Email list quality directly impacts deliverability, which in turn affects whether the brand can reach its campaign objectives. This chapter examines the link between list quality and business success in depth, covering:

  • Impact on deliverability: How are deliverability rates calculated and what does research indicate about the fate of messages marked as spam?
  • Maintaining list quality: The accuracy and validity of email addresses in any list will decline over time. What steps should marketers take to counter this effect?
  • Email address value: Understanding an email address’s monetary value is a worthwhile undertaking for businesses implementing a strategic email marketing programme. How is this value calculated?