If you want to avoid a last-minute holiday mailing fire drill, now’s the time to update contact records and holiday mailing lists. Follow these tips to clean up your data and validate emails.
A happy holiday season starts with a clean mailing list. Whether your firm sends holiday greetings electronically or mails traditional paper cards, so much effort goes into this annual ritual – from decisions around format and design, whether to gift or not to gift, or maybe making a charitable donation. And let’s not forget that the wording of the greeting itself must be politically correct. It’s enough to make you dread the upcoming holiday season (or go looking for some strong eggnog!)
But we’re going to focus on a more mundane, yet critical function: data cleaning, the nuts and bolts of making sure your holiday mailing list is clean, correct and up-to-date. And we’ll add one more aspirational goal: not having the list update become a late November / early December fire-drill!
Most firms start with reviewing last year’s list and deciding how to best add, update or purge contacts. Ideally, the Marketing team will want to accomplish as much of the following as possible before asking the attorneys or admins to do anything.
To get started, we recommend an automated email validation that can help to quickly and cost-effectively flag any bad emails on your mailing list. Then, if your firm doesn’t have a process for updating contacts that have bad email addresses, now is the ideal time to put one in place. You can then either research and update the bad addresses or remove the contacts from the list. Next, with this updated list as a basis, ask yourself these questions: