There’s a clear correlation between the stage of your organization's digital marketing "maturity" and the effectiveness of your online marketing programs. By "maturity," I mean the level of your organization's sophistication in digital marketing. Most organizations fall into one of three distinct stages at any point in time:
There’s a heated debate in email marketing over what to do with inactive subscribers and whether or not they can seriously harm a sender’s reputation, deliverability and response enough to justify no longer emailing them. The passion on both sides of this issue – the potential harmful downside of continuing to mail “inactives” juxtaposed with the potential helpful upside of keeping them on your list – makes this argument one worth taking a closer look at.
photo credit: thelittleone417 I preach a lot about getting email out of the silo it’s often relegated to within companies or marketing departments, and these days I think most marketers realize how important good email integration with other marketing (especially digital) channels and sales systems is to success. But once you’ve created a regular email communications program, or developed your smart auto-responders, are you remembering to strategically use email to strengthen and encourage relationships with your list members in other channels?