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Has your email marketing data had a health check?

Published on 21 Sep 2017

Welcome to the Reading Room – a short round up of interesting reading about anything and everything to do with digital communication.

There’s a lot of talk about customer engagement in the digital world, but not a lot on the fundamental element of achieving this – data quality. Poor quality data or lack of data is a challenge faced by many organizations when embarking on their digital communication journey.

Understanding your database is a vital first step in your email strategy – it is simply a waste time, effort and resources to be working hard on email marketing campaigns, and then distributing to a questionable database. Read on for some tips and insight into giving your email marketing data a health check and the importance of marketing data quality in general.

Data hygiene

5 Reasons why email list hygiene is a serious marketing priority

An article that focuses on the importance of email list hygiene for email marketers. Written a couple years back, the content remains valid. Regular monitoring and updating of email marketing lists will not only improve deliverability, but also support the success of your email marketing campaigns. Discover why this is a serious marketing priority and get tips on how to maintain a healthy database.


  • Publisher: act-on
  • Access: Public
  • Download: None
Email Lists

Email list cleaning - divine tips to cleanse your email database

This article highlights the importance of having an updated email list, as marketers strive for high inbox placement/deliverability rates. The article quotes a survey that says the rate of email list decay is at 22.5% annually, proof that regular email list cleaning is vital to ensure a decent ROI. Follow the typical journey of an email marketer to understand where email list cleaning fits into the email campaign process, as well as why it matters. A great infographic is also included, which details the early signs of email deliverability issues, the need for email list cleaning and top tips.


Email Marketing

Leadership benchmarking report on marketing data quality

Of course, it’s not just about the quality of email marketing data – having quality marketing data in general is essential, as the more accurate information you have available on your target customers, the more effective your marketing efforts will be. This report is based on how marketing influencers plan to improve marketing data quality and why this is their primary objective.

Read the report to discover:

  • How you can deliver a best-in-class marketing data strategy.
  • The obstacles standing in the way of data-driven marketing success.
  • The strategic objectives to prioritize for the quickest impact.


  • Publisher: Informatica in partnership with Ascend2
  • Access: Registration required
  • Download: PDF (3.29 MB)
Alison Treadaway

Alison Treadaway

Vice President, Marketing, Striata, a Doxim Company

She joined the Striata in 2002, and served as Managing Director of the African region for 13 years. Prior to this, Alison’s experience in Internet-related solutions included marketing and sales positions at Internet Solutions and Dimension Data.

Alison has 24 years of experience in the ICT sector. She holds a Bachelor of Arts (Languages, WITS) and a Post-graduate Diploma in Business Administration (WITS Business School).

Read more of Alison's blog posts here or connect with her on the following social channels: