The right way to trim email inactives
September 24, 2008 | Internet Marketing
Efforts to remove non-responders can lift performance metrics, or solve email delivery problems. However, avoid opt-out reactivation schemes that merely continue to drive large, unresponsive programs, which is the exact opposite of your goal.
Whenever marketers deal with e-mail delivery challenges, delivery experts often suggest first isolating active subscribers from inactive ones and then mailing only to their active files.
Seems like sound advice, but we’ve yet to meet a marketer who embraces the idea of removing even a single valid e-mail address, even if the holder of that address hasn’t clicked on an e-mail in the last five years.
Some say they have long sales cycles. Others say they use e-mail as brand builders rather than sales or Web-traffic drivers. So, why chuck an address that one had to spend good money to get?
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