Clean up your mailing list

When’s the last time you looked at your direct-mail distribution list to see if eveyone on it should be there?

If you’re using your own database–rather than renting a list from a list broker–you should review the data every year or so. There may be some contacts you no longer feel are worth the effort for a variety of reasons. Delete them from your mailings.

Look also for duplicate records. If you’re sending mail to John Fields, J. R. Fields, and John R. Fields, all at the same address, you’re not only wasting money but you are likely annoying a contact–never a good idea.

Make sure your list does not contain any names of people who are deceased. You might continue to mail to a spouse of a deceased client, but make sure the address and salutation information are up-to-date. This type of change should ideally be made as soon as you learn of the person’s death.

Each person you take off the list will save you postage, paper, printing, and time.

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