Purging email data?
According to their website, "Blue Sky Factory is a leading provider of products and services designed for online marketing communications." As an online marketer, I subscribe to their newsletter to keep up with the industry. Apparently I was not active enough so I've been unsubscribed. Here is the email they sent me:
Hello from Blue Sky Factory!
We noticed that you've never clicked on a copy of our Factory Direct monthly e-newsletter.
Was it something we said?
In order to respect your privacy, we have now removed you from our Factory Direct mailing list. If you would like to continue to receive your copy of Factory Direct, chock full of industry news, email marketing tips and so much more, please click here to re-subscribe.
Otherwise, we are certainly sad to see you go! If you have any comments or suggestions you'd like to share with us, please email us.
Sincerely,
Team Blue Sky Factory
Last time I checked it just doesn't cost that much to store an email address. But, email marketing is their business... So now I wonder what the goal of this act is? To clean up data? To reengage those really interested?
Is this a good practice? What do you think?
Labels: data hygiene, email, marketing
posted by Heather Fignar @ 9:26 PM
1 comments
1 Comments:
I read your blog, and I have to side with Blue Sky on this. I have done this before a few times. It isn’t the cost of storing of the email that’s an issue, but the cost to email them (this type of purge can remove hundreds of thousand of inactive email addresses) and what it does to you metrics. If somebody hasn’t opened or clicked in a year, maybe: 1) there isn’t a live person on the other end, 2) they don’t care and are deleting the emails, 3) they are going into a spam filter (which is another issue) or any other myriad of reasons.
For a while my email power was in the size of the list, then I realized that the power was in their response. I would rather have 100,000 active recipients than 500,000 recipients of whom only 100,000 open the email and act on it. The change in CTR was drastic after the purge.
Just my 3 cents.
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