Summary

This chapter was really about how we can apply what we learned about segmenting tools in the previous chapter – not just to help us engage contacts but to also manage our business or organization internally to ensure we’re making the best use of the platform and the tools it equips us with. All businesses require some amount of balance between external expenditure and revenue generation, and this is your first step toward automating that balance.

In this chapter, we learned more information about the nuances between different types of inactive contact statuses and what they could mean for your account. We also worked on how to develop an understanding to determine a definition of inactivity that best works for your marketing strategy, and how to leverage this definition as you gain more insights into your audiences. Having developed that, we learned about the nuances between archiving, unsubscribing, and deleting, and why in some cases one option might be more...