
List quality
Use contacts with an appropriate permission basis and a working unsubscribe process. Purchased lists can introduce delivery problems and unsuitable recipients. Look for gaps between what the business offers and what visitors understand.
Separate new subscribers, recent customers, and inactive contacts where the data supports it. A useful message follows what the reader needs next. Confirm that forms, phone links, and replies reach the right person.
- A written brief
- Named responsibilities
- Agreed review points




