Improving Data Quality
How important is data quality to businesses that rely on heavy
direct mail marketing campaigns? Very important—in fact, American businesses count losses up to of 600 billion dollars per year because of poor data quality in
mailing lists. This may be the result of inaccurate information, typographical errors, or outdated resident addresses.
Mail marketing is a risk regardless, since some homeowners are disinclined to answer an impersonal company ad. Companies are taking a big financial risk with mail marketing and so depend upon data quality being accurate, up to date, and as targeted in matching consumers to products as is possible. Ensuring accuracy of vital
data quality involves finding and correcting errors, as well as validating current information and then updating the record as needed.
Data quality primarily refers to accurate resident information and address validation. However, data quality could also indirectly refer to the process of targeting potential customers in the creation of mailing lists. Instead of mailing out letters to general customers, companies focus on the consumers most likely to buy the product—homeowners, property owners,
buyers with bad credit, college students, and so on. When better data quality is created in the mailing list, then marketing campaigns usually report higher response rates.
If you are looking for excellent data quality solutions then MelissaData.com can help you get started in every respect. Melissa Data offers a turnkey style package in every channel
of data quality, from accuracy to mail list creation to software technology.
Melissa Data has provided data quality solutions for over 20 years and continues
to introduce advances in data quality in the way of free online tools,
affordable mailing list downloads and customized programming solutions for
mailing list maintenance. Melissa Data can help businesses create and maintain the highest of data quality in their mailing lists.
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