Digital Marketing Insights

Deliverability is Key: Watch Out for List Churn! Even Obama has 4 Email Addresses.

It seems even our new president can’t escape the inevitable change of email address. According to The New York Times, Obama had four different email addresses during his transition to the white house. With industry estimates pegging annual email address list churn at 30%, this underscores the importance of implementing list hygiene practices to stay current with your subscribers addresses and improve deliverability. What’s the best way to do this? Make it easy for them to change their email address with you when they move. This can be handled efficiently through an easy to use preference center, such as the ones from Baby Center and yes… even The New York Times.

Posted by: Kristin Hersant at 11:21 AM
Categories: Baby Center, Obama transition, The New York Times, annual list churn, email addresses, email marketing, preference centers