- Customer data is one of main assets of any business. An accurate database helps to improve the response rates of marketing activity, reduce wastage and improve ROI.
- Written by Ian Inman, 01442 590069 Quartz Data Services Ltd
With the recent rises in postage costs, it is as important as ever to ensure that mailings are well targeted, accurate and reach their intended audience. Sending mail, indeed any marketing communications, to duplicate or undeliverable data, reflects poorly on your company, reduces campaign efficacy and ultimately wastes your budget.
The Importance of Data Cleansing
It is a fact that around 10% of people move each year and there are over 40,000 recorded deaths each month. It is no wonder that a customer database soon becomes inaccurate.Without regular data cleansing, your business will waste money on each mailing. Duplicate mailings and data inaccuracies will also reflect poorly on your company’s image. Needless to say, marketing to recently deceased persons can cause unnecessary distress to their families. Mailing to prospects that are registered on the Mailing Preference Service, or telemarketing to those on the Telephone Preference Service may result in substantial fines.
How do I avoid these pitfalls?
The simplest way to ensure your data is campaign ready is to perform a regular ‘Data Audit’.The data audit provides you with a comprehensive report detailing the current health of your customer database. The information provided will show you:
- Goneaways
- MPS/TPS Opt Outs
- Deceased
- Duplicates
- Salacious records
You will also get a health check on the quality of addresses, emails and telephone numbers.Valid address data not only improves deliverability, but may also be rewarded with higher postage discounts under the Royal Mail’s mailsort schemes.
How much will it cost me to fix my database?
The cost varies dependent upon number of customers and which areas need most attention.Each report will be accompanied by a simple menu of cost effective options to get your customer database shining. You will also be presented with options to enhance your data with information that you may be missing.
Ian Inman,
47 High Ridge Road, Apsley,
Hemel Hempstead
Herts, HP3 0AU
01442 590069
Good summary Ian.
I would agree that clean, accurate and usable data is indeed a cornerstone to successful marketing – not just direct communications, but all comms campaigns. Effective analysis and segmentation, deeper customer understanding and improved customer relationships all hinge to some degree on the quality of contact information and the ability to accurately and consistently match data from across the enterprise back to the correct individual.
Look to work with a data partner who understands your current and future requirements, who can offer relevant advice based on experience and who you can build a long-term relationship with.
Whilst data cleansing and enhancement prior to a campaign will improve efficiency and reduce wastage, a data-driven approach to marketing goes beyond just-in-time processing.
Develop rules for data capture, understand which pieces of information are relevant and explain to your customers why you want to collect this data. Gain channel permissions and respect your customers’ choices. Look at response rates and transaction patterns to understand who responds to which offers and channels – then tailor your approach. Be relevant and timely with your campaigns and use your customer insights to maximise the impact of your activity.
Intelligent use of customer data – whether you are a multi-national with significant CRM and SCV investment, or a sole-trader with an Excel file and contact records – will help you to improve the performance of your business.
Just a point, usage of MPS is a best practice condition – particularly for members of the DMA – however, it is my understanding that fines only apply to unsolicited telemarketing calls and faxes?
Hope this helps. Cheers Steve Day
Steve,
Thanks for this. It does help!
Will Corry