E-Mail: Operation Retention - How to Keep Your e-Mail Housefiles Healthy

As a marketer, people work hard every day to grow their e-mail list. They run promotions, solicit Web registrations, fight battles with other departments and basically do anything they can think of to build their list. Unfortunately, not all the data they gather is sound. People make mistakes on registration forms. Customer service reps make keystroking errors. There also are bad apples out there intentionally trying to cripple their list. And what happens over time? What was once a predominantly healthy list begins to ail. People move. Individuals change jobs. E-mail addresses change. It's up to people to keep their e-mail housefiles healthy.