Listenbereinigung: Wenn die Grösse sehr wohl einen Unterschied macht

Recently I was speaking at the Online Trust Alliance's Cybersecurity Forum. At the event, policy makers, government, law enforcement, and businesses came together to discuss the tactics to deal with cyber-attacks and foster trust online. At the forum, one thing was immediately clear: ISPs will block senders that mail to too many dormant email accounts. In a survey of 1,001 consumers conducted by my firm, we found that 31 percent of consumers stated that they changed or created a new email address in the past year. This would indicate that there are potentially tens of millions of dormant email accounts, particularly at free webmail providers such as Yahoo, Hotmail, and AOL.
Marketers must not only look at click-through rates but also use click-through data as a segmentation attribute to target subscribers that are not engaged. What is alarming, however, is that less than half of email marketers actually segment lists by email click behavior. In an executive survey to 368 email marketers that my firm conducted earlier this year, we found that 41 percent of marketers have used email click behavior as a segmentation attribute in the past six months. Clearly, most marketers are sending the same message to every customer regardless of their engagement, without even understanding if this subscriber or email address may be dormant. Our study went on to find that the number of marketers that cite email delivery as a challenge was over two times greater for those marketers that were not segmenting than those that were segmenting their lists. List hygiene is important, and the failure to remove non-responsive subscribers from your list is wasteful and potentially creates delivery issues.