So, your company has spent a large amount of time collecting data that you use for your email marketing campaigns. This data is essential to the success of your campaigns. In fact, without this collected data, your marketing messages would probably not be reaching the correct audience or markets.

Is your company using best practices when it comes to data collection? If not, it is important to follow these data collection tips:

•    Keep a record of how someone opts in. To do this, simply add a timestamp and IP stamp to the data you collect. This information can be useful for data restoration and CAN-SPAM requests. It can help in the future if there are ever any problems with the data.
•    Clean your data. Remember the old saying: clean data is responsive data. It is important to perform data hygiene frequently to make sure that your data is as fresh and clean as possible. If there are non-responders on your list, you should do your best to reengage them.
•    Leverage your welcome emails to build relationships. According to statistics, 90 percent of all email responses will end after the 3rd response. If you do not have a strong welcome message in place, you could be abusing your opt-in quality.