Nuts & Bolts - Eye on Privacy : List Hygiene: Your Smartest Move

May 2008 By Lou Mastria

Then there are brand costs to consider. Think about the reputational, privacy and environmental costs that your organization suffers from poor list hygiene practices.

The reality is that poor list hygiene can telegraph to your current and prospective customers that your offer is not valuable, or that you do not respect them or the environment-none of these are desired outcomes.

So, use all of the suppression and hygiene tools available to you. For example, use DMA's Mail Preference Service. Don't overlook the importance of in-house suppress. Leverage NCOA and other address hygiene systems. Begin to explore the operational benefits and costs of opt-down-not just opt-out.

Again, can there be targeted marketing without accurate information? I say no. But the information necessary to achieve clean lists does exist. Leverage it to go for that triple win.

Lou Mastria, CIPP, is chief privacy officer and vice president of public affairs at NextAction Corp., a Westminster, Colo.-based provider of cooperative data solutions for multichannel retailers. He can be reached at (908) 363-0983, or by e-mail at lou.mastria@nextaction.net.

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

“Social media isn’t inexpensive; it’s different expensive. The human effort required to do

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Affiliate Marketing	B-to-B
Branding	CRM
Database Marketing	Direct Mail
DRTV	E-commerce
E-mail	Fulfillment
Fundraising	Insert Media
Lists	Paper
Printing/Production	Response Boosters
Search Engine Marketing	Search Engine Optimization
Social Media	Software/Technology
Web Design

Nuts & Bolts - Eye on Privacy : List Hygiene: Your Smartest Move

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