Email marketing is one of the most effective channels ASPCA uses for mobilizing and staying in touch with its constituents. Due to the high churn rate of email addresses, however, email bounces are an ongoing problem. ASPCA decided it wanted to address its problem with undeliverable emails head-on. The organization knew that its donors and […]

In the perfect email world, subscribers would open and click on every email you send. However, even your most devoted fans will skip some of your messages. That’s just email life. In fact, despite all the best practices at your disposal, some – even many – subscribers will eventually go “inactive”. This means they stop opening […]

Each month in our continuing Partner Insights series, we ask several email industry experts to weigh in on a timely topic vexing email marketers today. This time, we’re delving into reactivation – specifically: how to reactivate subscribers that are not opening/clicking? Our panelists this month are: Tom Sather, Senior Director, Email Research –ReturnPath Simms Jenkins, […]

Your roving reporter had an opportunity to sit down (over email, of course) with several of our clients and ask a series of questions of interest to our readers. This is the second in our series of “Client Insights,” which we hope will provide you with answers to some of your most vexing issues. Our […]

“30%” is a term often used here at FreshAddress. But please don’t get all that excited! Not yet anyway! We don’t mean “30% off,” “30% savings” or even “30% more.” I wish I was able to offer better news when it comes to the percentage, “30%,” but unfortunately, it refers to a problem every marketer […]

Inactive customers might just be the most misunderstood and neglected segment of your customer database. According to email industry experts, 50% or more of a typical B2C (business-to-consumer) file can be inactive. Given the significant cost to acquire these customers and email addresses coupled with the substantial missed revenue opportunities due to inactivity, it is […]