Even with the best providers, email list management is dreadful. It’s like walking a tightrope. Wobble too far in one direction and you’re toast. You don’t want to email your list too much and risk bloating their inbox and driving them to unsubscribe. But if you don’t email them enough, they’ll forget about you, or forget they subscribed and report your next email as spam.
You want a quality, responsive email list, but you also want to grow a big email list, and teeter between single opt-in and double opt-in. You’ve been doing email marketing a long time and have a big list, but your open rates are low and you’re not sure people are even paying attention.
And don’t even get me started on the poor souls who at some point need to switch email marketing providers, move their lists, and get people to re-opt-in on a new system.