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Marketers Are Too Quick to Abandon Inactives: ReturnPath

  • Yahoo, Thursday, May 8, 2014 4:50 PM

Marketers may be giving up on inactive email users a little bit too soon, according to a new report from ReturnPath. The "Email Win-Back Programs: Everyone Recommends Them, But Do They Work?" report looked at 300 million messages sent to 100 million subscribers and found that 85 percent of those labeled as inactive, weren't totally inactive. At the minimum these consumers, opened win back email campaigns and didn't unsubscribe. 

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