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

By Tom Sather

Instead, create a win-back strategy to re-engage your inactives, and take more than one crack at delivering a message that resonates with them. Some email marketers are too quick to remove inactives from their lists if they don't get an immediate response from their initial message. We conducted research last year that found it took, on average, 57 days before inactives re-engaged after receiving a win-back message.

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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.