Don't make 'big email list' your top priority Most CEO's and CFO's are impressed by scale, so it can be fairly difficult to argue that a smaller, more engaged customer list is better than a larger one made up of inactive - or often, frustrated - recipients. Try to stress the point that, a large email list doesn't necessarily ensure ROI. In the same breath, a large email list shouldn't be associated with low-quality.
A list with thousands of addresses, inevitably, has a more extensive reach and the scope for supporting meaningful list segmentation. What marketers have to ensure, however, is that this list is comprised of active subscribers that have chosen email list to receive information that you want to send them. So, what's the bottom line? A large email list is preferable. But a large email list that is healthy is even better.
Factors that affect customer email list size As with all marketing models, email has many of variables that should be taken into consideration. Here are a few questions to ask yourself before you lay down unrealistic expectations: Market size: Is your business in a new, growing market, an outdated one, or niche market? Creating ROI: Do you currently have enough budget to actively grow your list, in the proper way?