A marketing database is usually robust and contains too much information to perceive all of it. Once a marketing campaign starts off, databases start losing their validity. The primary reason for this is the change in the details of the consumers. However, marketers are not aware of this and continue with the unmodified databases whose details are gradually becoming invalid. The result is increase in number of bounces and lesser deliverability rates. Does this sound too horrifying?
Not being able to achieve the desired results through your marketing campaigns will result in the failure of your marketing campaign and eventually your products. To combat this, you must verify your marketing database at frequent intervals.
