Scott Paprocki says, “As marketers continue to examine the effectiveness of new channels and devices to incorporate into their marketing mix, your email list remains a key ingredient. Whether being used as a personal identifier across channels or as a tried and true channel for delivering marketing messages, marketers will continue to see benefits from maintaining an email marketing program, even beyond the inbox.

Maintenance is essential to keeping that email marketing program moving and hinges on managing the overlap between sender reputation, large inactive email lists and driving return on investment (ROI). In order to effectively manage reputation scores, marketers end up creating large inactive email files, even though this leads to leaving money on the table. To begin addressing the challenge, start with understanding your email subscriber list and you’ll uncover hidden opportunities to ignite engagement”.

Uncover hidden opportunities within your email list base

‘Experian Marketing Forward’ Blog

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