In a very bold move this week, Hubspot, a leading online marketer, purged more than 250,000 email addresses. As I’ve previously written, email addresses are very valuable to your organization. According to Blackbaud’s annual Luminated study, in fact, each individual email address is worth an average $12.46 in donations.
So one might think that purging 45% of your company’s email list is either truly inspired or totally crazy. Then, again, it might just be completely practical.