Scrubbing Free Mailing Lists Before Sending an Initial Mailer
Using free mailing lists is a great way to supplement your existing database of contacts. However, the quality of these leads can be spotty, resulting in higher incidences of returned mail. In order to ensure that each piece of mail your marketing department sends reaches its intended recipient, spend a few hours combing through a new list before adding it to your contact sheet.
First, import your list into a program that will enable you to reorganize based on category. By alphabetizing each column, you can quickly identify addresses that have not been completely filled out. Look for duplicate names or addresses. A new list should not only be checked against itself, but against the names that appear in your database already. Use your discretion in removing unlikely names or addresses. When collecting this information, many list brokers offer incentives to those who submit their names or addresses for inclusion in promotional mailings. The money you will save by reducing your returned mail rate can help offset the cost of expanding your database in the future.