Data Cleansing – Increase Responses & Save Money
Every business knows that a customer database is an important thing, however it is easy amidst the day to day running of a business that the health of the database can get neglected. On average databases decay at a rate of 30% per year, with this amount of change it is does not take long to realise that a neglected database becomes worthless in a relatively short period of time.
Benefits of Data Cleansing
Reduce mailing costs
Increase Response Rates
Ensures Legal Compliance
Removes Duplicates & Increases Accuracy
Common problems with databases
- Partial / Incomplete data – missing personal details such as telephone numbers, postcodes & emails can means missed opportunities, and wasting of your time.
- Errors in data – misspellings & mistypes can affect your response rates and tarnish your company’s image.
Incorrectly formatted addresses – wrongly entered data, poor data imports and lazy entry can result in poor response rates and your company image damaged.
- Out of date data – over time your database decays. As people move & companies change your data can become obsolete resulting in high bounce rates, returned mail and a poor company image.
Illegal data – even if you have compiled your own database, it is still subject to various laws. Neglecting to screen against suppression files such as the TPS (Telephone Preference Service) can result in heavy fines and possible prosecution if found in breach.
