Email marketing campaigns are a great way to engage with your prospects and can provide a significant ROI. However, if your database is not up-to-date, you may be reaching out to email zombies – inactive contacts that no longer open your marketing emails. Not only does this hurt your deliverability rates, but it also puts your organization’s IP address at risk of being blacklisted. And once you’ve been blacklisted, you can’t deploy any emails at all.

So, how can you protect yourself from a zombie apocalypse? Before you board up the doors and stock up on supplies, consider the quality of your B2B data. Many companies don’t regularly cleanse and update their databases, which leads to data decay. As a result, they’re stuck with outdated, invalid, or incomplete contacts. This hurts their email marketing campaigns, and costs a significant amount of money over time. In fact, it costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done.

In addition, did you know that up to 25% of B2B database contacts contain critical errors? If you want to improve your email marketing campaigns, you need to have a strategy in place to deal with data decay. For instance, you may want to validate email addresses every 90 days, and mark all inactive leads 6 months or older. This will help ensure that you have access to complete and accurate information, despite how many people change jobs or titles, and how many companies go out of business.

Check out the infographic below to learn more ways to deal with data decay and improve your email marketing campaigns:

View the original infographic on the ZoomInfo blog.

Has data decay negatively impacted your email marketing campaigns? Let us know in the comments below.