listrak: The ‘Inactive’ Subscriber

The article “The ‘Inactive’ Subscriber” on Listrak (13/08/2009) talks about how inactive recipients can affect your deliverability after Brandon spoke with Yahoo’s Spam Expert, Mark Risher.

We know that negative actions like marking as spam will negatively affect your deliverability and positive actions like, opening, clicking, safe listing etc. will positively affect it but people who do nothing apparently also affect it!
I reckon it’s more about volume per IP, ISPs can see how many emails an IP is sending and they can then see the percentage that are actually interacted with and modify it’s reputation accordingly.

It’s good to see Yahoo properly in the game now, a year or two a go Yahoo was a nightmare, teaming up with ReturnPath was a fantastic idea.