Learn how to keep your customer and subscriber data clean, up-to-date, and effective.
A mailing list is likely one of the most valuable datasets an organization has at its disposal. A professionally maintained customer database details who your customers are, their preferences, and how frequently they interact with your brand. Maintaining the integrity of your mailing list is a never-ending process but can be easily managed by following a few simple processes.
Data consistency is key
Maintaining an organized mailing list starts at the data entry phase. Employees who are responsible for entering new customer data into your database should ensure that the formatting of your database is consistent across the board.
Data elements should be organized into individual columns per data type.
For example, business names should always be in a column for business and should never be entered into the customer’s name section. Titles should be considered a separate data point from the customer’s name. Address elements should be separate whenever possible.
Avoid using carriage returns by placing primary addresses and suite numbers in separate columns. By keeping each data point organized into individual elements, you’ll be ahead of the game, with data that’s flexible and ready for strategic implementation.
Updating your list is essential to effective marketing
Maintaining a mailing list that is always up to date requires the data processing power of a mail service provider, like Admail.
Americans move to a new address at a dizzying pace every year. For an individual who has just moved to a new address, there are dozens of billing entities, service providers, and more that the consumer must update their address with.
With all the updates to be made, your organization may get left off the to-do list. That’s where a mail service provider, like Admail, can provide the data processing power necessary to provide you with a constant update on your customers’ current addresses.
Through a process known as NCOA, or National Change of Address, a mail service provider can identify customers who have moved to a new address within the past 48 months. Asking your mail service provider to perform an NCOA on your mailing list every year will guarantee you never lose track of your customers when they move.
Complete the process and implement list updates
The final piece to maintaining an organized and updated mailing list requires a rigid adherence to standardization.
Implementing the list updates that your mail service provider gives your organization is critical for ensuring your mailing list’s long-term integrity.
Although the NCOA process is a required step for any direct mail campaign, the responsibility for implementing those updated addresses usually falls on the shoulders of the mailing list owner. Failing to consistently implement new addresses into your CRM or customer database will result in those customers eventually falling off your radar.
The best practice is to establish a routine with your mail service provider that clearly details the process by which you want to receive updated information on your customers in a format that allows you to easily implement the new data.
Maintaining a mailing list is a collaborative effort but can easily be streamlined by following these simple best practices. The staff at Admail has experience with all types of mailing lists and would be happy to review your files and develop a solid game plan for maintaining your database.