Economic crisis. Layoffs. Companies going out of business. Foreclosures.
Sure, this is a flyspeck of a footnote relative to issues of much greater gravity. But if you're an e-mail marketer, tough times call for a tough approach to e-mail list hygiene. Particularly for marketers who mail to B2B or corporate clients.
The person at the other end of a subscription to a newsletter, or who had requested offers or product updates, may not be at the other end of that same e-mail address any longer. And you're smart enough to know that when a terminated employee is glumly packing the contents of their desk into a cardboard box, the last thing on their minds is canceling e-mail subscriptions or clicking that "change of address" link.
There's going to be a tsunami of bounced, forwarded and otherwise dead-ended corporate e-mail out there. Maybe not the worst consequence of the economic crises, but not a pleasant prospect for e-mail marketers hoping to keep their lists -- and their reputations -- squeaky clean.
If you're a marketer or a publisher, I suggest you develop a new bounce strategy.
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Rebecca was previously VP, U.S. operations of Econsultancy, an independent source of advice and insight on digital marketing and e-commerce. Earlier, she held executive marketing and communications positions at strategic e-services companies, including Siegel & Gale, and has worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmann's RTL Television. As a journalist, she's written on media for numerous publications, including "The New York Times" and "The Wall Street Journal." Rebecca spent five years as Variety's Berlin-based German/Eastern European bureau chief. Rebecca also taught at New York University's Center for Publishing, where she also served on the Electronic Publishing Advisory Group. Rebecca, author of "The Truth About Search Engine Optimization," was ClickZ's editor-in-chief for over seven years.
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