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.

Listen; before you read any further, go grab a pen and pad of paper, because this is going to be one of the most valuable articles you’ve ever read. You’re going to learn how to dominate your local niche of absentee owners and easily make six figures a year from this group. 

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. 

Even if you’ve followed all of my data capture advice, you still need to engage in list hygiene to ensure its quality.

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. For example, a concentration of ZIP codes on the house list may be an indication that you should test targeted mailings to other individuals in the area or mail to areas with a similar profile.