Email Data Quality: The Rise of the CDP

The recent report "Email Data Quality: Compliant, Correct & Complete" found that 53% of marketers use Customer Relationship Management (CRM) systems, 50% use Email Service Provider (ESP) platforms, and 33% use Customer Data Platforms (CDP). CDPs are collections of software that create a single customer profile from multiple data sources. Established vendors in the CDP space include Exponea, Emarsys, Listrak, Tealium, and Optimove.

CDP users are more likely to use double opt-in permissioning, real-time validation tools, preference centers, and subscriber preferences for segmentation. They are also more likely to measure data quality using engagement as the primary KPI, and to calculate email cost per acquisition (CPA) and return on investment (ROI).

CDP users are better positioned to use high-quality customer data for marketing effectiveness, which is essential during the COVID-19 pandemic. Non-CDP users can learn from this by following GDPR practices, promoting preferences, and having value conversations with customers.