The standard advice on email list cleaning is to purge aggressively. Florin Armasu, with 15 years and enterprise clients behind him, argues that discarding 80% of your database is not best practice -- it is waste.
Florin Armasu, CEO of Data Innovation and creator of Sendability, unpacks the open source stack, deliverability disasters, and metrics that actually matter after 15 years of sending emails for brands like Nestle and Brown-Forman.
Open rates are now fiction. Florin Armasu makes the case for active database growth rate as the single most important metric in email marketing -- and explains why almost nobody tracks it.
A major FMCG brand got blocklisted at Hotmail, risking 5 million euros in lost revenue. The worst part: they did not notice until someone checked the per-provider metrics.
Florin Armasu runs Mautic, KumoMTA, and Qmail -- a 1998 mail transfer agent -- in production for enterprise clients, and his stack outperforms most commercial ESPs.