Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see an excerpt of the session and more from the summit, completely free.
If marketers see consistently below benchmark open rates on their emails, despite providing quality content to recipients, they probably have some dead weight on their lists and need to cleanse them of inactive subscribers, says Jeffery Anderson, digital marketing manager at A Place for Mom. Those rates could also equal deliverability problems, Anderson tells MarketingSherpa reporter Courtney Eckerle. More highlights from the “Clearing Your List of Inactive Subscribers” video include:
- "I think that inactive subscribers actually are ... not just valueless, they have no value because they're never going to buy anything, they're never going to click anything, they're not going to do anything," he says. "But it's not just that they have no value; they're a liability."
- A tip: Marketers can check out their sender scores at senderscore.org.
To hear Anderson’s excerpt, as well as all the other great sessions from the Email Summit, just register here.