Email marketing is an important way to connect with your audience. However, you can’t just email people without thinking about who you are emailing. Segregation is an important tactic in email marketing and helps to reduce costs and improve returns.
However, the real money can be made in maintenance. Look at your list and consider removing anyone who hasn’t engaged with an email for at least six months. Perhaps even send those who haven’t engaged with a campaign for three months a quick email to ask if they wish to remain on a mailing list. This is a good way to see the true value of your mailing list.