I admit it. I’m a recovering double opt-in fanatic. I was adamant that double opt-in confirmations were the only way to build a responsive email list. “If the new subscriber can’t even be bothered to click on the first link – in the first email they get – what’s the point?” But I’ve changed my mind, and it is because of hard data. The “If the subscriber can’t be bothered…” … Continue Reading
We’ve talked before about how we are relentless when it comes to cleaning our email lists. Our standard process is to delete any subscriber who has not clicked a link in the past 8 emails we’ve sent them. When I tell people this, they usually react with some measure of shock. “Why get rid of a good subscriber? They might buy something down the road?” Because they almost never do. … Continue Reading