| Hey, I'm away this weekend - in the wonderful city of Seville. And I packed light, especially when it comes with anything to do with work... of which I intend to do little I did pack my little fold-up keyboard, which fits in my back pocket, in case anything urgent crops up. Or I finally figure out why I'm stuck on Chapter 17 of the WIP which is currently beating the bejaysus out of me. But other than that, there's a city to explore and I only have 48 hours... In fact, I'm doing just that as you receive this email, which was actually written yesterday, in the decidely less glamorous location of a non-descript airport cafe. I would imagine I'm currently wandering through a market as you read these words, pushing the boundaries of what is considered a socially acceptable amount of tapas for one human man. When I get back from Seville, I want to talk about list optimization. You might be wondering what list optimization is. This is a fair question because it's a term I have invented! I coined this term to replace the existing nomenclature because I hate phrases like list culling and list hygiene. But basically what list optimization means is taking actions to improve the performance of your mailing list. Primarily, removing inactive subscribers on a periodic basis - assuming they can't be reactivated, of course. We'll get into the details over the coming weeks. I just wanted to leave you with one thought. The most important thing that people don't realize when it comes to their mailing list. There are all sorts of arguments about how you should run your list whether you should remove anyone how often you should email people what service you should use, etc. But the most important thing that you need to know, which most people don't realize, is this. If you do not periodically remove inactive subscribers from your list, active subscribers will stop getting your emails. I'm going to say that again using different words. If you don't call people from your list, every so often, even the people who are opening and enjoying your emails will stop receive them. Inactive subscribers aren't just dead weight, which you pay for. It's more useful to think of them as of having a corrosive effect; like rust, if you don't take action it can ruin the rest of your list. This is not a comment on the subscribers who have become disengaged or disinterested or who have just become more busy or were dealing with lifestyle or whose Gmail filters decide to put your emails and spam for... Whatever reason. It is a comment on how we need to run our lists 2026 to make sure engage readers keep getting our emails. Next week I'll show you how. Dave P.S. Relaxing this week with Joysara and Namoro a Dois. | 
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