What CBS Sportsline did it to its Database DeadbeatsCBS realized that these database fungi were doing nothing for their email success rates and it gave them one opportunity to confirm if they wanted to receive emails from Sportsline and then deleted them from if no response was provided. As reported by MarketingVOX "The move was made to create a more engaged and active recipient pool after discovering that the high volume of emails was diluting its brand instead of building equity."
While you may not want to be as cut throat (you may want to give people 2-3 chances to opt back in), you need to take a good look at your database and create segments that are not solely based on say vertical or demographic information but also based on activity. Consider sending different call to actions to those who have not expressed any interest in any of your recent email campaigns or visited your website in the last few months. This can include a survey in which you ask them what they want to receive or if you should just remove them all together.
Why do I Need to do Anything? They'll just Unsubscribe if They are not InterestedYou may be saying "if these are not interested in receiving our emails, they will probably just unsubscribe ". However, that's not the case as some email recipients are scared to unsubscribe as it may be used against them (it confirms they exist) while others can't be bothered and will just delete your email. Even worse, some may report you as spam. It may be time to say adios to your database deadbeats before your database becomes a mess of data that no one has any faith in.
The cleaner your database, the better response you will receive and the more your confidence your marketing and sales teams will have with it.