Dela Quist

Jeremy Zimmerman is Associate Content Editor for Target Marketing magazine and Direct Marketing IQ.

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

Email marketers who don’t test subject lines could pick one that performs 42 percent below their own average 10 percent of the time. And only testing two subject lines isn’t enough, either, says Dela Quist, founder and CEO of Touchstone Intelligent Marketing.

It turns out, inactive email subscribers aren’t a lost cause for marketers — even if they never open or click an email again. Inactives are worth 32 percent of actives, because they do still notice the emails and read subject lines or more — then buy, finds MailChimp.

For years, email marketers have relied on a metric that was thought to be a rock-solid indicator of two things: That the number of clicks or opens could be translated as a measure of engagement, and that by pruning dead subscribers from a list, and thereby increasing your engagement, your reputation with ISPs would be increased. However, Dela Quist—the CEO of London-based email marketing agency AlchemyWorx—shook up the email marketing world, as reported by Ken Magill this week, by challenging the long-held doctrine of not emailing to inactive subscribers.

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