Direct mail is one of the oldest forms of marketing. A recent study by the Direct Marketing Association (DMA) found that direct mail is the most popular form of direct marketing and its popularity is increasing.
The success of a direct mail campaign lies in the data quality. Consumers respond more positively to accurately addressed mail than mail which includes errors. Data management software can improve this data quality.
Database cleansing software helps ensure your data quality and that your direct mail campaign reaches its intended audience free from errors.
- Clean and correct name, address and postcode mismatches.
- Ensure data is formatted correctly.
- Flag duplicate records.
Before carrying out a direct mail campaign, you should undertake data suppression. Data suppression is the removal of the following individuals from your database:
- Deceased individuals
- Individuals who have moved home, commonly called Gone-aways
- Individuals who have requested not to be contacted via the preference services
Suppressing these individuals ensures your direct mail campaign is well received. Data suppression is available in our database cleansing software.
Direct mail legal obligations and best practice
It is a legal obligation to screen data against the Mailing Preference Service before carrying out a direct mail campaign.
The DMA is the self-regulatory body for direct marketing. Its Members adhere to the Association’s Code of Conduct and Best Practice Guidelines. Responsible marketeers should adopt the DMA’s Best Practice Guidelines to screen data at least 90 days prior to mailing.