Relevance: Fresh data ensures that the content you send is relevant to your audience's current interests and needs, increasing the chances of engagement. Deliverability: Using up-to-date email addresses reduces the risk of bounces and spam complaints, improving your sender reputation. Personalization: Fresh data allows for more accurate and effective personalization, making your emails more appealing to recipients. Compliance: Staying compliant with regulations like GDPR and CAN-SPAM Act requires maintaining accurate and current data.