Print-Plus: Keeping Your House in Order
All data should be retained in a structured, consistent manner to allow for easy reporting and selection. Always give customers the option to not have their name rented or exchanged. Update these requests to your housefile in a timely fashion.
You can maintain your file at the household or individual level. At the individual level you have more records (and increased costs). For list rental purposes, mailers generally expect to receive customer records at the household level. Add seed or decoy names to your housefile to protect against the unauthorized use of your list. There are mail-tracking services available to use specifically for this purpose.
Maintaining your housefile is extremely important and essential to your business. After all, it's your company's No. 1 asset and should be treated accordingly. Make sure certain safeguards are in place for off-site storage (one of the advantages of using a service bureau is it maintains and updates your housefile). Disaster recovery is extremely important in the event of a most unfortunate loss. Maintain your file properly for your own mailing purposes.
And remember, garbage in equals garbage out.