Second, it can irritate the recipient. Nothing is worse than a bereaved person receiving mail addressed to the dead. The opt-out rate for the Electoral Roll has just hit 29 per cent and could be driven higher by irresponsible mailings.
Third, there's the selfish argument. Using better data results in lower paper and postage costs, improving the bottom line.
This guide aims to provide tips on the best data hygiene techniques. Taking the time to establish proper systems and procedures to correctly collect names and addresses the first time round - whether by post, phone or internet - saves time and money.
These days there are invaluable address management systems that can be used to manage the data you collect. Many bureaux and list managers are experts at data cleaning and can guide you along the way. Another option is to focus on what your company does best and outsource the function altogether to a database management specialist.
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