Tom Sather has a good summary of the problems with inactive email addresses and why data hygiene is critical to maintain high deliverability. These recommendations are some of the most difficult to convince people to implement. Some of my clients even show me numbers that show that a recipient that hadn’t opened or read and email in 18 months, suddenly made a multi-hundred dollar purchase...
I hope my series on zombie addresses has convinced you that there are zombie addresses on your list and that you should be concerned about the effect they have on delivery and metrics. Today I’d like to talk about what you can do to get rid of zombie addresses without affecting too many actual subscribers. One thing that many companies struggle with while dealing with zombie addresses is...
Last week, in Zombie email: part 1 and part 2 I talked a little about the history of email addresses and how changes in the ISP industry in the early to mid 2000’s brought about the rise of zombie email addresses. Today we’ll look at the effect zombie addresses have on email stats and why ISPs are starting to monitor zombie addresses. A zombie address, despite the fervent belief of...
In zombie email: part 1 I talked about how email addresses were tightly tied to internet access in the very early years of the internet. We didn’t have to worry about zombie email addresses because when an account was shut down, or ignored for a long time then mail would start bouncing and a sender could stop sending to that account. There were two major changes to email accounts in the...
Zombie email addresses: those email addresses that never really die, eat your brains and destroy your email delivery. To understand zombie addresses and why they’re just now becoming a problem, we really need to understand some of the history of email addresses. In the early days of the net, people got an email address usually associated directly with their access to the Internet. Many of...
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