Seeing as a lot of time and money goes into creating a direct mail campaign, you will want to make sure that it successfully reaches your audience.
The key to facilitating this is good quality data. Here we’ve provided a guide to data cleansing and why it’s important for delivering great ROI and marketing success.
What is data cleansing?
Data cleansing is all about making your data the best it can possibly be. The better your data is, the easier it will be for you to reach your customers and maximise your return on investment.
A number of processes are involved in data cleansing including preparing and enhancing the correct data, managing it appropriately, checking it against the Post Office Address File and removing duplicate entries. In order to comply with the Data Protection Act you are also required to keep customers’ data safe and screen their mailing preferences to ensure that you do not send out direct mail to people that do not want to receive it.
Why is it important?
The quality of the data used in mailing has a big impact on the success of your campaign and ultimately it’s return on investment. The cleaner your data is, the easier it will be for you to generate great results and a high return on investment.
Clean data can also reduce wastage and help you to keep your costs to a minimum. It will mean that you are not wasting your campaign budget on people who are not interested in your products or services and will also minimise your postage costs, as fewer pieces of mail will be returned.
Data cleansing will help your company to comply with the Data Protection Act and prevent you from getting in trouble with the law, so why not book yourself a data cleansing day ASAP?
Our data cleansing services
Could your data do with a clean up? If so, get in touch with the team here at Baker Goodchild. Our dedicated and experienced data processing team can help you make the most of your valuable data and use it to create effective direct mail marketing campaigns. From removing duplicates, the deceased andgone-aways from your mailing list to conducting data profiling, we offer a wide range of beneficial data cleansing services that will help you achieve a great ROI and direct marketing success.
Baker Goodchild are specialists in data cleansing and direct marketing. Speak to us today on 0800 612 1972 with all of your questions on how to maximize your ROI on mail projects.
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