List Hygiene — ABCs of Improving Address Quality

There’s no escaping the fact that direct mail just doesn’t work with a bad address. The most compelling creative printed on the finest brochure is useless if it doesn’t get to the intended recipient.

Why should that matter to you? The ultimate responsibility lies with your customer and their mailing list, after all. If they give you a bad address and you print and mail it correctly, it isn’t your fault if it doesn’t get delivered. That reaction will probably hold up in court but, in business, you need to do better.