Active Email Engagement Measurement

A discussion about how to properly measure and grow an email audience, focusing on active engagement rather than total list size.

Key Email List Metrics

• Active audience is more important than total list size
  • Active = opened or clicked within last 3 months
  • Example: Noah's OkDork newsletter
    • 175,000 total lifetime subscribers
    • Only 55,000 active subscribers

List Management Best Practices

• Sunset inactive subscribers after 3 months
• Focus on early engagement
  • Welcome email must be high quality
  • Thank you page after signup needs to be excellent
  • Even unsubscribe page should be well-designed

Email Platform Economics

• Traditional email providers (Mailchimp, ConvertKit)
  • Charge ~$0.0002 per email sent
  • Make money even when you don't send emails
  • Charge based on subscriber count

SendFox's Approach (Noah's Company)

• Goals and Metrics
  • Currently at 1M active audience reach
  • Targeting 3M active audience this year
  • Focuses on customer success aligned with company metrics
• Business Model
  • One-time payment vs subscription
  • More affordable than traditional providers
  • Built for content creators who need simple solution

Content Creator Trends

• Email remains vital channel for creators
  • Only channel with full control
  • No need to pay to reach audience
  • Expected growth in content creators
• Platform Independence
  • Other platforms (YouTube, Instagram, TikTok) require payment to reach audience
  • Email provides direct access to audience without intermediary costs