Welcome to the Off-Season ... Now Get to Work

By Tom Sather

Scrub Your List
And now for your inactive subscribers: Spring cleaning is in order, although efforts that start now probably won't affect your program until summer. The most important thing to remember about email list hygiene is that its goal is not to pare down your list, it's to maximize your ability to drive revenue from your email program. That means getting your messages delivered to the inboxes of as many potential customers as possible. Simply cutting off unresponsive subscribers won't do this.

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Companies:
Return Path, Inc.

Tom Sather Author's page Tom Sather is Return Path’s senior director of email research. Tom uses his knowledge of ISPs, spam filters and deliverability rules to advise marketers on how to get their email delivered to the inbox. He began his Return Path career as an email deliverability consultant working with top-brand clients like eBay, MySpace, IBM and Twitter. Tom’s previous experience includes roles with email service provider Experian and on the abuse desks for AOL, Bellsouth, AT&T and GTE.