‘Accurate email address means actionable insights’ – Experian Marketing Forward
Spencer Collas says, “Incorrect data, especially an invalid or incorrect email address for a customer, has huge potential for lost revenue. For many organizations, email is the hub of the marketing strategy. An email address is the key data point that connects a customer’s activities across multiple channels and devices.
Without an accurate email address, your chances of linking your customers’ cross-channel behaviors are vastly slimmer, leaving you in the dark about both their behaviors and their preferences. That’s why it’s so important that organizations collect the right email address as early as possible in the customer lifecycle.
Here are three things to consider and three things to avoid when planning your email address acquisition and data quality programs. Because in marketing, what you don’t do is just as important as what you do.
Email address accuracy – three things to consider
If you have a brick-and-mortar store, collect email data at point of sale. This is one of the most common forms of email data collection. According to Experian Data Quality’s 2016 Data Management Benchmark Report, human error is the leading cause of inaccurate data. To minimize this risk, use an email validation solution and make sure you get the right data from the beginning”.
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