Most marketers know the significance of email to their overall online marketing strategy.
It’s especially powerful when used in conjunction with the Agora Model. Because email still outperforms every other marketing channel by returning more for every dollar spent on it. (See accompanying chart in Big Mistake #2 on page 7 of our Special Report, How to Avoid the Top 7 Big Mistakes Marketers Make with Online Prospects).
Yet too many marketers still doubt the accuracy of their current email subscriber data. As indicated in the MarketingSherpa 2012 Email Marketing Benchmark Data Report, only 19% of marketers feel more than 90 percent of their email marketing subscriber data is correct and current.
More so—inactive, outdated email subscriber data poses an especially unique dilemma.