At OMI, we view our B2B data as a Living File®. We regularly maintain and update our database so that it accurately reflects the changing business environment.
Data decays as people move, change companies, get promoted or switch email providers, among other things. Roughly 30% of people change their email addresses every year and it’s estimated that B2B data decays up to 70% per year.
If data isn't cleansed it becomes outdated and unusable, which prevents your campaigns from reaching the right audiences. But worse than that, poor data quality can lower your email send score and land your brand on spam blacklists.
Digital marketing is only as strong as the data you’re using and the best way to fuel healthy, successful B2B campaigns is with healthy, accurate contact data. A Living File® approach is the key to unlocking quality data.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.