Especially when you’ve probably spent thousands of hours and an unfathomable amount of money, time, sweat, and focus into building that asset in the first place.

Even scarier is when the signs of what’s mortally wrong with your list aren’t obvious:
First, it starts with slightly lower open rates that start creeping lower and lower with each send…
This means the raw number of clicks you’re generating also go down… less opens, less clicks.
Of course… all of that means your revenue from your list slowly starts to fade out of existence.
See when these things happen it’s like having a car problem… the more you drive with the problem the worse it gets.

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