Maintaining Email List Quality

Chapter 3 of List Quality and Deliverability in Email Marketing

Maintaining list quality is a process that mixes analysis when emails fail to deliver with steps to improve the email experience for customers. This chapter looks at best practices for this process.

By Kath Pay

11 minute read

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?