Every day thousands of people and businesses move premises, thousands request the Telephone and Mailing Preference Services, and thousands more pass away. This deterioration of data can have an adverse affect on the overall effectiveness of your communications. It may also affect the following:
Cleaner data improves response rates and therefore the return on investment. Over 80% of organisations believe that inaccurate data costs them money. For example, itís estimated that £18M is wasted every year just as a result of mailing people who have passed away.
One of the more difficult things to put statistics to, but just as important, is the affect poor data can have on your reputation. Incorrectly addressed mail gives the impression that your company is impersonal and out of touch. Cleaner data can avoid that customer annoyance and the negative publicity that may arise from it.
Businesses have a responsibility to comply with regulations about data. Data needs to be up to date and recognise individuals who have requested to be removed from mailing and call lists. You must also be aware that failure to comply with these regulations can make you liable to pay a fine.