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

By Tom Sather

By starting your win-back process now you can provide yourself with enough time to verify whether inactives are a lost cause or just slow to respond. As for cutting your list, yes, before your most critical marketing season do remove subscribers that haven't interacted with your messages for a very long time and haven't been moved by a win-back effort. Their presence on your list sends a clear signal to mailbox providers that at least some portion of your messages are going to people who don't care about them, and this will absolutely influence your overall inbox placement.

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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.