Commentary

How Do You Define "Inactive" In Email?

It depends, of course. Every brand has to measure a number of parameters before determining when a user is really inactive. Our panel on "Searching for the Next New Thing" at the Email Insider Summit last week wondered aloud, when does inactivity mean your email approach isn't working? MODERATOR  Karen Peterson, Vice President, Marketing, Ancestry.com    PANELISTS  Kurt Diver, Manager of Delivery Consulting Services, Sendgrid, Morgan Kazan, Director, Email Marketing, Donorschoose.org, Ryan Phelan, VP of Marketing Insight, Adestra.

You can find the rest of this panel, and more, at our Email Insider Summit page here.

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About the Author

Steve Smith is the Editorial Director, Events at MediaPost where he oversees all OMMA and Insider Summit event content. He is also the longtime Mobile Insider/MoBlog columnist for Mobile Marketing Daily. A recovering academic who taught media studies at Brown and University of Virginia, he spent the last decade as a digital media critic for numerous publications and as a digital strategy consultant. He also writes for Media Industry Newsletter and eContent magazine. Contact him here.