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If you're doing direct mail campaigns to your own in-house mail lists or if you include your in-house mail list as part of a larger mail campaign that includes purchased lists, here are some things to consider. With data going bad at at rate of almost 2 % a month (18% for business, 20% for consumer, per year), a poorly maintained list costs you big money in both production and mailing costs, not to mention a missed opportunity. Keeping your mailing list current doesn't have to be difficult or expensive. The key is to establish procedures for making daily changes to your list. Here are some easy starting points. Commit the necessary resources to keep your lists current and correct. Consider assigning a 'Database Administrator' to input all updates or specify relevant employees, who can make changes to data. Consider designating some computer equipment for the purpose of centralizing your data. Send out timely requests for contact information updates. Customers are you easiest and most reliable source for keeping a list current. Include a request for them to verify your information with every communication sent. By listing the information you currently have, they will be more likely to respond. Consider the services offered by the USPS (www.usps.com) Address Correction Requested , Post Office Correction Service and Return Postage Guaranteed are just some of the services offered by the post office. These can sometimes get expensive and as such, are often better suited for customer or smaller, in-house prospect lists. Also, keep in mind that the Post Office does not always make accurate changes, so an investment in their services may not always yield perfect results. Much of the success of a direct mail campaign depends upon the quality of the lists. It pays to invest in maintaining your data.
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