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Address data 'must be current and correct'

Rachel Wheeler Archive
Current and correct address data is vital for marketers who are looking to strengthen their brands and increase sales, it has been claimed.

Writing for DMNews, Doug McCrea, a board member at AcquireWeb, highlights the importance of companies keeping on top of their ever-changing customer data, with contact information an important focus.

Mr McCrea accepts that improving the quality of existing data can be a "daunting task" for many organizations, but he claims that it can lead to a reduction in costs and an improvement in ROI.

"Frequent communication offers a better opportunity to reach your prospects at the right time - when they are 'in market' to buy," he explains.

"To increase your e-mail addresses and e-mail append rates, clean data yields high match rates, resulting in successful email programs."

Furthermore, the marketing expert recommends that companies combine direct mail and email when communicating with customers in order to get the maximum response.

Earlier this month, industry news portal Presort claimed that businesses should only purchase National Change of Address-approved mailing lists to reduce the chance of undeliverable or returned mail.

Posted by Rachel Wheeler