E-Commerce Insights: 5 Online Metrics to Maximize All That Data

ISPs heed to what shoppers do with your message. If they see a high percentage of your list opening and clicking, they’re quick to deliver the messages. If you’re mailing to a bunch of inactive addresses, the ISPs will hold your mail, shunt you to a junk e-mail box or not deliver at all.

Mailers sending messages once a week ought to mail to inactive e-mails once a month — send a reactivation offer, anything to get them opening and clicking again. Mail your inactive addresses two to four hours after sending to your good names.