GSB keeps a 90 day digital footprint for each subscriber in its database. Each subscriber is measured from hotline to legacy on a monthly basis any record that does not have any response rate for more than 90 days is marked for non deliverable until the subscriber is acquired again through services or a data license. GSB is not interested in unsubscribers, complainers, or bounces. Therefore any record that ages over 90 days is purged from the system and then the primary fields are set for an append to correct the record with new deliverable properties. By tracking where subscribers have gone it is an easy step to project where they will be headed. GSb regularly runs a double opt-in program through newsletters and surveys to increase conversions and response rates for offers.