Unscrubbed E-mail Files Pose Risks To Marketers: Study
Chances are pretty good a consumer who hasn’t opened a marketer’s e-mail in three and a half years isn’t a viable prospect. Yet in a study of more than 100 retailers, almost one-third were still mailing to these individuals at exactly the same rate they had when their communications were being opened. And another 23% were sending out messages, albeit at a reduced frequency.
Fewer than half (46%) had stopped mailing entirely.
No harm done? Wrong and wrong. Internet service providers (ISPs) are increasingly giving weight to engagement metrics when determining deliverability. They know
