Last month, I provided best practices to maximize email deliverability with the first step in this series, data capture. The next logical, and critical step is applying effective list hygiene techniques. Maximizing email deliverability does require managing many factors, but once you understand the various components, the process is fairly straightforward. 

If you’re a mailer seeking advice about making the best list selections, you’ve come to the right place. The following suggestions should give you an edge.

Profile your house list. House lists can help determine how to apply targeted selections on prospect lists.

There are two types of lists, determined by their origin: compiled lists and response lists.

Compiled lists are a common source of names and records that have been gathered, collected, and entered into a database.

The right list is critical to the success of your mail campaign. 40-41 percent of your direct mail success begins with the list. It doesn’t matter if your mail piece is beautiful, has a great offer, a stunning design, or a strong call to action.