The success of a direct mail campaign comes from how effectively you gather data beforehand, and the insights that you can draw from this data. The success of mail that comes after a direct mail campaign, such as transactional mail, comes from your data management capabilities with the data that you have previously collected.
What is data management?
Data management is, quite simply, the management of the data that you have. This data could have been collected from multiple campaigns over many years. As with many things in life, this data needs to be constantly updated, monitored and kept secure.
Some of the places that you’ll find that your data comes from are:
- Internal data from the past
- Data publicly listed on the internet
- Some customers will willingly provide data to you
- Purchased data
However, there are also many reasons why you need to constantly manage and update this data:
- Customers may have moved address
- People may have unfortunately passed away
- You may have duplicate information
- Customer preferences may have changed
Think of data as fluid, it’s constantly changing and adapting, and you need to make sure that you adapt with it.
How does data management relate to transactional mail?
Although you may want to be gathering data directly to send transactional mail, it will still be drawing on the data that you have stored in your database. If you’re mailing a customer to thank them for their business or to offer them a special discount, but you have the wrong address listed, then you are potentially losing business.
Although it would be great for customers to notify businesses of their correct and up-to-date information, you can rarely expect this to happen. You need to be proactive with managing your data effectively to ensure that you can keep your personalised relationship with customers going as long as possible.
Need help with your transactional mail data management?
Conducting an in-depth research campaign and gathering effective data to turn into insights is one thing, especially when you can see a clear end goal in sight. But we know that the continued management of data can seem daunting, and can easily slip down the to-do list.
Here at bakergoodchild we have an expert and specialised data management team to help manage this process for you and ensure that your transactional mail carries on being effective and sent to the right people. We can help in some of the following ways:
- Adding additional fields to your data to enhance their value
- Checking your data against the latest records
- Scanning for duplicate records
If you think that the above services are of interest to you, and you need help with your data management in transactional mail, then we’re here and ready to offer our expertise. Please just give us a call on 0800 612 1972 or get in contact with us here.
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