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3 Benefits to Removing Inactive Subscribers from Email Marketing Lists

Feb 6, 2013   |   2 min read

Knowledge Center  ❯   Blog

remove inactive subscribersAs email marketers, you know just how much time constructing an email marketing campaign requires. First there’s the seemingly never-ending research followed by hours of creating buyer personas, segmenting lists and strategizing objectives, strategies and tactics. By the time campaign elements, email body copy and designs are drafted, revised and (finally) approved, you’re committed to the campaign 110 percent-but your audiences aren’t.

When you finally hit “send” on your email marketing campaign, there are really only five end results, four of which, unfortunately, are bad for business. On the one hand, we have the optimum result: Receivers open and take action in the email. On the other hand, we have the negative results: bounces, complaints, unsubscription and, worst of all, inactivity.

Some reports indicate upwards of 70 percent of email marketing lists are comprised of inactive subscribers. There are many email marketers who argue inactivity is unimportant, ignoring it entirely and instead focusing their attention on deliverability and open and click rates. But as Derek Harding, CEO and founder of Innovyx Inc., pointed out in a ClickZ article, there are a number of benefits to removing inactive subscribers from email marketing lists. These include:

Does your list have a high inactive subscriber percentage? Contact TowerData to discover how our services can quickly and cost-effectively validate, correct and enhance all your customer touchpoints.

Photo Credit: Daryl Marquardt

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