We've all seen hoarder reality shows where camera crews navigate through homes owned by people who have not tossed out a newspaper since the Nixon administration. Email marketers have hoarding tendencies as well: If you check your subscriber lists, you'll probably find contacts lingering who should have been dealt with long ago.
Instead of sitting in limbo, uncertain whether to save or dump email addresses, you need to decide which contacts you should keep and which ones you should trash.
Use the following advice to either break up with do-nothing subscribers or revive contact with subscribers who still hold value.
Long-Unresponsive Subscribers? Flush 'em
The only reason to send an email newsletter to subscribers is that you have a reasonable expectation that they will respond in some way.
If a subscriber is that in name only and long ago ceased expending any effort in relation to your email missives, such as actually opening them (never mind clicking on your calls to action), then call in 1-800-EMAIL-FLUSH.
We email marketers are the nostalgic kind, and we tend to keep hope alive in the face of all rational evidence to the contrary. And so most brands will not say goodbye to subscribers until they have given one more shot for old times' sake via a reactivation campaign.
The Three Basic Reactivation Campaigns