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Latest Experian Data Quality research finds high level of inaccurate data impacting email deliverability


Experian Data Quality, a part of Experian Marketing Services and a leading provider of contact data management software and services, today announced the release of a new study, The correlation between list hygiene and email marketing performance. The report finds that while the majority of companies are executing email marketing campaigns, most deliverability issues are due to poor email data quality.

Eighty-three percent of companies are acquiring customer or prospect email addresses for email marketing efforts, collecting them through an average of three different channels. However, 67 percent of companies surveyed experienced some sort of deliverability issues within the past 12 month, stating this resulted in poor customer service, an inability to communicate with subscribers, unnecessary costs and lost revenue.

“With email identified by the market as the top channel for marketing communications in 2014, it is extremely important that marketers ensure email message delivery,” said Thomas Schutz, senior vice president, general manager of Experian Data Quality. “Email data quality and email database management are key components of email deliverability. Without high-quality information, marketers will be left unable to reach consumers and deliver valuable communications.”

U.S. organizations believe that on average a quarter of their data is inaccurate, and human error is the primary reason for this data inaccuracy. The most common email address inaccuracies are mailbox errors, domain errors, syntax errors and illegitimate emails.

“As one of the largest permission-based email service providers, we strongly encourage our customers to adopt email hygiene best practices,” said Spencer Kollas, global director of deliverability services for Experian Marketing Services. “While there are many factors to deliverability, proper list hygiene combined with clear opt-in acquisition methods go a long way in ensuring a positive sender reputation.”

To obtain a copy of The correlation between list hygiene and email marketing performance from Experian Data Quality, please visit

About Experian Data Quality
Experian Data Quality is a global leader in providing data quality software and services to organizations of all sizes. We help our clients to proactively manage the quality of their data through world-class validation, matching, enrichment and profiling capabilities. With flexible software-as-a-service and on-premise deployment models, Experian Data Quality software allows organizations around the world to truly connect with their customers by delivering intelligent interactions, every time.

Established in 1990 with offices throughout the United States, Europe and Asia Pacific, Experian Data Quality has more than 13,500 clients worldwide in retail, finance, education, insurance, government, healthcare and other sectors. For more information, visit

About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insights and targeting, data quality and cross-channel marketing. We help organizations from around the world intelligently interact with today’s dynamic, empowered and hyperconnected customers. By coordinating seamless interactions across all marketing channels, marketers are able to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits. 
For more information, please visit

About Experian 
Experian® is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2013, was US$4.7 billion. Experian employs approximately 17,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

For more information, visit

Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

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