List Hygiene: Your Smartest Move
Can there be targeted marketing without accurate information? I say no.
From e-mail to direct mail, the need for sound list hygiene practices is not only ever-present, but ever-increasing.
Why? For me, it comes down to the belief that a global list hygiene strategy is part and parcel of increasing relevance for the consumer, reducing costs for the marketer and demonstrating corporate responsibility. A win-win-win!
With the increasing costs of postage, printing and paper (on the mail side), and the heightened level of scrutiny that bad e-mail addresses get from ISPs (on the e-mail side), it’s no wonder that marketers with an eye on all of their bottom lines are looking with renewed interest at the art and science of hygiene.
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