Do You Know Who’s on Your Email List?

Why It Matters

The piece argues this wastes budget and equity and urges executives to audit who is on their lists, retarget messaging by customer journey stage, and rethink email’s role toward retention and value rather than blunt acquisition.

Summary

Low email engagement and rising unsubscribes often reflect strategic failures at the leadership level, not just executional flaws, a MarTech column warns. A B2B financial‑services client saw acceptable raw unsubscribe and spam rates but extremely high unsubscribe‑to‑click ratios after its lead‑nurturing program dumped former leads and disqualified contacts into a generic monthly promotional stream, producing low opens, clicks and brand fatigue. The piece argues this wastes budget and equity and urges executives to audit who is on their lists, retarget messaging by customer journey stage, and rethink email’s role toward retention and value rather than blunt acquisition.