You know those people who subscribe to your newsletter, but then don't confirm? It drives me crazy.
I did a little test and wanted to share the results. I had about 40 people who signed up for the Scrappy MarTech newsletter but did not confirm their email. These were people from 30 days+ days ago. I sent an email to try to reactive them and get them to resubscribe.
The results were 2 re-subscribes, or 5%. Open rate 19%, click-thru rate 10%. No complaints or unsubscribe. Take with a grain of salt because 40 is a very small data set.
I hate the friction of a double opt-in list. But it looks like they didn't confirm for a reason. Either the email address is wrong, or undeliverable, or going to spam folders, or they really aren't interested.
They are probably better left alone.