Greek philosopher Heraclitus is attributed the quote, “There is nothing permanent except change.” Born in the year 554 BC, he never could have guessed just how quickly change happens today. Technology is constantly updating, as is the information that resides in our universally-digital existence.
The fallout is data decay. An email address that was viable three months, three weeks, or even three days ago may no longer be accurate in this moment. How can you expect to make advances with your target audience if you’re not even reaching them?
List vendors are clever to mask any unscrupulous methods used for obtaining their data
Sending to inaccurate email addresses not only wastes time, resources, and money, it’s also a significant compliance risk that may result in regulatory penalties. The best email list vendors adhere to standards that eliminate that risk.
Two Important Markers of a “Good” List
No responsible marketer intentionally deploys to wrong, inactive, or non-existent email addresses, but some list vendors are clever to mask any unscrupulous methods used for obtaining their data. Scraping the web is one of those methods, as is constructing email addresses based on the typical naming conventions held by a health system or pharma company. A superior list vendor only includes email addresses that have been first-party sourced; that is, provided directly or “opted in” by the end user.
Another marker of a good list is that it’s updated daily—addressing the issue of data decay. Physicians regularly change practices, switch specialties, move out of state, and retire. You can’t afford to miss those updates if your goal is to make (and keep) legitimate connections with your target audience, both in the short and long term.
Deliverability: At the Heart of Successful Campaigns
Your message loses all value when it is sent to an inactive target or an invalid email
Your message loses all value when it is sent to an inactive target or an invalid email. On the other hand—as the video below explains—when you know you’re reaching your intended physicians, you can be confident your content is making an impact.