
List quality
Use contacts with an appropriate permission basis and a working unsubscribe process. Purchased lists can introduce delivery problems and unsuitable recipients. Agree whether the evidence supports keeping, changing, or stopping the approach.
Separate new subscribers, recent customers, and inactive contacts where the data supports it. A useful message follows what the reader needs next. Record the decision as well as the numbers behind it.
- A written brief
- Named responsibilities
- Agreed review points




