One of the points that David Daniels of Jupiter Research reiterated yesterday is the need to clean up lists and weed out unresponsive email addressess. 37% of the marketers surveyed, according to
David, do nothing when it comes to unresponive email addressses. They continue to send email to the unresponsive address. Better would be have a program in place to re-engage those addresses, if they
are still acitve, or drop them if they are not. David suggested that if a year has gone by and you have not had a response, you should consider dropping that address or at least send a re-activation
email. On the other hand Dela Quist pointed out that for some lines of business that are tied to annual subscriptions and re-ups such as the insurance industry, where a purchase may only be made
once a year, removing names after a year would be a mistake. In these cases 3 years, would be a better time period to consider removal from the list.
