Managing a direct mailing campaign means ensuring that you get the greatest return for the least investment. Rather than cutting corners when it comes to some of the more essential elements of marketing you should look for ways in which you can improve results without spending too much money. One such method is through the effective employment of data cleansing techniques. This helps ensure that you have the most accurate and up to date information which, in turn, can improve response rate and generate greater sales figures.
Partial and rubbish records can lead you to have to pay for direct mailing to addresses that do not exist. They may also lead to you sending mailing with incomplete address details or inaccurate names and there is no chance of these leads converting. Not only does this cost you money but it dilutes the overall efficiency of your direct marketing campaign.
Repeat or duplicate entries can also have the same detrimental effects. Duplicate entries can be relatively easy to identify if information is exactly the same but if the name or address uses a slightly different format it becomes more difficult to pick up on this repetition. For example, Mr J Doe and John Doe could be the same person, especially if they reside at the same address. Mailing the same person twice not only attracts unnecessary costs but it can alienate some recipients who feel you are harassing them.
Some information is obviously incorrect and these fields need removing. In some instances, there may still be usable data with just one field that is inaccurate while in other cases it may prove to be the case that all of the information stored on a particular person or address is incorrect. Such fields and records need cleaning too.
Data cleansing should be considered a vital part of a direct marketing campaign but you should remember that your performance will be directly linked to the accuracy, relevance, and quality of your data. Cleansing the data that you work from, then, should be one of the first stages of any data marketing or direct marketing campaign.
QBase.net offers a range of data and direct marketing services including highly effective data cleansing which can improve response rates and cut down on mailing costs.