Validity: Why Data Quality Matters

The lifeblood of email marketing is the quality of data, virtually every campaign metric can be traced back to it. The better the quality of the data, the more likely marketers are to experience higher email open and click-through rates, more conversions, and a higher ROI.

Data quality is not simply a question of getting a valid email address, it's also about how that data is managed, the reputation impact of sending to those addresses, how that information is segmented, used for targeting, and the wealth of behavioural data that is generated through engaging those customers.

Good data quality is about both having the correct data, but also about having a complete picture (and data) too. Tune in to:

• Gain a better understanding of data best practices and their value
• Hear insights from the latest DMA research on how organisations manage their email data and ensure its quality
• Understand the challenge of balancing completeness with correctness when it comes to customer data