What is Data Cleansing?
Data cleansing involves detecting inaccuracies in records and correcting them so the data set remains consistent. What causes these errors that result in data cleansing? An inaccuracy could be caused for any number of reasons including a data entry mistake, corruption in transmission or similar entities replacing originals. One market that data cleansing is common in is in the
direct mail marketing industry.
Problems that result from inaccurate
mailing lists contribute to an annual loss of 600 billion dollars by major companies worldwide. That sounds like a problem that
needs
data
cleansing
address solutions! Data cleansing may involve removing typos and correcting data on mailing lists after validation.
In order for quality data cleansing to be effective, mailing lists have to be updated regularly. When data cleansing software is utilized, companies who print mailing lists usually report improved response rates for their
direct mail marketing campaigns. Residents are more likely to respond when their name is properly used and when their address is correctly listed!
What are the chances of residents responding when the letter has been mailed somewhere else due to data errors? Very slim. How about residents who have moved to another state? Is it likely that they will ever come back to their old residence to check their mail? Not
yet, surprisingly, these are the odds many companies are playing when they do not invest in vital data cleansing software.
If you are looking into data cleansing solutions, then visit Melissa Data. This company, celebrating over 20 years in
direct mail marketing technology, creates data cleansing solutions in the form of online tools, downloadable data lists, and mailing list software. Melissa Data offers companies software that not only helps with data cleansing but also with improving the effectiveness of a marketing campaign through targeted mailing. Melissa Data is your
data cleansing solution.
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