Improve Your Campaign ROI By Cleansing And Updating Your Customers/Donors/Prospects List Before Your Direct Marketing Campaigns

How many times have you personally received a mail or a phone call for someone who does not live at the address or who was a previous owner of your phone number? Better still, how many Return To Sender Mail does your organisation receive from your Direct Mail campaigns? These are typical poor data quality management situations which often drive your customers/donors or prospects to complain or switch off completely from dealing with your organisation.

 
According to Katie Cruze at considerdigital.com and as referenced in https://cerasis.com/data-quality/, “77% of companies believe their bottom line is affected by inaccurate and incomplete data. It is also believed that 12% of revenue is wasted because of poor quality of data. This is a shocking statistic. Nevertheless, companies that did put a focus on high-quality data saw a revenue increase of 15% to 20%.” It is therefore important to ensure your customer/donor or prospect contact details are accurate to enable you to connect with the right person at the right address and or the right phone number during your marketing campaigns.

Individuals’ and business’ contact details change regularly without your knowledge. People and businesses move address, they change their contact details and people pass-away daily. These regular and rapid changes often cause data to lose its quality, usefulness and responsiveness within a very short space of time and as a result add unnecessary costs to your marketing campaign.

Inaccurate data can also substantially drive up cost of direct marketing campaign as return to sender mail need to be sorted, old or reassigned telephone numbers need to be flagged and managed in the customer/donor database to ensure they are supressed from all future campaigns lists. 

 
Not only do these activities waste time but there is also a financial cost to marketing to an inaccurate database resulting in an increase in cost per successful lead and new business. In order to reduce wastage and maximise your potential sales revenue, it is vital that the contact details in your database are always kept up to date and accurate.
 
Before you embark on your next direct marketing campaign, ensure your customer/donor/prospect list is cleansed and updated by Datawash. Datawash is a licensee of the Australia Post’s Postal Address File and the National Change of Address services and we supplement these with other National Reference information to cleanse and update your customers’/donors’/prospects’ address and phone details to save you time and money, whilst improving your customer retention position. Get in touch with Datawash today on www.datawash.net.au or call us on 0412 359 666.

Location: Waterloo NSW 2017, Australia

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