Why are the disparities in response there? Why are the disparities so stark and so clear? These are but some of the questions that the mailing list owners of these unresponsive lists should be asking themselves and by extension so should you, unless of course you have a super responsive list. An unresponsive Mailing list is something that dogs many Marketers, seasoned ones and Newbie alike.
Although to varying degrees. This problem can be traced to one major attribute. In the first example, if you were to take that list apart you mailing list would find that, the huge mailing list is populated with dead and cold prospects, who are clearly in the majority. Then the ones who do respond, do so out of courtesy if anything else. The ones that are lukewarm are fast on their way to becoming cold or dead with every passing Campaign and Broadcast.
The only reason that the list is big, is because list building is a constant process and this huge list has been built over time. Why is this so? The reason, is the relationship the owner of the list has with his list. It is important from the onset when mailing list building your list, to realize and understand that you are dealing with real, flesh and blood people. Who have feelings, fears, biases, likes, dislikes and aspirations.