How do you convince leadership that a small email list is infinitely better than a massive, dead one? I inherited a Hubspot portal with 400,000 contacts, and I’m pretty sure 70% of them are fake emails or people who haven't opened a message since 2018. My VP won't let me purge the dead weight because he wants to show the board that our database is growing, even though our deliverability rates are actively tanking. Infuriating.

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Not a pro here, just thinking out loud. Is there a way to frame your proposal as progress for the board? I.e., supply your VP with supporting data, case studies, articles. So that they have some ammo selling this to the board.

Also, as a user, for one reason or another: some newsletters I open but never click any links. For years. Doesn't mean I'm dead as a prospective customer. Would my address be among the purged? In your pitch, can you include a detailed solution for such cases?

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