Three Tactics to Manage List Inactivity

Three Tactics to Manage List Inactivity

By Stefan Pollard, ClickZ, Feb 25, 2009

Given that at least half of your e-mail address list can probably be classified “inactive,” the question of what to do with this silent faction is highly relevant to e-mail marketers, especially in these tough days when you’re being asked to make more sales with less budget.

This issue came up at the recent Email Evolution Conference, where attendees were asked to vote whether purging or retaining inactives should become the e-mail industry’s best practice.

However, the solution goes much deeper than “always purge” versus “always retain.” read on…