On 2021-05-04 12:50 p.m., Grant Taylor via mailop wrote:
Hi mailop,
I'd like to know if I'm off my rocker or if the person / company that
sent the message with the following excerpt is using purportedly once
good contact information /well/ /past/ it's best by date.
Note: This was the 2nd paragraph in the email. The first was a
shorter hi, here's who we are. It then went on to go into seemingly
on topic content for the company / mailing list.
You're getting this email from us because you had signed up for our
waiting list at some point in the last five years, and we promised to
keep you up to date. If you don't recall getting any emails from us,
that's because we haven't sent any. This is our first, but we promise
we'll write more frequently from now on. If you still don't remember,
head to REDACTED and check out our online test. If you don't want
these emails, you can unsubscribe following the link at the bottom of
this email.
I did subscribe to the list in question -- using an email confirmation
loop -- more than two years ago (25+ months). So, on the surface,
things seem logical. But 25 months of nothing makes me think that the
contact addresses they have on file are beyond stale.
Thank you for your time and have a good day.
Depends where you're located and the type of consent that was originally
granted. For example, in Canada there is a 2 year expiry on Implied
consent (existing business relationship), so 5+ years would clearly be
out of bounds here. Where an Express consent (by CASL's definition) has
no firm expiry so it would likely still be fine from a permission POV to
send mail to.
GDPR might also have something things to say about collection, use,
storage of the data for an extended period of time beyond the scope of
the original consent.
On the other hand as others mentioned best practice would say that
anything greater than 6 (or maybe 12 if you stretch) months old is too
stale. I push clients to start thinking about stale addresses at 90 days
as many mailbox providers have been more aggressive on filtering
non-engaged mailing lists. The more frequent they mail to more
aggressive you need to think about this. Does someone need another daily
email if they haven't opened/clicked on the last 89?
It's been a while since I've seen updated stats published but, this has
been fairly consistent for a long time, the average marketing email
database has about a 30% stale (churn) rate**per year; or 2-4% a month.
Over 5 years that could be a good portion of the list in question.
So overall not a great idea to send an email saying "Expect more from
us" without also saying "Click here to continue hearing from us".
~
Matt
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