Ask HN: do you ever clean your email marketing db from inactives?

Re:Ask HN: do you ever clean your email marketing db from in... by davismwfl on Wednesday December 04, 2019 @09:44AM (#21702530)

I worked on CRM and Marketing automation software for quite a long time, and we always maintained lists by doing staged cleanings. We would place people in segments based on their interaction until we hit that point where we would move them to an inactive segment completely (but they may have gone through 10 segments first). We would occasionally target the inactive list with special offers but in general we didn't do it with regularity. The lifecycle and journey of the email through different segments was really quite specific to the client type and the journey type.

So to answer your question more directly, it is a critical part of what people need to do to have proper response rates and to minimize issues with third party filtering systems. There is an absolute need for this type of stuff, I am just not sure if there is a large market opportunity here. Enterprises should be doing this already so you target would probably be SMB's and other similar businesses, which means lots of work for low dollar sales most likely. Maybe I am wrong there, but that's my initial thought.

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Re:Ask HN: do you ever clean your email marketing db from in... by federiconitidi on Wednesday December 04, 2019 @10:22AM (#21702885)

Hey thanks, SMB is a very valid point. Were you working with b2b or b2c customers/subscribers?

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Re:Ask HN: do you ever clean your email marketing db from in... by davismwfl on Thursday December 05, 2019 @08:31AM (#21712084)

I worked on both, b2c and b2b. The journey's and acceptable patterns differed between those broad categories but the underlying process was identical.

SMB market would be where I think you'd have the greatest success with a product like this, again you'd just have to see what people are willing to pay. What I have seen is most of these types of products are priced either in bands based on # of subscribers or on a per record basis. You would have to just see what it is worth to people and see if you can monetize it at a rate that is worth the effort. I'd think there is a way just given how many people need services like this in the SMB market space, but they also can be a tougher market to sell into and keep happy. They'll pull the trigger faster on sales but can be very demanding of your time in support and in general expect a lot for the price they are willing to pay. Enterprises will demand a lot of support but they accept paying a premium when they are getting what they need, in general.

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