A third of marketers are not making use of more reliable automated technology to keep their consumer lists and business lists clean, a new survey suggests.

According to a mailing list quality study conducted by Pitney Bowes Business Insight, 33 per cent of respondents manually update information when mail is returned due to incorrect address information, even though this is the most expensive option.

However, 64 per cent of marketers said they make use of national change of address information to conduct data hygiene.

Matt McPartlin, director of product management, Pitney Bowes Business Insight, said the study’s findings highlight the importance of adhering to best practice when updating databases.

“Mailers that take steps to improve their address database management today will benefit from greater cost-savings and better overall customer communications in the long run,” he said.

According to figures from Network Box, web attacks grew significantly in December 2009, threatening the safety of firm’s business data and mailing lists.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases