
List quality
Use contacts with an appropriate permission basis and a working unsubscribe process. Purchased lists can introduce delivery problems and unsuitable recipients. Keep the next round of work small enough to assess clearly.
Separate new subscribers, recent customers, and inactive contacts where the data supports it. A useful message follows what the reader needs next. Use the findings to update the brief for the next stage.
- A written brief
- Named responsibilities
- Agreed review points




