I write about data because managing our data effectively will help us better manage our organizations. Better data can lead to improved marketing and communications, improved revenue, and ultimately help us achieve our mission.

Which is why I become so frustrated when I receive email marketing messages from organizations that clearly demonstrate the organization does not have great control of its data.

To wit: I've been a member of one particular association for over 30 years. In that time, I have attended their annual meeting at least 25 times. I am registered to attend this year. So last week I received an email from them that began with this question: "First time attending [associations's] Annual Meeting?"

What? Are you kidding me?

It is clear that whoever sent this email made no effort or had no ability to compare the current list of registrants to any past year's list of attendees. But whether they didn't or couldn't, there's simply no excuse for this kind of marketing message. It does incredible damage to their brand.

I don't know what percentage of attendees are repeat attendees, but anecdotally I know the number is MUCH LARGER than zero. Which means dozens, hundreds, or possibly thousands of others received this same message and probably had the same reaction: "Don't you know who I am?"

I implore you, dear reader: do not send marketing messages like this. Better to send NO message than to send one that is sure to annoy, if not anger, many of its recipients.