"The 2015 Data Hygiene & Enrichment Report recommends a 5 step process for enriching your contact database to improve your customer experience — and ultimately the effectiveness of your marketing:

1. Evaluate the current state of your database.
2. Build a data governance plan.
3. Formulate a data standardization strategy.
4. Identify channels for appending data.
5. Assess the tools at your disposal.

Building a data governance and data standardization strategy are critical components to data-driven marketing, but it’s the very first step that’s the most important: evaluating the current state of your database.

This is where data verification tools become so important: at the very beginning of the process. By partnering with a verification service to update outdated records, discard faulty information, and reconnect with old leads, you’ll eliminate many of the email deliverability problems that plague so many marketers."

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