We've been doing a lot of work to eliminate dead weight from our email list. We started a re-engagement series. We stopped emailing our inactive subscribers. Our open, click and response rates have gone way up, but the number of people we email has gone down.
Now we're wondering how to talk about our "smaller" email list with funders, event sponsors and other folks who may want to see "bigger" email list numbers.
How do you define your email list size when you talk with external audiences? Do you include only active subscribers that you email regularly? Do you include everyone who hasn't bounced or opted out, even if they're long-time inactives? Do you include both numbers?