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Check for contact data quality so holiday marketing efforts don't go to waste

Rachel Wheeler Archive
The holiday shopping season is often the most important time of the year for retailers, eliciting a deluge of marketing campaigns to boost customer loyalty and encourage spending. In 2012, the National Retail Federation predicts the average customer is going to spend just under $750 on gifts, decorations and other celebratory items.

Companies that aim to garner the largest portion of those dollars through marketing efforts might have to fine-tune their tactics to stay competitive this year.

A report by Bronto's manager of marketing research, Jim Davidson, found steady inclines in the frequency of brands' email outreach leading up to Black Friday and Cyber Monday, with the average retailer sending three messages to customers during the online shopping events. With so many emails going out, it's imperative that brands make sure their offers are actually making it into customers' inboxes, rather than being directed into spam folders, Chief Marketer points out.

Internet service providers (ISPs) are becoming increasingly particular about which messages can be considered legitimate and are looking to engagement metrics and delivery results. Performing basic maintenance of contact lists, such as running data quality checks to remove any inactive email addresses or segmenting recipients based on open rates, can improve results and enhance the campaign's ROI.