We get it. You just finished crafting a gorgeous email — eye-catching visuals, crisp copy, a killer subject line — and you’re ready to hit Send. After all, you’ve got a list of 1,000+ contacts just waiting to fall in love with your latest listing or market insight. Why not send it to everyone?
Well… like many things in life:
More isn’t always better.
In fact, if your email list includes a mix of die-hard fans, occasional browsers, and ghosts who’ve never opened a single message — blasting them all at once can actually backfire.
Let’s unpack why, and what to do instead.
📬 Engagement Matters (More Than You Might Think)
Inbox providers like Gmail and Outlook monitor who’s opening your emails, who’s ignoring them, and who’s marking them as spam.
When a big slice of your audience isn’t engaging, it sends a signal that your emails might not be all that welcome — and your deliverability takes a hit. That means even your loyal readers might stop seeing your emails front and center.
The TL;DR? If your unengaged contacts don’t care, Gmail might stop caring too.
😬 Don’t Let the “Cold” Drag Down the “Hot”
Let’s say you’ve got 200 contacts who consistently open your emails. Gold stars for them! But you also have 600 who’ve never opened a thing and another 200 who pop in every now and then.
When you treat all 1,000 the same and hit them with one big send, those low openers start dragging your averages down. It’s like trying to swim wearing jeans and shoes. You can do it, but it isn’t any easier and it may look a little weird.
By emailing everyone, every time, you might be sabotaging your strongest segment without even realizing it.
🧠 So What’s the Smarter Move?
Enter: the strategic stagger. (Not to be confused with your post-coffee Monday morning shuffle.)
Here’s a breakdown of how to email smarter — not harder:
- Your engaged contacts? Keep 'em close. Email them every time you have relevant content for them. They’re into it.
- Your semi-engaged friends? Think every other email, or send content that’s a bit more curiosity-driven to nudge them back in.
- And your never-engaged folks? Break them into three groups — let’s call them Unengaged A, B, and C. Email each group just once per month. That way, you still reach them all, but in a way that’s less spammy and more strategic.
This rotation maintains engagement with your best contacts and allows colder contacts to improve — without negatively impacting your sender reputation.
In rezora, you’d likely accomplish this by using the Advanced Filters option on your Contacts page. You can find a narrowed down list of your “Engaged” contacts who have opened email recently, say the last 60 days. You could then filter to contacts who are engaged and semi-engaged by finding people who have at least one open all time to create your “At Least Semi-Engaged” Distribution List. Finally, you can filter the contacts who have never opened your emails, then use that to create Unengaged A, B, and C.
📈 Bonus: Better Data, Better Decisions
By splitting things up, you’re also setting yourself up for better data. You’ll see what content resonates with which group, track who’s starting to re-engage, and maybe even move some of those cold contacts back into the warm-and-fuzzy zone.
Before you know it, your A/B/C lists might start acting a lot more like your engaged list — and that’s a win.
🚀 What’s Beyond the Horizon?
If you’ve got a bigger list, you may want to break things down even more. Try to pay attention to what type of content your contacts are interacting with: Local Events, Market Insights, New Listings, Lifestyle Tips. You can further segment your lists out to cater to those interests, keeping you top of mind to your contacts in exactly the way they want.
✋ One Last Thing
We're not saying you should never email your full list. But when you do, make sure you have a clear reason, a compelling message, and a call-to-action that makes it worth their click.
Otherwise? Segment, rotate, and send with purpose.
Your deliverability, your open rates, and your future self will thank you.
Keep those emails sharp, smart, and staggered.
