Analyze This!

Churn and the reasons for it
Take a look at the portion of the file that cannot be e-mailed successfully. Are people being lost from bounceback, unsubscribe or abuse? Analyze the attrition. If most of the e-mail list attrition is due to bouncing back, there are steps that can be taken. The e-mail addresses can be run through an e-mail change-of-address program (ECOA). Stronger e-mail syntax checking can be included when e-mail addresses are acquired on the Web site. Or if the bounce-back rate is particularly high, an alternate e-mail address can be requested at the time of acquisition.