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Email Marketing Guide 3: Targeting

3. Should you build or rent your email lists?

Here's a good mantra for your email marketing:

The value of your email list is in direct proportion to the quality and depth of information you have on your list.

Clean and up-to-date information is key to the success of your email marketing activities. The first step in maintaining a quality email list is practicing data cleansing - keeping a list clean and free of unsubscribes and hard bounces.

Another step towards establishing a top quality mailing list: At sign up consider having fields that subscribers can fill in which relate to your mailings and help you target content. It is important not to have too many fields and to be transparent as to why you are asking for each field.

Areas covered in this guide

• Introduction
• Understanding customer life cycles
• > Should you build or rent your email lists?
• Building an email database
• Renting an email list
• How frequently should you email?