Heurelho Gomes (The Brazilian Octopus) in the mid 00s had worked hard at building a reputation in Holland and Brazil as a fantastic shot stopping goalkeeper.  However, when Gomes signed for Spurs in 2008 for £10m the reputation he had created for himself now counted for nothing.  He had to start again.   He had to re-build that reputation by performing well for his new club.   To be honest, he’s struggled at times and he’s made some right howlers (remember Fulham away!) but he’s still working hard to build that reputation up to the same level he had whilst he was at PSV.

And your point being, I hear you ask?  Well, I have a great deal of empathy for Heurelho as I’ve recently found myself in a similar position.  I’ve recently been involved with the re-birth of a client’s IP address.  I’m not going to lie this has been quite a traumatic experience.  It’s been difficult.  It’s been complex.  It’s been emotional.  The reason for these emotions, well, when you move IP address, you start from scratch, just like Heurelho.  All the hard work you’ve put in building up your reputation in the past now counts for nothing, just like Heurelho.

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It’s fair to say I’m not the brightest star in the sky.  So when I found myself getting involved in a conversation about the intricacies of email deliverability recently, I adopted my usual strategy when involved in situations like this: I nodded a lot, agreed with everything and escaped for a toilet break as often as I could.

But despite the awkwardness of this conversation, I started thinking to myself: I can’t be the only person involved in email marketing who finds the issue of email deliverability as confusing as a woman’s fascination with cushions and soft furnishings. And that’s what motivated me to write this blog article.

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Over the course of the last two years I have been involved in several conversations regarding what we should do with dormant or unresponsive email subscribers.  These conversations have always been rather enjoyable due to the complex nature of the issue.

One side of the argument has always been that once an email address has been dormant or unresponsive for 6 to 12 months then it is quite right to remove the address from the email file but I tend to sit on the opposite side of the fence.

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