A B2B data quality checklist for a list you own
Eight checks to run on your own lead list before the next campaign: duplicates, addresses, bounces, opt-outs, source and date.
- No credits, no data tax
- Your data stays yours
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Quality is a routine, not a one-off clean
B2B data quality is not about having the most records. It is about knowing that the records you are about to email are the right companies, with addresses that can work, and that nobody on the list asked you to stop.
A list you own gets worse slowly. Companies move, people leave, a colleague imports the same file twice. A short B2B data quality checklist before each campaign catches most of it in less time than cleaning up after a batch of bounces.
Keeping personal data accurate is also one of the basic data protection principles; the UK ICO explains the accuracy principle on its website. We do not promise compliance, and Riftjaw does not verify addresses. What it does is keep the source, the date and the email history on every record, so you can see what needs checking.
The checklist, check by check
More on the address checks: where cold email bounces come from and catch-all addresses.
| Check | What to look for | What to do |
|---|---|---|
| Duplicates | The same company twice, often from two files | Duplicate companies are flagged when you import; keep one record |
| Website | Records without a working company website | Look it up or leave the record out of the send |
| Address type | Found on the site or derived from the domain | Derived addresses are marked as derived; treat them as a guess |
| Bounces | Addresses that bounced in an earlier campaign | Mark them and keep them out of the next send |
| Opt-outs | Anyone who unsubscribed or objected | They are skipped in every later campaign; check the register |
| Source and date | Rows with an old import date | Refresh the oldest part of the list first |
| Status | Records still on New after you wrote to them | Update the status so segments stay right |
| Spelling | Towns and niches written three ways | Pick one spelling so filters catch every record |
Where data quality usually slips
Imports without a source
A file without a name and date is hard to judge later. Every record keeps its import, source file and date when you import.
Guesses treated as facts
An address built from a domain, like info@ or sales@, has not been checked. Keep it marked, so nobody mistakes it for a verified mailbox.
Statuses nobody updates
If replies are not marked, the next campaign mails people who already answered. Update the status straight after a reply.
Old segments
A saved segment from last quarter may now include companies that became customers. Check the status filter before you send.
Before every campaign
- Filter the segment you will mail and read ten records by hand.
- Leave out records without a website.
- Check that bounced addresses are marked.
- Look at the oldest import date in the segment.
- Send in batches of 10 and watch the first one.
Frequently asked questions
What is B2B data quality?
Whether the companies and contact details on your list are correct, current and allowed to be used for the message you plan. In practice: no duplicates, working websites and addresses, opt-outs respected and a known source for every record.
How often should I check the quality of my lead list?
Before each campaign, for the part of the list you will mail. A full clean of the whole list is rarely needed if you check the segment you send to.
Does Riftjaw verify email addresses?
No. Riftjaw does not verify addresses. A derived address is marked as derived, bounces can be marked on the record and opt-outs are skipped in every later campaign.
What is the quickest data quality check?
Read ten records of the segment by hand. Missing websites, odd addresses and wrong statuses show up fast, and they tell you what to fix in the rest.
Do I need credits?
No. There are no credits and no cost per record: a flat price per plan, and the size of your list does not change the price.
What is Riftjaw?
Riftjaw is a B2B lead database you own: import the companies you collect, keep every record with its source, sort them into segments and reach them by email in small batches. Each account runs on its own private server with its own database.
Source: ICO: the accuracy principle (consulted on 2026-10-20)
Keep your own list in good shape
Import with source and date, mark derived addresses and bounces, and check the segment before you send. Start free, without a credit card.
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