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… lists will reduce your ESP cost. Targeting – By identifying your inactive subscribers, you can send re-engagement offers directly to them, target them on social media, and see if you can get them re-engaged. Relationships – By having a clean list, you know that you’re engaged with subscribers that care so you can better focus your messaging…
We’re focusing a lot on email marketing recently because we’re really seeing a lot of problems in this industry. If an executive continues to pester you on your email list growth, you really need to point them to this article. The fact is, the larger and older your email list, the more damage it may be having to your email marketing effectiveness.