John Scarrow

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

William Astout is an email marketing expert and L2 deliverability consultant at SmartFocus. Reach him at @WilliamAstout or


In light of the upcoming Email Evolution Conference 2016 in New Orleans at the end of March/early April, I thought I would share some of the lessons we learned from last year’s EEC.

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.

More Blogs