Every email marketer eventually faces the same dilemma: how long should you hold onto inactive contacts before removing them from your list?
Delete too soon, and you risk losing potential future customers. Wait too long, and you could damage your deliverability, skew your metrics, and undermine your overall campaign performance.
In 2026, with smarter inbox algorithms and stricter data expectations, getting this balance right is more important than ever.
What Counts as an “Inactive” Contact?
Before deciding how long to keep them, you...
Every email list has them—subscribers who once engaged but have since gone quiet. They’re often referred to as “sleepers”: contacts who haven’t opened, clicked, or interacted with your emails for months (or even years).
The question is simple, but the answer isn’t: should you keep emailing them, or is it time to let them go?
In 2026, with stricter data expectations and smarter email algorithms, the way you handle inactive subscribers matters more than ever.
What Exactly Is a “Sleeper”?
A sleeper is...
In 2026, data is no longer just an operational asset—it is a strategic, regulated, and highly scrutinised cornerstone of business. For UK companies, where and how data is stored has become a critical decision that directly impacts compliance, security, customer trust, and long-term growth.
With evolving legislation, heightened enforcement, and increasing cyber risks, UK-based data storage is no longer a “nice-to-have”—it’s a business imperative.
1. A Rapidly Evolving Legal Landscape
The introduction and phased rollout of the Data (Use and Access) Act...
Email deliverability is one of the most critical factors in successful email marketing. No matter how engaging your content or compelling your offers, if your emails don’t reach your subscribers’ inboxes, your campaigns can’t succeed.
Deliverability isn’t just about avoiding spam folders — it’s about building trust, credibility, and consistent engagement with your audience. Here’s a guide to the key cornerstones of great email deliverability.
1. Use a Recognisable “From” Address
The email sender name and address are often the first things...
Email marketing is one of the most effective channels for engaging customers, driving conversions, and building lasting relationships. But how do you know if your campaigns are truly working? The answer lies in tracking the right metrics.
Not all metrics are created equal — focusing on the wrong numbers can be misleading. Here are the five most important email marketing metrics that every business should monitor.
1. Open Rate
What it measures: The percentage of recipients who open your email.
Open rate is...
