One third of your marketing and mailing list data could be incorrect! Clean it now at a reduced price.

GET YOUR DATA AND MAILING LISTS CLEANED UP NOW

We have just carried out a data cleansing campaign by telephone for a client and we found that 36% - yes, over one third - was no good! It had wrong telephone numbers, wrong addresses or contact names, or the contact business didn't exist anymore! 

How current is your data? If you mailed it or carried out an e-shot tomorrow, how much would come back as 'gone away' or as a hard bounce?

Well there's only one way to find out! And it's not "fight"!

It's to clean your data properly and make sure not a penny of your postage is wasted. Yes, data cleansing is critical and a brief. example demonstrates this.

Let’s say you have 2,000 contacts on your database. Typically these would be made up of existing clients, prospects, acquaintances and friends/family.

You send out a direct mail piece wishing them a Happy Christmas or to alert them to a new sales offer.

Most active databases are 70% accurate, give or take. So 1,400 would receive your message and 600 wouldn’t.

Now let’s say 5% would be interested in your new offering or have been reminded that you’re still around by your festive “nudge.” That’s 70 interested parties.

Imagine if the other 600 had been verified. That would be another 30 prospective clients.

I’m sure to most businesses that would be of huge value and it would clearly improve the marketing exercise. There’s no substitute for quality data whether it’s for telemarketing or any other marketing purpose.

To make sure you don’t get left behind, we are offering a lower rate on our data cleansing offering (call it an early Christmas/New Year present) so come on and start your “in-house” cleaning now! And you'll be ready to hit the ground running in 2012!

Geoff Noake is a Fellow of the Institute of Direct and Digital Marketing