Done correctly, this once-maligned strategy can be a real boon to your list health.

By Catherine Algeri

Fantasy No. 2: An e-mail address will be good for all time!
E-mail updates are critical to the health of your file. When’s the last time you considered mailing a file that you hadn’t NCOA’d in the last six months? Out of the question, right? Well, it’s estimated that people change e-mail addresses at a rate of 20 percent per year. Continuing to e-mail addresses that ISPs have bounced back to you is a recipe for spam.