Email Lists Are About Quality Over Quantity

Size matters. At least when it comes to your inactive email list. That’s a message Google and other email providers have made loud in clear to publishers with bloated email lists. Email deliverability is an ongoing concern in publishing as spam filters become more selective, which in turn are impacting IP reputations. It goes without saying that this is a big deal, but it’s something most publishers should embrace. “Email marketing is a quality, not a quantity game," says Brian Riback, director of email marketing at Arzient (recently rebranded from SourceMedia). “I’d rather have 1,000 active users than 100,000 that don’t open anything. But you often run into a culture where the larger your list the better, but statistically speaking that doesn’t work. It causes nothing but deliverability problems and you start to see yourself being black listed.” Of course, the definition of inactive varies from company to company. Riback says Arzient considers somebody inactive after 180 days without opening an email. Likewise, this is true at PMMI, according to Elizabeth Kachoris, director of digital and data. However, that measurement also includes website visits and isn’t limited to email. Conversely, Joe Webster, vice president of marketing and audience development at SmartBrief, says his company considers somebody inactive after a full year, at which time they are no longer contacted. Yet, in Webster’s case a lot happens prior to that one year engagement hiatus. In other words,... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2020-02-27 16:59:28 UTC ]
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