data processing Archives - Page 2 of 2

Lean DM – Focus on Goneaway and Deceased Suppression

Data Hygiene, Data Processing, Lean DM, Suppression Files

Lean DM – Focus on Goneaway and Deceased Suppression

By Martin|2017-01-11T22:10:53+00:00August 10th, 2016|

Around 1.5 million people move house each year and over 500,000 people unfortunately pass away. This level of constant change can lead to data decaying at rates of over 30% per year for some organisations. The Office of National Statistics estimate up to 110 items of mail can be sent to the deceased in the 12 months after their death. Sending mail to people who have died or moved house is more than just a waste of printing and postage costs. When a business chooses to send mail without removing these recipients the only message being communicated is ‘the brand does not care about its customers’. Relatives of the deceased or new occupants are of course highly likely to see [...]

Lean DM – Focus on Home Mover Tracking

By Martin|2020-03-05T15:48:54+00:00July 29th, 2016|

Introducing Home Mover Tracking In the first in a series of 5 in-focus articles we take a closer look at home mover tracking as a component of Lean DM. Home mover tracking is about ensuring mail reaches its intended recipient when they move house. According to the Direct Marketing Association 1.5 million people move house every year in the UK and most of us don’t inform everyone that sends us mail that we have moved. The challenge for marketers is to stop the hundreds or sometimes thousands of pounds they spent capturing that prospect or customer from disappearing when they move. A Marketing No-Brainer Data decay from home movers can strike body blows to marketing return on investment figures. The [...]

Five reasons why an in-house data processing tool is a must for fulfilment houses

By Martin|2017-01-12T13:04:15+00:00June 18th, 2016|

Direct Mail’s star is in ascendance. Stats and recent research show that volumes are on the increase. End users are becoming increasingly aware of the power of DM as a legitimate marketing tool as new initiatives from organisations such as Royal Mail are widely publicised. Moreover, as criticisms continue to be levied against telemarketing, lead generation and internet display advertising budget is being shifted across to DM from new and existing mail clients. This is obviously great news for those of us in the industry. But with it comes responsibility – and that responsibility is in the form of exemplary data hygiene. Get it wrong and we risk damaging the reputation of an already fragile (but recovering) medium. All of [...]