When the iPhone was introduced in 2008, the goal was to revolutionize cellphones.
(Levels of Sophistication Diagram - Click to view larger version)
I’ve always said that “Marketing is all Commonsense. It’s just it’s only commonsense with hindsight or when you have the luxury of time to see it.”
Email deliverability experts advise that it’s a best practice to remove addresses from your email list after a certain amount of inactivity. Even in my last blog post, I discussed avoiding list fatigue by not sending to non-engaged recipients. This is beneficial for a number of reasons. Most importantly, having a list full of disinterested recipients not only hurts your wallet, but can negatively impact your company’s sender reputation and deliverability. For plenty of businesses, this best practice is useful. However, in other industries, it is not only justifiable to extend the shelf life of your email database, but highly recommended.
I understand my word alone may not convince you of the power of consumer reviews so I’m bringing in some support from the bench: