing inactive subscribers—people who haven’t opened, clicked, or engaged with your emails for months, sometimes years.
Sounds harsh, but the reality is, keeping a bloated, disengaged list comes with costs:
- Financial Costs – Email providers charge based on subscriber count. If you’re paying for 50,000+ subscribers but only 10% are engaging, you’re literally throwing money into the void.
- Deliverability Costs – Low open and click rates tell email providers that your content isn’t valuable. That can tank your sender reputation, shoving your emails straight into the spam folder—even for readers who do want to hear from you.
- Mental Costs – Seeing those low engagement numbers every time you check your stats is like a punch to the gut. Why keep emailing a crowd that doesn’t care?
The Agony of the Purge
I get it. I recently cut over 20,000 cold subscribers from my list. I sent re-engagement sequences, pleaded with them to click one measly tag to stay, and still—STILL—I ended up axing real, engaged readers. And some were mad about it.
That hurts. But the alternative? Paying hundreds of dollars a month for people who ghost my emails.
For many indie authors, keeping an untrimmed list just isn’t financially sustainable. The dream of a 100K subscriber list sounds great—until you’re forking over a mortgage payment every month for people who don’t even remember signing up.
The Pros and Cons of Cleaning Your List
So, should you wield the delete button with reckless abandon? Not so fast. Let’s break it down.
Pros of Purging Inactive Subscribers
Better Deliverability – A leaner, more engaged list means email providers view your messages as legit, not spammy.
Lower Costs – Paying for active subscribers only keeps your email marketing budget from ballooning.
More Accurate Data – Your open and click rates will reflect actual reader interest, rather than being dragged down by deadweight.
Stronger Reader Relationship – A tight, engaged list means better interactions, more clicks, and (hopefully) more book sales.
Cons of Purging Inactive Subscribers
Losing Real Readers – Some people are engaged but don’t show up in the stats (e.g., they read but don’t click, or open in a privacy-blocking email client).
Potential Backlash – A handful of readers will take it personally. They’ll email you, maybe even complain in public.
Lost Future Sales – Just having your email land in someone’s inbox reminds them you exist. Even if they don’t open or click, your name pops up in their inbox each week or month. Next time they’re browsing for books and see yours, they might buy. But if they aren’t getting your emails at all? They’re more likely to forget you exist entirely.
The Reality Check: Industry Averages
If your email open and click rates feel dismal, you’re not alone. The current publishing industry averages are 23.9% for open rates and 2.3% for click rates.
That means if you’re sitting at a 25% open rate and 2.5% clicks, you’re above average! And if you’re way below these numbers? It might be time to take a hard look at list engagement—and whether some deadweight needs to go.
Before You Purge: Try Re-Engagement First
Before you go all Thanos on your list, give subscribers a chance to wake up. A solid re-engagement campaign can save the ones who want to stay but just haven’t interacted lately.
Here’s a quick outline of what a re-engagement sequence should do:
- Remind Them Who You Are – Some subscribers genuinely forgot they signed up. A friendly “Hey, remember me?” email can jog their memory.
- Offer Something Irresistible – A bonus story, discount, or behind-the-scenes content can lure them back.
- Ask for a Simple Click – A one-click “Yes, I want to stay!” button is easier than making them fill out a form.
- Send a Final Warning – A “This is your last chance!” email can shake some folks into action.
- Then, and Only Then… Hit Delete – If they don’t respond after multiple nudges, it’s time to cut them loose.
For a deeper dive into re-engagement strategies, Kit.com has some great guides on the topic (you’ll want to check those out if you’re planning your own campaign).
Final Verdict: To Cull or Not to Cull?
It’s never fun to cut subscribers. But when your list starts eating up a significant chunk of your budget—and your emails are suffering because of it—trimming the fat is the smart business move.
Will you lose some genuine readers? Probably. Will a few get mad? Yeah. But if the alternative is an overpriced, underperforming list, the choice is clear.
Your emails should reach the people who want them most. And sometimes, the only way to ensure that is by letting go of the ones who don’t.
Have you done a list purge before? How did it go? Tell me in the comments!
