Providing customers with options for correcting their own data and managing preferences is key to discouraging unsubscribes and spam complaints. This chapter looks at how to maintain list quality, covering:

  • Data correction systems: Understanding why an email fails to deliver is possible by adopting best practices for handling data correction. What are the steps in this process?
  • Opt-out options: How can email marketers balance business and customer needs when handling temporary opt-outs around holidays such as Mother’s Day?
  • Reactivation: Bringing back formerly active customers who are on the brink of churning can be a worthwhile step. How can marketers effectively reach out to lapsed subscribers?