“The data on your list doesn’t start out in bad condition, but over time its quality starts to diminish. This is only natural and if left unkept, your data starts to degrade due to the silent killers on your list - like bounces, complainers, the unengaged, and spam traps. Maintenance is the only way to fight disorder, and when the emails in your database are dying, you end up with a list full of zombies.”
Mike Marian, Automate or Die OnlyInfluencers.com
Entropy is defined as a lack of order or predictability; a gradual decline into disorder. With disorder comes the inevitable: things will eventually fall apart, and the email you send is not immune to that. Don't send email to a list for 6 months, and you're going to have a slew of bounces. Marketers may clean lists before sending, but this approach disregards the ever-changing state of an email list and doesn't provide complete information on the value of an email address.
We went to work on a comprehensive solution to bring transparency and automation to email list maintenance. Our belief that everyone should be able to see their email list quality for free all the time is a driving force behind the Email Assurance application.
The Email Assurance app provides detailed deliverability information on each email list, tracks list quality over time, and automates email list maintenance.
List quality can change frequently, which is why we analyze data every day. On a daily basis, new subscribers on your list are evaluated and assigned an Email Assurance grade from A+ to F. To maintain pristine deliverability, most ESPs allow you to email only the A+ and A grades. We re-analyze Accepts-All and Indeterminate results (B and D grades) daily until we are able to upgrade them to an A+ or downgrade to an F.
You can see this evolution in the list's Progress Report.
Email Assurance helps marketers combat entropy by automating data maintenance, making all other marketing efforts more efficient.
Operating under the belief that there should be a comprehensive and ongoing solution for email list maintenance, we created Email Assurance to combat the entropy of data. Email Assurance analyzes and updates email list(s) daily, appending new grade information to subscribers and removing undeliverable addresses. Rather than simply throwing out Accepts-All or Indeterminate subscribers, Assurance re-scans these addresses and upgrades or downgrades appropriately when new information is available.