Today's dose of must-know knowledge. | Trouble viewing? View in browser.

Why Inactive Subscribers Might Be Just Fine

According to conventional wisdom, if email subscribers remain inactive for at least one year, it's best to remove them from your list.

But Dela Quist takes a contrarian view. "Inactivity is normal activity," he tells Ken Magill in an interview at the Magill Report. "Inactivity is the default position for consumers. Highly engaged people are outliers."

Quist says there's no real need to cull inactive subscribers from your list. He offers reasons like these:

In his experience, inactive subscribers comprise 35 to 65 percent of every legitimate email list.
If you make a habit of culling them, and don't replace them with a larger number of new subscribers, you will effectively obliterate your list within five years.

"Quist calls inactive names on ... Read More

	Getting Customers to Talk About Your Product BEFORE They Get It
	Five Steps to Improved Local Search ROI
	Five Twitter Tips for B2B Marketers
	Four Steps to Take When You Lose a Big Client
	Five Must-Have Habits of Successful Video Marketers
	Four Mobile Email Myths You Need to Bust Right Now

More articles

When It Comes to Event Promotion, Email Marketing is a Must

Enter:Marketing

Alexis Brill says she uses a multi-touch approach when promoting events: direct mail, email, and social media. But email stands out as the most effective element in the mix. Read More

9 Clever Ways to Kickstart Stagnant Email Conversion Rates, Without Annoying Your Readers

Sparring Mind

New readers may love your content, but they probably won't appreciate aggressive list-building campaigns. Gregory Ciotti offers nine ways to lure them in without turning them off. Read More

Why Did My Email Land in Gmail's Junk Folder?

Email Karma

Late in 2011, Gmail started displaying the reasons for marking a message as important. They're now displaying reasons for placing a message in the junk folder. Read More

Writing duties got ya down? Come join us for MPU: Marketing Writing Bootcamp and make your writing sizzle for print, email, online, social, and more! Broadcasting live from May 10-23 with recordings available for a year. Save $200 when you use code WORDS.