Last Updated Jul 27, 2010 10:38 AM EDT
SCENARIO: You've got the email addresses of 200 executives in your target market. You periodically send them emails describing recent product offerings and other information that might interest them. Every few weeks, you get a "bounce back" showing that an executive has left the company where he or she was working. Because that email is no longer a good way to get that vital information in the hands of a prospect, you delete it from your list.