Email Marketing - "Inactive is No Longer Neutral"
The following is a quote from their email to their subscribers:
"GetResponse has always had a strict opt-in policy, as have many ESPs for as long as I can remember. Permission based email is the key to success in Email Marketing. However… this may not be enough for your friendly ISP. The new word on the street is ACTIVE.
We’re hearing it at industry events and on blogs, everywhere the experts are talking about trends.
What does this mean? Well, when it comes to deliverability we’ve always been concerned with hitting the inbox and reducing bounces. Anything after that was gravy. This is changing. Here’s the deal.
Repeated mailings to inactive mailboxes are frowned upon by many ISPs. They consider it bad email marketing practice at best, spamming at worst. Either way, it can affect your domain reputation. So I’m going to kick off a discussion, and our GetResponse Deliverability Experts will follow up with detailed tactics and advice.
The bottom line is emails now have to be active, which means opens, clicks and forwards, in order to avoid ISP scrutiny. If you’re sending to people that rarely do any of these things, your deliverability (and rep) will suffer."
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How is this going to affect IMers, in your opinion? It appears that it's not just that emails need to be delivered, but opened on a periodic basis.
Obviously, that's the goal in any email campaign, but it appears that penalties might be in the works for those that don't get their emails opened.
Or is this a common practice that I didn't know of?
I'd love to hear the more experienced people weigh in on this issue.
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