[Dale King]

According to Forrester Research, each year 25% of email addresses on your list will go bad. By bad I mean undeliverables and opt-outs.

This means that if you aren't cleaning your list regularly, your e-mail marketing efforts are probably being wasted?

Which begs the question...have you cleaned your e-mail list lately?

Dale King

[tsbales]

So right you are. Of course there is no harm done as it doesn't really cost the business owner anything to send out the e-Mails. What does however get costly is send out snail mail or advertisements to addresses that no longer are any good. The mailing list is like gold for any business and should be treated as such by the owner. Constant pruning is recommended for both the physical and e-mail addresses.

It also goes without saying that any identifying information you can record about the client is also valuable. In our case, we have different types of paintings (i.e. landscapes, city scenes, gardens, etc.) that our consultants try to record after each purchase. This allows a targeted mailing when a similar piece is released. This works for just about any service or product business as it is a numbers game to get the right message to the right people. They key is keeping it current.