Email lists are about quality over quantity
from Folio Magazine
Size matters. At least when it comes to your inactive email list. That’s a message Google and other email providers have made loud and clear to publishers with bloated email lists. Email deliverability is an ongoing concern in publishing as spam filters become more selective, which in turn are impacting IP reputations. It goes without saying that this is a big deal, but it’s something most publishers should embrace.
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