Our client Swinton has over a million customers for which they have an email address and we had been working with them for a few months on some of their product focused emails.  We knew that there was much more they could be doing with email marketing and wanted to push the boundaries for them.  Our triggered email activity was first discussed in January when we received a nice timely email from Pizza Express offering BOGOF on all pizzas to celebrate the fact that the snow was finally melting and people were now able to get out to eat again. This triggered our own thoughts – “Wouldn’t it be great if our Swinton emails could be a bit more timely and relevant and well…. interesting really!”

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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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