Deficient Database
The data you do have seems to lack structure and there is no immediate strategy in place for its use. Your data probably hasn’t been looked at in a long time and so its validity has deteriorated below the acceptable threshold, threatening your email sender reputation. Information gaps, like job titles and seniority, is affecting your ability to segment, leading to lower open rates and return on investment.
Areas you can improve:
Data Build
Focus on understanding the scope of your target universe before carrying out contact research.
Data Cleanse
Undertake a basic data audit to understand the validity rate of your database.
Data Enrichment
Consider gap analysis to see which priority fields are missing.
