Our latest “The Proactive Marketer” report highlights the need for marketers to understand the connection between data integrity, relevance and reputation and why these three factors can make or break a campaign.

Data integrity should always play a pivotal role in any successful email campaign and remains the number one priority for email marketers. Experian’s recent Single Customer View research highlighted that more than 90 per cent of UK companies suspect that up to 25 per cent of their data is inaccurate really underlining how potential returns can be lost even before an email marketing campaign begins.

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