list-building
list-building
Every mechanic in a program starts by pulling a row out of the base. Nobody owns that row. The email skill owns the send, the segmentation skill owns the cut, the orchestration skill owns the ceiling, and the row itself, where it came from and whether it is still worth anything, sits between them.
That gap has a signature. A duplicate shows up as falling open rates, as a segment that counts the same person twice, as a frequency cap that three systems each respect and the person still gets six messages. None of the three skills can fix it, because the fault is in the carrier and not in the sending.
This skill covers the carrier: where a row comes from, what you write down with it, how several rows about one person become one, and what happens when a row stops being reachable.