1/17/2012

Scrubbing an e-mail list for greater efficiency should go beyond the obvious duplicates and invalid addresses, writes Corey Eridon. Correct past errors by unsubscribing people who have opted out and eliminate those who haven't opted in. Soft bounces, such as full-mailbox indicators, and disengaged targets should be carefully monitored and re-engaged with a carefully segmented list.

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