Tor cleans up their lists


Recently I got an email from Tor. Apparently they’re watching their opens and clicks and they noticed I hadn’t loaded any images recently.

We notice you haven’t opened the newsletter in a while, and that’s okay: we know you’re busy. That’s why we create our newsletter from scratch each week, to highlight the articles we think you’ll love and round up some of our top stories.
It’s a great way to catch up on what’s happening on the site and get access to cool perks, like early looks at some of our original fiction. We want to let you know about some of the great content on the site, and give you the chance to keep receiving the latest science fiction and fantasy news.
To continue receiving’s weekly newsletter, please: Confirm Now!

I like the Tor newsletter, and I do open and read it. But my mail client is not configured to load images, and Tor’s newsletter is readable without images on.  I’m always reassured, though, when I see companies acting on best practices in the wild.

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  • It is nice to see companies reconfirming email addresses that don’t appear to be actively reading their emails. I don’t usually see reconfirmations sent to my personal accounts because I so rarely subscribe to marketing email. But I *do* notice it — to my spamtraps. 🙂 Needless to say, the companies that reconfirm and then disappear from spamtrap collections end up with a lot fewer deliverability issue.

  • “Still interested in receiving HP communications?”
    “Keep your HP products up-to-date
    You are currently subscribed to receive eMail with the latest support for your HP Products. Your current profile shows no active products. Please access your profile and add any HP Products you have. We will notify you whenever there is new support posted for those products. Thank you.”
    I gave them my email address when they demanded it in exchange for current drivers for my work desktop. And then I proceeded to not interact with them at all for about five years.
    Recently, I bought an HP all-in-one scanner/copier/printer (mostly because I needed one, and it was on sale for the same price as the ink that’s in it) but I haven’t registered it with them, because I’m not sure I want another five years of marketing cheese.

By laura

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