When using a tailored audience created from a customer email list, what is the most critical factor to consider beyond audience size?

Beyond audience size, the most critical factor to consider when using a tailored audience created from a customer email list is data quality and match rate. Data quality refers to the accuracy and currency of the email addresses. Old, inactive, or misspelled email addresses will fail to match with X user accounts, rendering them useless for targeting. Match rate is the percentage of email addresses from your list that X can successfully match to active user profiles. A low match rate indicates poor data quality, which directly reduces the effective size of your tailored audience and negatively impacts campaign reach and performance. For example, a list of 10,000 email addresses with a 20% match rate yields only 2,000 targetable users on X. Regularly cleaning and updating your email list to remove invalid or outdated addresses is crucial to maximize data quality and match rate, ensuring that your tailored audience is as effective as possible.