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Email marketing lists 'are constantly in flux'
Mar 18 2010, 09:00 AM
Email marketing lists need to be regularly updated due to previous subscribers opting not to receive such messages any more and new recipients being added, it has been explained.
Industry commentator Karen Talavera told MarketingProfs that it is important not to make assumptions that people who have signed up for email messages in the past still want to be contacted.
"Most email lists are in constant motion," she said. "You can't assume that every subscriber is going to stick around indefinitely, or that every prospect will become a customer."
Ms Talavera added that is was important for marketers to create valuable, subscriber-only content that will provide recipients with knowledge not available to people who don't receive such messages.
Earlier this week, industry commentator Ben Hatton told LDP Business that email marketing campaigns should make use of tools such as customer relationship management offerings to help send more relevant and personalised messages.
Posted by Neil Hill
Clean and verify your email address database to increase campaign ROI 
