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Email list decay: inevitable but not necessarily bad

Email list decay: inevitable but not necessarily bad

Marketers and salespeople work hard to earn email addresses from prospects and leads with whom they’d like to communicate in order to educate them and to stay connected with them through their buying journey.

Plus, it feels good to see a list grow and thrive, especially if it has been cultivated organically and through efforts designed to attract engaged readers. Unfortunately, not all the names in a contact database remain valid as time goes on.

Reconnect with inactive email subscribers – or drop them from your list

Reconnect with inactive email subscribers – or drop them from your list

Bigger isn’t always better, especially when describing your subscriber count. Of course, you want to be actively growing your email list; but you also want to be sure your list encompasses people who are interested in your email content and are engaged with you rather than “dead” subscribers, names on your list who have not engaged with (opened, responded or clicked) any of your emails in at least six months.