apexdirectmail
Customer data quality is key to ensuring the deliverability of any mail marketing campaign. However mailing lists are extremely difficult to maintain as data can be inaccurate or incomplete, and gradually becomes invalid over time. Left unattended, these lists will lose you valuable money spent on printing and mailing items that won’t go anywhere. See these simple ways to clean up your mailing lists and increase your customer reach:
Duplicate addresses or contacts can frequently crop up unnoticed and waste resources. You may have the same person’s details listed twice, or even details of people at the same address, where multiple mail campaigns are unnecessary.
Existing customers may update their information directly, usually through changing their billing or delivery preferences. For many this may have to be checked through manually, though doing this in intervals before each campaign will be more efficient. The official Change of Address notices from the Postal Service will help you clear up data of those who have moved or passed away.
For businesses often dealing with large amounts of data for their mailing lists, it may seem overwhelming or a very time consuming process when looking to update and cleanse information. Data management companies can keep your lists up-to-date and functional, saving you the time and hassle. Plus, you’ll significantly cut down the costs of sending wasted mail to the wrong or no audiences, optimising business.
It’s a good idea to split your lists for potential and existing customers, so those that have used your services receive relevant material instead of the same introductory mail. If anyone has opted out of your mail campaigns, then sending to these contacts will be a waste of time and they should also be excluded.
Data leasing is a good option for companies who haven’t the time to deal with cleansing their mailing lists regularly, as leasing providers can perform routine hygiene checks and generally stock the most up-to-date data.
