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Experian has partnered with Salesforce to make sure that the contact information—email, phone, and address data—entering your CRM database, eCommerce platform, or marketing system is high quality and actionable from the get-go.

What’s happening in the world of contact data verification? Why is it important? And what should you be looking out for?

When address validation first became a product, the focus was on increasing the effectiveness of direct mail campaigns and ensuring delivery of important account notifications and legal documents. But times have changed and while these are still important reasons for employing an address validation solution, there are now even more reasons and benefits.

The average person receives around 605 e-mails and 16.8 piece of mail per week—many of these are from companies and businesses that use email and direct mail as channels of communication.¹ Driving marketing efforts through both channels can generate more leads, build relationships with consumers, and increase business sales. This success starts with the right data.

Trustworthy email and address data are essential to competitive email and direct mail marketing campaigns. Without it, there’s a chance you could be sending email or mail to invalid mailboxes, costing you unnecessary mailing fees, risking your status as a unreputable sender, and even impacting the customer experience.

Why address verification is essential for your business

Are your customer addresses up-to-date? Have any of your customers moved since the last time you checked their address?

Outdated, inaccurate customer address data can cost your business a lot of money and waste a lot of time. From typos when entering an address to a customer moving to a new home, it’s surprisingly easy to have incorrect address information.

That’s what makes address verification so important for your business. By validating addresses, you make sure your customer data is clean and accurate. This helps your packages and mail reach their destination on time.

This past year has been overwhelming for retailers across the globe. In fact, many have become more innovative than ever before—they’ve grown their eCommerce operation and maximized marketing as they expand their product lines and customer base.

When retailers are trying to build their eCommerce efforts or stretch their marketing capabilities, their success is dependent on one thing: Data quality.

Ecommerce is growing—and it’s not slowing down. With global online sales jumping from 13 percent in 2019 to 18 percent in 2020, eCommerce is predicted to be nearly 22 percent of all global retail sales by 2024. This is leaving retailers excited, anxious, and overwhelmed with endless opportunity.

This rapid shift to eCommerce unlocks massive opportunities for businesses to expand market share and drive sales growth—and it all starts with data quality, especially address data.

Wherever you are capturing data—whether that is your CRM/ERP or eCommerce platforms—you want to have data quality control. Integrating data validation into your tech stack will help ensure that you are always capturing reliable and correct data. In turn, you will be working with trustworthy data to make customer-centric decisions.