Time and time again I hear marketers reluctant to suppress old and/or inactive segments from their subscriber file. While recovering one-time purchasers or openers from an old segment may sound like a good idea, doing so without meaningful data to drive your decisions can be disastrous.
I recently ran into a situation where a sender was switching mailing systems. They believed, prior to the migration, their bounce processing was not sophisticated enough to remove selective hard bounces. The fear was that valid subscribers had been suppressed along with unknown users and malformed addresses. Their solution was to send a one-time mailing to determine which addresses did not get rejected and then add them back into their regular mail stream. Understandably, it is hard for a marketer to let go of a large file with potentially valuable email addresses sprinkled throughout. However, without the proper email intelligence and metrics, mailing into an aged portion of your file that you haven’t communicated with in months (or years) is very high risk and can seriously damage your reputation and deliverability. If you are looking to mail blindly into a file without any behavioral data or strategy, expect to run up against the following:
So remember, without the proper data, a mailing sent solely to salvage old names is going to do you more damage than it’s worth. If you have enough insight and metrics, properly managing the life cycle of a subscriber and incorporating an ongoing win-back strategy to keep your list healthy is within reach!
Wayne received his Bachelor of Science in Applied Science from Kingston University.
Helen received her BA (Honours) Business studies degree from Nottingham Trent University.
Tunc holds a Bachelor of Computer Science from Macquarie University.
Cecilia has Bachelor of Economy with an MBA for Business and Technology Management
Kevin received his Bachelors from Bentley University in Waltham MA.
Greg has BSBAs in Economics, Finance and Real Estate from University of Denver and an MBA from Dartmouth’s Tuck School of Business.
As Senior Vice President of Marketing, Kate leads all of Validity’s marketing efforts.
Kate holds a Bachelor’s degree in Spanish Language and Literature from Regis College.
Eduardo has practiced law for more than 20 years in both corporate and law firm environments. Eduardo has broad legal experience in SaaS commercial transactions, risk management, M&A, due diligence, entity and product integrations, intellectual property, data privacy, regulatory compliance, and corporate governance.
Eduardo has an LL.M. in Securities and Financial Regulation from Georgetown University Law Center, a J.D. from the University of Pittsburgh School of Law, and a B.A. from the University of Dallas.