A common misconception among marketers is that size really does matter when it comes to your prospect database. The more people you target, the better your response rates.
However, many companies are in such a rush to gather data and build lists that quality often goes out of the window. As a result, they are churning out material that is poorly targeted to consumers who would rather not hear from them in the first place. Not only is this a waste of resources, but reputations could be at stake as it is bordering on spam. A quality, not quantity approach is what’s needed. By maintaining database hygiene and allowing contacts to opt out, companies are able to build their databases and ensure the best returns.
Nick Gold, UK Managing director, Emailvision