Clean Your Database

To be sure, it’s not an easy task. As Stevens says, “E-mail addresses must be cleaned ‘by hand’ using, the ones that bounce and trying to reach customers to get correct e-mail addresses.”

Grossman says, “E-mails are especially problematic, because customers tend to change e-mail addresses frequently and to have several e-mail addresses. Some files can’t handle multiple addresses, so you’re forced to decide which address gets priority.”