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I'm not saying that all publishers do this; I know many that clean their lists on a regular basis. The long-time publishers who have grown their lists by traditional means certainly do. That's why they can command good prices for advertising - and get it.
But how many of you have guts to do what I did?
MAKE THEM RE-CONFIRM EVERY YEAR.
Go ahead - I challenge you.
Make them take some sort of action that REQUIRES them to say "Yes, keep me on your list." Or else they don't get newsletter. Period. No exceptions.
Watch those subscriber numbers drop like a rock - and watch your "open rate" climb.
Because what you're really after is sustained, loyal readership. Trusting subscribers who know that you are going to provide them with good, solid information.
And you're going to have to give it to them - otherwise, you'll never accomplish what it is you intended to do when you started publishing your newsletter.
Like making money.
Cathy Bryant's newsletter, the HomeBizJunction Herald, has NO outside advertising - free or paid. Just solid, reliable information to help those who want to start and succeed in their own home business. Subscribe at http://www.homebizjunction.com to read her reviews of business opportunities and products.