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BtoB

Most companies still emailing inactive subscribers

Published on .

San Bruno, Calif.—A new study from email marketing company Responsys Inc. finds companies are generally failing to monitor inactivity among email subscribers, with about 54% sending emails to those who have been inactive for more than three years. According to the company's “Email Engagement and Deliverability Study,” 31% of companies continued emailing inactive subscribers with no frequency reduction, while 23% continued with reduced frequency. For its study, Responsys subscribed to more than 100 company email alerts, engaged with senders for a short while, then let 40 months go by with no activity on its part to gauge continuing email frequency.
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