Avoid the Delete Key

Assume you’ve done a great job at growing your e-mail list. You’re beating industry averages, and the annual net growth of your file — after removing bounces and opt-outs — is 50 percent. You’re happy! Your boss is happy!

Ah, but that’s only part of the formula for e-mail success. An indifferent audience is the death knell for catalog marketers. You want an active and involved audience.