Most artists aren’t thinking about email list hygiene.
It’s not a shiny topic, and it’s definitely not sexy.
But if you’re emailing your audience from an email marketing platform (as you should be), cleaning your list can make a huge difference in how many people actually see your messages—and in how confident you feel when you send them.
I like to think of list cleaning like spinach: You might not be excited about it, but you know it’s good for you.
Removing people from your list can feel uncomfortable. But deep down, you probably already know they aren’t engaging. They’re not opening. They’ve moved on. And you don’t really want to keep emailing people who no longer want to hear from you.
This isn’t just about deliverability. It’s about clarity, sustainability, and respect—for your work and your audience.
Listen
Or listen and subscribe on your favorite app by searching The Art Biz with Alyson Stanfield.
It's Not About Numbers - It's About Connection
We all fall into the trap of wanting a bigger list. But I promise—a smaller list of warm, engaged subscribers is far more powerful than a large list of people who never open your emails.
It might feel counterintuitive to remove people you worked hard to attract, but when you do, something shifts. You stop writing to a silent room. You stop guessing. And you start communicating with more clarity and confidence.
Think of your list like a party.
Would you rather host 50 people who stay to themselves, or 15 who are genuinely excited to be there and connect with other guests?
That’s the difference between a bloated list and a healthy one.
When your list is full of people who want to hear from you, everything gets easier—writing, planning, and even selling. It’s more fun. It’s more rewarding. And it’s more sustainable.
Cleaning your list is a thoughtful act. It shows that you value your audience’s time and attention—and that you’re committed to showing up for the people who care.
Why You Need To Clean Your Email List
Your email list is one of your most valuable marketing assets. These are people who asked to hear from you. But over time, things change.
People lose interest. They get a new email address. They sign up for too many things and stop opening anything. It’s not personal—it’s just the reality of living so much of our lives online.
When you keep too many inactive contacts:
- Your open and click-through rates go down
- Your emails are more likely to be flagged as spam
- You may be paying to email people who don’t remember who you are
And all of this can start to chip away at your confidence. Low engagement makes it harder to stay consistent. You may start second-guessing your content or wondering if it’s worth the effort.
Often, it’s not the content—it’s the composition of your list.
It's Time to Clean When ...
Here are a few signs that it might be time to scrub your list—or at least think about it:
- You haven’t looked at your list or analytics in over 6 months
- You’ve noticed a drop in open rates, replies, or clicks
- You feel unsure who’s actually seeing your emails
- Your confidence in emailing has dropped
Just open it up. Run a report. You don’t have to delete anyone today, but awareness is the first step.
A Simple Cleaning Process
You can listen to the full episode of The Art Biz above for all the details and subject line ideas, but here’s the basic flow:
1. Identify inactive subscribers.
Most platforms let you filter by those who haven’t opened or clicked in 3–6 months.
2. Segment them.
Tag or isolate these subscribers so you can …
3. Send a re-engagement email.
Keep it friendly. Ask if they still want to hear from you—and make it easy to say yes.
4. Remove or archive non-responders.
You’re not deleting a person. You’re letting go of a cold contact.
5. Repeat regularly.
Set a reminder to clean your list every 6 months.
This is About Respect
Cleaning your list isn’t just maintenance. It’s an act of discernment that shows you value your audience’s time and attention. It gives you clarity, confidence, and more accurate insight into who’s listening.
When your list is lean and engaged, your email marketing becomes easier—and more effective.
This kind of intentionality is exactly what we’re working on inside my Followers to Collectors planning workshop.
Cleaning your list isn’t just maintenance. It’s an act of discernment that shows you value your audience’s time and attention. It gives you clarity, confidence, and more accurate insight into who’s listening.
When your list is lean and engaged, your email marketing becomes easier—and more effective.
This kind of intentionality is exactly what we’re working on inside my Followers to Collectors planning workshop.
