Dictionary of Marketing Terms: address hygiene
address hygiene
accuracy of the name and address information on a mailing list. The greater the hygiene, the greater the deliverability of the mail produced. Factors affecting address hygiene include keeping up with address changes, assigning correct ZIP codes, and including necessary directionals (north, south, east, west) and apartment or suite numbers. Address hygiene can be improved by computer analyzing the list against the U.S. Postal Service-produced national change of address system. Address hygiene is usually higher on lists involving requested mailings (e.g., magazines) than on lists used solely for sending direct mail promotions because the requestors will more readily notify the mailer of corrections or changes.
