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Like a fabulously high match rate, a fabulously low price for email appending or list hygiene services calls for a reality check.

Top-quality database services don’t come cheap. Vendors who cut corners may be able to charge less than a premium provider, but the true cost of their services can far exceed your initial investment and, worse yet, can potentially bring down your entire email marketing program.

This guide will outline key areas where the services of cheap vendors tend to fall short as well as the risks their shortcomings pose to your email program and your business as a whole.