 Why
Dirty Data May Cost You $180,000
You could be wasting more than $180,000 a year
sending out direct mail that’s not relevant or does
not reach the intended recipient – all because of
inaccurate data. That’s according to a recent survey
by QAS, an Experian company. The report also notes
that a good percentage of your mail could be thrown
away as a result of poor quality data.
The survey revealed that the average annual cost of
returned mail was more than $9,000 per company.
Another staggering survey fact – recipients return
mail they consider irrelevant about five percent of
the time. This means that for every piece of mail
returned, a whopping 20 pieces are thrown away.
Therefore, the average business could be wasting as
much as $180,000 per year on unwanted mail, the
survey states. A scary thought, for sure.
The research also identified business professionals
receive a high volume of this unwanted mail.
Globally, the average business professional receives
more than 2,400 mail pieces per year that are
correctly addressed to them, but are considered
irrelevant to their jobs. In the U.S., the figure is
below the global average, but U.S. business
professionals still get about 1,500 pieces of
unwanted mail per person annually. The research also
notes that U.S. professionals get more than 280 mail
pieces per person that are intended for previous
employees.
The survey also revealed that only a few businesses
(44 percent) could cite a figure for the amount of
mail sent per year, and a mere 12 percent could
estimate the cost of their returned b-to-b mail.
Basically, it looks like very few companies monitor
the volume of mail sent or returned and have no real
insight into how much money is wasted or the
potential damage done to their brand reputations.
Who are the worst offenders and shining stars (in
terms of sending unwanted mail)? According to the
research, promotional gifts (37 percent), retail (35
percent) and publications (34 percent) were listed
as the worst offenders. On the other hand, mail from
business service organizations (25 percent),
financial services companies (21 percent) and
corporate event organizers (15 percent) were
regarded as more relevant to the recipient
businesses.
The research was conducted by independent research
firm Dynamic Markets.
Don’t get stuck with inaccurate data. Stop wasting
money now.
See
how our data quality solutions can work wonders for
your business.
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