Tip 22: List Hygiene

Your database (or house list) comprises your "crown jewels" because it can outdraw outside lists by a factor of up to 10. Keep it clean by:

• Assigning one person (the database manager) to monitor the entry and update of all names on a consistent basis.
  
• Sending a postcard to the list to get updated information before your more expensive promotion campaign starts.
  
• Sending the address portion of the list for National Change of Address (NCOA) updating twice a year (see www.usps.com).
  
• Sending the phone/fax number portion to an area code correction service. We recommend Expert Database Marketing (see www.expertx.com).
  
• Using a service to keep your e-mail list up to date (and to infill those e-addresses you don't have). We recommend EContacts-Find (see www.econtacts.com).
  
• Purging the list once a year of anyone who has not responded within the past 24 months.