Radek Kaczynski, Kath Pay
Video
About
Festival of Email 2021: Miami and Online
Speakers: Radek Kaczynski, Kath Pay
Radek Kaczynski discusses contact-list hygiene as part of the wider relationship between an organisation and its customers. Introduced by Kath Pay, he considers the information gathered early in that relationship and the opportunities to learn which content or services people value. The session connects validation and list management with engagement, recognising that a continuing service relationship provides different signals from an occasional purchase. It encourages marketers to consider relevance and customer needs alongside the technical condition of the addresses they hold.