CBSSports thought that they were and initiated a major list cleaning, by asking their subscribers how much email they wanted to receive.
In April, CBSSports began re-opting subscribers who had been inactive for six to nine months. The process was finished in August. Each inactive subscriber received two messages: a notice and a final reminder.
This is an example of a company seeing the value of email and at the same time realizing the potentially overwhelming volume that they might send to their subscribers.
For more list cleaning ideas see Keeping your lists clean.
Source: Magilla Marketing