Maintaining list quality and monitoring deliverability are two practices that email marketers should continuously adopt to see their email programmes succeed. This chapter summarises key findings from Econsultancy’s research on these practices, covering:

  • Address value: Marketers should aim to understand the monetary value of email addresses on their lists. How can this help in the pursuit of company goals and objectives?
  • List quality: What are the factors that determine list quality and how do they affect the health of an email database?
  • Deliverability: Email and IT teams must share responsibility for deliverability. Why is this important topic often misunderstood, and how can marketers gain better control over it?