It may sound simple, but one of the key elements behind a successful email campaign is having good quality data. Primarily to give you piece of mind that your emails will be delivered, but also so you can be confident that the recipient will actually be interested in the content once they receive it.
Collection of data can be done through a number of different methods. Most techniques however are sporadic and only provide you with opportunities to capture data on certain occasions. Some techniques such as purchasing data are unlikely to provide you with lists that contain subscribers who have opted in to receiving your emails, which will lead to that heart breaking moment when you realise only a few of the recipients have opened your campaign. Worse still, that it has not even been received, as the email addresses no longer exist!
So, how can you build or continue to build a clean, reputable database?