As part of our Monday morning meetings, I like to review with our task leaders the technical support calls we had from the previous week and discuss ways to avoid similar problems in the future. One such morning, I noted with particular interest a call from one of our users who was trying to exclude non-mailable addresses from a campaign. Specifically, he was examining the street address to make sure it contained a house or building number, rather than referencing a bad address indicator as is the norm. It turns out his database had no such indicator, and he was loading addresses that hadn’t been cleaned and validated.
I find cases like this fascinating, because at times we’re all guilty of doing things the hard way. Remember the old joke about the guy pounding his head against a wall? When asked why, he says,
