list hygiene
There comes a time in many marketers’ lives where they are faced with and old, stale database and a management chain that wants to mail those addresses. Smart marketers know that delivery problems will arise if they just reactivate all those users. They also know that mailing older addresses can affect current and engaged addresses as well. Still, many executives think there is no downside to mailing old addresses. A long time ago I wrote 5 answers you need before mailing old addresses, which covers a lot of the underlying things to consider first. What it doesn’t do is talk about how to mail them. Management will know all those things and still decide that sending to old addresses is a good idea. So, now what? A lot of folks just run the list through a data hygiene service. But, to my mind, most data hygiene services don’t address the…