Culling your list has benefits
Latest posts | Feed | By Mark Brownlow
Ken Magill examines what happened when the Leukemia and Lymphoma Society decided to ask current readers of their newsletter to reconfirm their subscription.
Their list shrunk by over 85% as a result. But, as Ken explains, this turned out to be a good thing.
List hygiene is another issue likely to grow in importance. It never used to matter too much if people got your email who'd lost interest since their initial sign-up.
But things are different now. Every subscriber complaint is another nail in your reputation as an email sender. And it's exactly that reputation that more and more inbox guardians are using to decide whether or not to deliver your email at all.
Their list shrunk by over 85% as a result. But, as Ken explains, this turned out to be a good thing.
List hygiene is another issue likely to grow in importance. It never used to matter too much if people got your email who'd lost interest since their initial sign-up.
But things are different now. Every subscriber complaint is another nail in your reputation as an email sender. And it's exactly that reputation that more and more inbox guardians are using to decide whether or not to deliver your email at all.
Permalink | June 14, 2006 |
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