Good tidings don't always get good results |
Is your email list ready for the holidays? |
Good tidings do not necessarily yield good results, especially when using an old, unengaged email list. In fact, according to Act!, the average distribution list suffers around 25% decay each year, meaning that a quarter of the emails sent to those lists will bounce. Over time that decay will worsen and contribute to more bounces, which will hurt the sender's reputation, and cause more of their emails to be flagged as spam. As you might guess, the more spam and bounces an account gets, the more its overall deliverability rate plummets, leading to bad campaign results and possible blacklisting.
|