Perhaps the greatest challenge in fighting list deterioration is how subtle it is. It starts with a single bad address – a customer changes email addresses and doesn’t notify you; a customer enters a bad address accidentally; a customer enters a bad address on purpose. All of a sudden, your email list has gone from being an agent of positive change to being an agent of negative change. Because now, every time you mail to your list, not only are you mailing to good addresses that can help your business, you’re also mailing to bad addresses... and that can hurt your business – not only by wasting your resources on dud addresses but also by damaging your sending reputation with the ISPs. And the longer you wait to deal with the problem, the worse it gets. Eventually, if it gets bad enough, you may find yourself unable to communicate with your customers. And all of a sudden, your valuable email list has become nearly worthless.

Luckily, the solution is as simple as the problem is dire. Return Path List Growth Services gives you two easy ways to stop list deterioration in its tracks.

• Email List Hygiene: Eight percent of the average email list consists of undeliverable addresses. Return Path’s List Hygiene Service uses hundreds of proprietary algorithms to locate the bad addresses and save you countless dollars.
• Email Change of Address (ECOA):The only thing better than getting rid of a bad address is replacing it with a good one. Return Path’s ECOA service is the consumer-friendly way to keep in touch with your customers no matter how often they change email addresses.