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As a result of recent changes in Google’s popular Gmail product, newsletter publishers need to take a close look at slimming down their subscriber lists to prevent readership from plummeting.
Email services have long tended to punish newsletters that are sent to large numbers of “spam traps” — AKA abandoned email addresses — sometimes shunting them to spam folders or blocking them altogether. So the need to weed out subscribers who never open a newsletter is nothing new.