List Hygiene — ABCs of Improving Address Quality

There really is nothing complex about assuring address quality. It involves creating a process that does a lot of little things correctly on a regular basis. The USPS suggests appointing a “Data Custodian” to oversee your mailing lists. (I prefer the title “Data Czar.”) The Data Custodian (DC) can be an individual in your organization or an outside resource, like a local mailing and fulfillment company. Either way, the DC is responsible for making sure all of your addresses are correct and current.