Data cleaning is a key issue, not only in avoiding the industry term ‘junk mail’ but in supporting the direct marketing industry achieve its environmental targets.
Suppression costs should not be seen as an additional campaign expense, but a cost-effective process. The benefits of having an up-to-date, accurate mailing database are clear – costs are reduced, return on investment is increased and customer relationships are maximised.
Correcting entries within a mailing list, or removing / suppressing incorrect entries is a relatively straightforward process.
Many suppression files are available, including Mailing Preference Service and the Bereavement Register.
- 1.2m addresses change on the postcode file each year
- Every day in the UK 1,600 people die and 18,000 people move house
- The Direct Marketing Association believes that over £95m is wasted annually as a result of mailing deceased individuals
- 47% of consumers are put off from responding to offers that interest them if their name and / or address details are incorrect
- A business moves premises every 6 minutes
- 37% of an average sized business database will decay every year
- It is estimated that more than £180m is lost every year as a result of using out of date business data
Red Alchemy can provide a FREE data health check, screening your data to help identify any potential issues.
This will look at all aspects of your data file, including duplicates, suppressions, and name/address quality. You’ll receive a FREE report. You only pay for the level of service you require (if any), after the health check.
Email: john.ashworth@red-alchemy.co.uk for further details or call us on 0113 249 9220.
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