You’re probably thinking to yourself, “Why, yes, I shower daily, use deodorant, etc.”
Good for you. (And good for those around you!)
What we’re actually referring to here is list hygiene. List hygiene is a data management practice that ensures your list is complete, verified and free of duplicates and undeliverable information.
Consider the facts: According to the U.S. Census Bureau, people in the U.S. move an average of 12 times in their lifetime. And, the U.S. Bureau of Labor reports that people change jobs every 2 1/3 years. That’s a lot of address and email changes to keep track of!
Email list hygiene: When it comes to email, you should strive to identify and remove bad addresses, update changed email addresses and add new email addresses with every eBlast you send. Reputation aside, poor list hygiene leads to increased open and click-through rates. If you use a third-party email provider, removing bad addresses can reduce your associated CPM charges.
Snail mail list hygiene: When it comes to USPS mailings, if you haven’t updated your mailing list lately, a higher percentage of your direct mail will likely be undeliverable or reach the wrong recipient. With rising postal costs and shrinking budgets, cleaning up and maintaining your mailing lists just makes good business sense.
Whether you use snail mail, email or both, without proper list hygiene, you risk damaging your sender reputation, getting your emails blocked by Internet service providers, and wasting a lot of money in undeliverables. You make a large investment in your direct marketing programs. To get the best return possible, always practice good hygiene.