Cool piece! Thanks for writing.

My two cents is, growth stage brands with smaller lists must engage people with the right cadence. And people are certainly going to unsubscribe every time you send a email. But when you’re small, every email you send carries more weight. Which means every unsubscribe hurts a little bit more. Every piece of email you send probably carries a little more clout when you have fewer people on your list.

That said, you still have to send it. If not, you’re competing less often in the customer’s inbox with all these brands who are sending tons of email. And you also have a higher likelihood of users becoming disengaged, and then your emails ultimately going to spam. In that case, it’s not worth it to send any email at all. It’s a downward spiral.

Anyway, enough blabbing from me! We blogged about this today if you want to read more:

Happy emailing!