(List mgmt) Trimming the deadwood
Latest posts | Feed | By Mark Brownlow
Loren McDonald and Calvin Wong explain why you should cull your list of those addresses that never respond to (or open) an email.
They then explain how they did it with their own list. First defining and isolating the unresponsive addresses. Then sending these addresses a "please confirm your interest" request. Then unsubscribing anybody who didn't confirm.
It's important to give "dead" addresses a chance to confirm their interest for a couple of reasons...
First, a lack of response may reflect an inability to measure the response, rather than a lack of response per se.
Second, a reconfirmation email is an opportunity to reawaken interest in those who may simply have forgotten about the value you offer in your missives.
They then explain how they did it with their own list. First defining and isolating the unresponsive addresses. Then sending these addresses a "please confirm your interest" request. Then unsubscribing anybody who didn't confirm.
It's important to give "dead" addresses a chance to confirm their interest for a couple of reasons...
First, a lack of response may reflect an inability to measure the response, rather than a lack of response per se.
Second, a reconfirmation email is an opportunity to reawaken interest in those who may simply have forgotten about the value you offer in your missives.
Permalink | March 06, 2006 |
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