Consider this scenario; you spend a week preparing to send out an email campaign. You take care that your content is relevant, you share a whitepaper to add value, you add CTAs strategically to promote your offer and create compelling subject lines to do an A/B test. When the D-Day arrives you excitedly roll out your campaign keeping your fingers crossed for good results.
What happens next is a dismal affair. You see more than 40% of your emails in the junk folder. After all your efforts, majority of your emails were not even delivered! On investigating you find out that most of your email addresses on your list either do not exist or are not updated. So, what went wrong? The one and most important thing you forgot to check is the quality of your database. When was the last time you cleansed your database?
