Since 1996, http://Mediapost.com has been the largest and most influential media, marketing and advertising site on the net, providing news, blogs, directories to help our community of more than 100,000 members better plan and buy both traditional and online advertising.
By MediaPost Communications
Published on 12/9/2009
As the end of the year nears, here are four predictions for 2010:
Inactivation campaigns will become more important, thanks to ISPs giving weight to engagement metrics when determining whether to deliver to the inbox or junk folder or to block email. Marketers with 50% or more of their list inactive will have to start devising strategies to deal with reducing that level. It will start with each company defining what "inactive" is for them, then progress to segmentation tactics to message inactives differently, and possibly culminate with reactivation campaigns that give subscribers a chance to reaffirm their interest or be dropped from the list.