A recent “State of Email Deliverability” report underscored the surprising oversight by many businesses in ensuring that their marketing emails actually reach a recipient’s inbox.
The majority of businesses use third-party services for their mailing lists, which often notify them of unsubscribes. However, these services frequently fall short in reporting “bounced” email addresses. Such addresses are typically removed without fanfare.
This overlooked data is a treasure trove of potentially valuable commercial insights. Why did an email address start bouncing? Does it signify a change in personnel? If so, are we aware of their successor? Or has the company ceased operations?
For sales teams, this is critical information. An email management system can be a vital tool here, but only if we use it effectively.