Five Tips for Implementing Enterprise-wide Data Management
Effective data management throughout your entire enterprise is integral for marketing success. Consider these five tips to improve your company’s efforts.
Verify at receipt. You will be more effective in improving the quality of your name and address files if you verify and correct at the time of receipt or input instead of waiting until later.
Integrate data. By implementing customer data integration linkage, you generally can identify between 1.5 percent and 6 percent of your housefile as additional non-geographic valid duplicates.
Code correctly. ZIP+4 coding is critical to your success. The additional cost to mail a non-ZIP+4-coded record ranges from 2.8 cents for First Class or Standard mail letters, and up to 11.3 cents for Standard mail flats.
Purge your list. NCOALink is an important hygiene process because it can help mailers avoid the 75 percent reduction in response rates incurred by mailing to old addresses.
Check and recheck. For the best reactivation results, include a verification to an outside source confirming the address. The response rate on those who verify always is significantly higher.
Mike Yapuncich is the vice president of solutions support at Costa Mesa, Calif.-based Experian Marketing Services. He can be reached at firstname.lastname@example.org.
(This information appeared in the DMA07 Show Daily during the Direct Marketing Association’s annual conference. It is based on Yapuncich’s session, “Database Management & Analytics Integration.”