The chances are if your email marketing list is more than six months old, at least some of the contacts will have changed jobs, moved to a different point in the buying cycle, or forgotten why they signed up to hear from you in the first place.
So it pays to re-engage. Grow, nurture and prune. Balance quantity and quality. As this post from B2B Marketing shows, a small but well-engaged list of email subscribers is much more valuable than a large list of disengaged or dormant contacts.
As time passes, the quality of your list will diminish. People change their jobs, their interests evolve, they change email providers or unsubscribe from your list. The changes are likely to be effecting around 25% of your list every year. That’s why you need to be running regular campaigns to re-engage your existing contacts and develop new contacts. It is similar to pruning a tree, clears out the dead wood to help it bear more fruit. By clearing out your email list you’ll get better results from it.