direct commerce awards

Direct Commerce Awards – We Are Winners!

 

We’re delighted to announce we have won a Direct Commerce Award for our work with our clients, Complete Care. ‘Best Creative & Print Production Partnership’

First Move produced a 16 page Catalogue mailing uses 6,421 different products to deliver dynamic personalisation.

We are not aware that anyone in the world has ever produced print with so many variable items of data.

Find out more about our work with Complete Care.

complete care catalogue

Run by Direct Commerce Magazine and the Direct Commerce Association, the Direct Commerce Awards were created to honour sector businesses across a wide range of B2B and B2C merchandise categories with entries evaluated by a panel of expert independent judges.

2019 shortlist:

19 Events; Aspace; Biscuiteers; Bluebella; BlueCrest; Charles Tyrwhitt; Christies Direct; Complete Care; Cox & Cox; Creed; D.T.Brown; Dancewear Central; Dorwest Herbs; Dreams; F.Hinds; Fairfax & Favor; Fife Country; Fine Food Specialist (Williams Commerce); Great Little Trading Company; Gtech; Hippychick; Home Leisure Direct; Office Power; OKA; Ordnance Survey; ProCook; Sarah Raven; Screwfix; Sosandar; Studio Retail; TLM Trading; Virgin Experience Days; VOW Wholesale; WoolOvers; YUDU

The Direct Commerce 2019 Awards took place at Twickenham Stadium, London, on 13th June 2019.

Direct Mail Cost

What is the Cost of Direct Mail?

What’s the first thing you do when you get home from work? Most of us check our post.

The pull is in personalisation. It’s got our name and address on it, so it’s probably important and worth reading.

Do you look forward to getting your emails as much? We’re guessing NO and the statistics support this.

‘Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data and increasingly cost effective personalised digital print, provides a great opportunity to build your business.’

Now that you’re thinking about using direct mail, your first thoughts might be:

“What is the cost of Direct Mail?”

This article will show the costs and the potential return on investment on all direct mail services. So you can make better-informed business decisions and start building meaningful relationships with your existing and new customers.

 

Postcard Mailing

“57% of respondents said that postcard marketing makes them feel more valued and creates a more authentic relationship.” – Royal Mail

The beauty of postcards is that you can pack a punch for a reasonable price. Imaginative designs can boost your business’ attraction level. For example, you could embed magnets in your postcards so customers can place them in their homes or at work: a daily visual reminder of your brand.

As a low-cost form of direct mail, postcards can yield a high return on investment. That’s because they shine when used for short and compelling messages or offers. It’s a highly effective strategy to grab the recipient’s attention and drive them into action.

You could also send postcards in between catalogue mailings to keep customers keen and drive further sales for a better ROI.

Estimated cost for 5,000 postcards: £1700.00 + vat includes production and postage but excludes data and design (34p each)

You might like to read our other article – Direct Mail Examples – 4 Great Postcards

 

Letter Mailing

Do not underestimate the power of a well written letter.

Traditional it may be, but the use of words in a simple, well understood, traditionally trusted and accepted format can open doors and help you win new opportunities. Use mailing services to send large volumes of letters in a cost-effective and highly-efficient way.

Estimated cost for 5,000 letters: £1900.00 + vat excluding design and data

 

Catalogue MailingCatalogue Mailing Services

Nowadays we use the internet to shop for things we want. Which begs us to ask, do people still like receiving catalogues?

Absolutely. They encourage purchases – 63% of people are influenced by a catalogue to purchase. They also drive people to visit your website.

In fact, the number of people who now respond to catalogue mailing has surged by 23% over the past few years. Why?

A mailing house can professionally design your catalogues with a specific audience in mind. Recipients gain a physical, visually engaging and relevant lexicon of your best products, peaking their interest and leaving a “deeper footprint” than digital media.

Estimated cost for 5,000 16 page A5 catalogues: £2,500 + vat excluding design (50p each)

Estimated cost for 5,000 32 page A5 catalogues: £3,300 + vat excluding design

Find out more about our Catalogue Mailing Services.

 

Business Mailing

We’re talking about transactional business mail (invoices, statements, information, newsletters etc.) It’s mailing with the purpose to inform rather than to encourage a financially monitored response.

Business mail builds trust between consumers and business. It’s an intimate and secure way to communicate, as a study led by DMA revealed:

“56% of consumers stated that they found printed marketing to be the most trustworthy of all media channels”

 

Direct Mail Marketing ListsDirect Mail Data

Before you source data you need to understand who your existing customers are. This way, you can send your mail to people who are interested in your offerings and more likely to buy from you.

What do they look like? Where do they live? How much do they earn? You need to unearth this and much more to develop a clear picture of your audience.

Once you know what your customers look like, the challenge is to find more just like them. Achieve this by comparing your existing customers against a large database of potential users.

Of course, creating your own lists can take a lot of time. List creation is a professional direct mail service that can be executed quickly and accurately thanks to recent technology.

The data sources available range from large compiled databases through to magazine subscribers and customers of other companies. You receive comprehensive lists to reach new customers and boost your sales.

Cost minimum charges usually apply. Minimum spend: £500.00 + vat. Costs per name range from 25p to under 10p depending on the list volume.

 

Will Direct Mail Work For You?

At First Move, we always recommend you should be studious and monitor results as you start your testing. With the right process you can learn what works best and how to improve your strategy.

LP-Book_01Our book, Direct Mail 101, explains why direct mail in the 21st century is worth the investment and how to deliver predictable and profitable results to grow your business. Plus, gain real examples of the world’s most successful direct mail letters for you to study.

Contact First Move on 01494 539300 and request a copy. We’ll send it to you for FREE with no obligations.

For more information about our innovative mailing services, check out our website or complete the contact form below. We look forward to hearing from you.

Get in Touch


 

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How to Save Money on Direct Mail

How Does GDPR Affect Direct Mail?

 

How Does GDPR Affect Direct Mail?

Did you know you can send direct mail to your customers and you don’t need their explicit consent?

So unlike email marketing, with physical mail you have greater freedom to connect, engage and sell.

Of course, GDPR does effect this offline touchpoint. While recipient opt-ins aren’t compulsory, gaining legitimate interest is.

We discuss exactly what that means for businesses sending direct mail.

Learn how to remain GDPR compliant so you can advertise through post with confidence.

The Art of Mail Marketing Is Far From Dead

Sending marketing material by post is on the rise. The DMA has reported a 43% increase in customer responses to direct mail.

What’s more, on average, people keep their post for 38 days. To put this in perspective, 51% of emails are deleted within two seconds.

There’s no denying it. Direct mail is a powerful, meaningful and a dependable way to turn customers heads and leave a lasting impression. But is every letter that lands on a person’s doorstep wanted? This is where GDPR comes into play.

GDPR: The Specifics

Replacing the Data Protection Act 1998, GDPR is beneficial for both the business and the customer. It came into effect in May with one definitive aim: to balance the interest of the data controllers and the data subjects.

Data controller = the business processing personal data (email addresses, location, names etc)
Data subject = the individual whose data is being processed

To ensure businesses can lawfully handle personal data and use it for marketing purposes they have to abide by GDPR rules.

For example, to collect a subject’s email address and send them monthly e-newsletters the recipient must have opted-in. If they didn’t select ‘receive monthly updates’ but get them anyway, the sender is breaking the law and could face fines of up to 4% of their annual turnover.

Opt-ins usually appear as forms: when a customer registers on a site they will choose:

  • How they want you to store and process their details (send to third-parties for marketing purposes etc)
  • What type of information they want to receive from the business (updates regarding their purchases etc)

The big question for marketeers and business owners: do you need explicit consent (opt-ins) from the recipient to send them paper marketing?

The answer short answer: no. Here’s the long answer…

Sending Direct Mail on the Grounds of Legitimate Interest

In case you don’t already know, legitimate interest is a term coined by the Information Commissioner’s Office (ICO) that offers greater flexibility for customer data processing.

Businesses that send direct mail can do so on the basis of legitimate interest. They do not need to record consent from the recipient.

What you do need to ensure is this:

  • That the use of data is valid
  • Direct mail has a minimal impact on privacy
  • Is expected by the recipient or they won’t be surprised to receive it

Let’s say a customer purchases a product from you online. Does that signal legitimate interest in your business?

Absolutely. They’ve actively engaged with your products and wouldn’t be shocked to see your catalogue on their doorstep. Additionally, if a customer has previously opted-in to your marketing emails, you can send them direct mail on the basis that they’ve proven their interest.

Find out more about programmatic mail

Your Responsibilities to Remain Compliant

Legitimate interest has some great benefits for businesses who use Mailing Services to reach their audience. With consent, subscribers can opt-out at any time. With legitimate interest, you aren’t subject to the whim of the customer with greater control and security over who gets your mail.

Taking away the need for obtaining consent means customers aren’t responsible for the use of their data: you are. So it’s your job to show how your interests are balanced with that of the individual.

You gain greater flexibility: this policy is applicable to a plethora of situations. But this ambiguity can lead to risks. With so many possible scenarios balancing interests can become tricky leaving you vulnerable to disagreements.

Protecting your business from GDPR disputes starts with owning your responsibilities. Your goals are to:

  • Justify the grounds of legitimate interest between you and your customers
  • Explain the purpose of processing and using personal data
  • Demonstrate the necessity for data processing

One of the easiest ways to achieve these goals is through a privacy policy. You’ll probably already have a one but it might need updating to include:

  • Your contact and company details
  • The way you store candidate information
  • How long you intend on storing the data
  • What rights a candidate has over their data
  • How a candidate can request to delete their data

ICO legislation states that this information must be easily accessible.

Some businesses prefer to rely on consent rather than legitimate interest. Simply because it’s more clear-cut: you either have a person’s permission to send them mail or you don’t.

Of course, this can restrict your direct mail marketing efforts. To maximise your reach, legitimate interest is the best course of action.

Comply to GDPR with our Direct Mail Marketing Services

Outsourcing your direct mail solves some big problems – namely ensuring you stay GDPR complaint.

First Move’s Mailing Services operates under strict legislation policies. From data capture, storing information and distributing direct mail campaigns, GDPR compliance is ensured every step of the way.

Abide by the law with our direct mail services and advertise your business with confidence. In today’s GDPR compliant world, there’s never been a better time to invest in Direct Mail to increase your sales.

If you’d like to learn more, call us on 01494 539300 or send us a message.

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How to Brief Your Mailing House

So you have your creative and your database is about ready to go, now it’s time to deploy. Briefing your mailing house can be tricky, but it’s the part on which we direct mail specialists thrive. With so many options it can seem daunting to a first-timer, though with some expert guidance it’s a cinch. Here we will show you just how to brief your mailing house, which might even inspire you with other ways to save time in your next campaign.

 

Data Management

Lists and spreadsheets mightn’t be your thing, but we love them. It’s our job to take your data, make sense of it, and manipulate it into a successful campaign. You might have your own vision, but we can help you shape it to achieve the best possible outcome when sending to customers and prospects. When speaking to your mailing house, instruct them of the specifics of data management. Do you need to clean data by removing duplicates, merging records or purging those that are outdated? Have you considered adding special postal information, such as barcodes, to each data record? Or does it need to be further segmented for A/B testing? The more information you provide the better.

 

Printing and Personalisation

Printing is hugely important in direct mail, and so is the method you choose. Offset printing is great for high-quality prints without personalization and you can then over print variable data in black. Digital colour print allows for unlimited personalisation. Inkjet allows you to add addresses and individuals’ other information to your mailer in a limited format to litho pre-print. Remember to tell your mailing house which delimiters you have used to identify areas that require personalisation, such as salutation blocks and customised offers. Once the mailer is set up, ask to run a small electronic trial of your first few records to ensure that everything corresponds.

 

Insertions

Special insertions into your mailer can increase your response rate immensely. By enclosing an entry form or a self-addressed envelope, you make it easier for your customer or prospect to get in touch. When it comes to informing your mailing house of your requirements, it’s important to think about how you would like to present it. You can specify where you would like it to be inserted through camera matching, and the precise number of inserts for your mailing.

 

Plastic Wrap

Wrapping mailers in plastic is an industry standard, but did you know that you can customise the overall look? Ask your mailing house to show you examples of how special printing can transform the outer of your next mailer.

 

Warehousing and Fulfilment

Need a little help picking and packing? This is something that many mailing houses can help you achieve. Simply brief them to the nature of your product, supply the inventory, and allow them to fulfil the orders as they flood in. Easy!

 

Postage

And finally, and probably the most important: How does it reach your recipients? Make sure you specify just how you would like your mail campaign to be sent 1st, 2nd or Economy – does it qualify as Advertising or Business mail? Is it by registered or international post? Do you qualify for postal discounts and if you are a registered charity check if you qualify for zero rate vat on production and use DSA to minimise your VAT charge. Your mailing house can advise on the conditions of which you mightn’t be aware, and can save you time and money in the long run.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

 

You might also be interested in the following articles:

5 Reasons to take another look at Direct Mail

The Past, Present and Future of Direct Mail

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How to Save Money on Direct Mail

The mainstay of marketing, direct mail remains one of the most useful tools in customer procurement, engagement and retention. Direct to homes and businesses across Britain, it’s front and centre where your prospects live and work. Direct mail’s unique selling point is its physicality, something that is rare to find in the predominantly digital landscape in which we live. But why send a mailer when you can send an email? Higher engagement rates, that’s why.

Of course, a printed mailer has a greater production cost than its electronic counterpart—what with the printing, the postage, and the man hours required to get it just right. That said, direct mail has greater rates of engagement and comes out as the overall leader in cost per acquisition. There’s always room to save money on Direct Mail, and it comes from being strategic, sensible and planning your campaign from the outset. Here are some pointers to get you on the way to greater campaigns for less.

 

Cleanse Your Database

An accurate database means less returned mail, which equates to money saved. Think of the environment and your back pocket before mailing out into the ether. Ensure your database is up to date by validating all records, merging duplicates, and data matching any gaps.

Find out how we can help manage your data.

Buy Lists

Rather than pounding the pavement to find new clientele, let someone else do the hard work for you. Data companies have millions of records awaiting your special brief. By pulling data from a variety of sources, they can match your requirements to build a comprehensive client profile. Now just wait for the leads to roll in.

 

Outsource Data Entry

Got a stack of unentered customer data cards sitting in a shoebox somewhere, but can never find the time nor resources to have them entered into you database? It’s easy—get some outside help. Using electronic data scanning, a computer can read cards in milliseconds, digitising all the contact information in the fraction of the time it would take you or a team member do the same.

 

Mail Discounts

When you work with a professional direct mail company, use their power of persuasion to attract discounts. Bulk mailings do attract special postage rates from the Royal Mail and Down Stream Access competitors and these can vary depending on your requirements Advertising or Business? Prepared to wait a little longer for the mail to reach your customer? There’s a discount for that. Pre-sorting the mail before dispatch? It will be cheaper again. There are endless ways to work the system, and your direct mail specialist can show you the way.

Find out more about our mailing services.

If you’d like in-depth insights to successful direct mail campaigns, call us on 01494 539300 or fill in our online contact form

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What to Include in a Direct Mail Pack

How to create and deliver a powerful, cleverly executed direct mail pack that makes them want to tear, unfold, read, and respond.

For many years, “junk mail’”had a poor reputation with customers, businesses and marketers alike; and this was no wonder, given the ugly, loud, one-size-fits-all approach of a lot of direct mail in the past. But the most powerful, cleverly executed direct mail campaigns have radically changed those perceptions in recent years by offering quality campaigns to prospects who actually want to engage with them.

Here are some ways your campaign can put an envelope in your prospects’ hands that makes them want to tear, unfold, read, and respond.

Find out how GDPR has impacted Direct Mail.

Add a personal touch

Perhaps one of the most important realisations of marketers has been that personal touches are important. Personally addressing each recipient is often the difference between an open envelope and the wastepaper basket. A handwritten greeting is a sign of openness and warmth, while some information that recognises a customer’s past engagement can show an enticing level of familiarity.

 

Tailor the content

Tailoring the contents of a mailing to a prospect’s age, gender or location is also a very effective tool in terms of generating customer engagement. Strong imagery is another must in any effective direct mail pack. Use imagery that provokes an emotional response in your target audience, with people they can relate to smiling, feeling relieved, or having a great experience – whatever emotional response is most appropriate for your campaign.

 

Have a strong call to action

Your call to action is perhaps the most critical element of your campaign, triggering a response from the recipient towards a marketing outcome. In fact, in a recent survey conducted by the Royal Mail, nearly half of marketers (44.8%) ranked the call to action as the most important element of their integrated marketing campaigns. A good call to action should drive your prospect to a specific website, phone service, postal or email address to find further information, make a purchase, or take out a subscription.

 

Make it easy for them to respond

Of course, it’s not as simple as drawing your prospect in with the call to action and then chalking up a win. The outcome needs to also be easy and satisfying enough to keep your prospect engaged. If inviting your prospect to reply by mail, postage should be reply paid. In many cases, the enclosure of a reply/subscription form is also essential. Phone numbers, email and website addresses all need to stand out from the mail and be clear and legible. Phone services need to be up and running efficiently. Your URL should not only work, but should work effortlessly, as well as integrating stylistically with the mailing.

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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Direct Mail by Numbers: Key Statistics About the World’s Favourite Marketing

When building a campaign, you should always play to its strengths. Direct mail comes pretested with decades of industry use and insights that you can apply to any campaign, giving you an overview well before going to print. And best of all, it’s entirely measurable.

The beauty of quantitative data lies in its infinite detail. Not only can you anticipate your campaign’s results, but it can help you to figure out the smaller details, such as budgeting, forecasting, and preparation for an influx of sales or subscription leads.

Measurement is important and it’s what makes direct mail so great. We’ve compiled some of the most important key statistics that make a case for direct mail, so why don’t we let the numbers do the talking?

94 billion spam emails are sent across the globe every day—most never read.

92% of recipients will be driven to act online, according to  Royal Mail study.

87% are encouraged to make online purchases.

86% feel a greater connection with your business.

79% of consumers act on direct mail immediately—only 45% react to email in the same way.

70% welcome mail that rewards their loyalty.

67% of a 2011 study suggests women aged 45-64 are most likely to donate to charity.

61% of advertising budgets are spent on direct mail by UK charities.

54% engage in social media.

43% download something.

39% of people have an area in their home dedicated to displaying their mail.

38% believe a physical mailer can influence how they feel about the sender.

£2.98 is made for a charity for every £1 spent in a 2013 study.

1.1 – 1.4% will respond to a direct mail piece.

.04% will respond to an internet advertisement, according to a Harvard Business Review study.

.03% will respond to an email.

 

Listed in black and white, it’s obvious why direct mail has stood the test of time. Be inspired by these magic numbers, and make sure your next campaign stacks up.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

 

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Breaking the Myths of Direct Mail

While direct mail is one of the most established forms of marketing, it can still be enshrouded in mystery to the uninitiated. It’s our job as direct-mail specialists to educate our clients and prospects, and to dispel the myths surrounding direct mail. Here are some of those myths, and how to put your customers at ease.

 

It’s too expensive! 

Or is it? Sure, email has low production costs and might seem appealing, but it’s worth digging deeper. Direct mail allows you to put your communication in your target’s hands thereby increasing the likelihood they read its message. Email offers a less direct approach, with many messages overlooked, deleted or lost to the junk mail folder. If your target never receives the message, then it is time and effort wasted. Direct mail has almost guaranteed delivery.

 

It isn’t targeted

Quite the opposite! Direct mail allows you to contact your clients or prospects with some of the most advanced data available. Data matching can pair your existing records with information from other sources to give you a rich understanding of your database. With  these additional insights, you can then build a profile of your customer and communicate to them in the most targeted way.

 

Direct mail databases are inaccurate

Direct mail has some of the most accurate data available to marketeers. Sure, purchased lists can soon lose their value with inaccurate and out-of-date records, but data cleansing means they reach their intended recipients. Duplicate data can also do your business more harm than good, irritating your prospects if they receive multiple versions of the same communication. Direct mail has practices in place to ensure your recipient receives only one communication.

 

It’s junk mail

There is a perception that all unsolicited mail is considered as junk mail, but direct mail is different. As all direct mail is targeted and addressed, it is sent to the recipient with the Royal Mail postal run meaning it won’t be thrown away with the takeaway menus and supermarket catalogues. Addressed mail carries weight and authority and piques the curiosity of the reader, meaning that your mail won’t go unopened.

 

It doesn’t engage its audience

Direct mail it is one of the most engaging forms of marketing yet 3.4% of recipients engage with direct mail, compared with only 12% who respond to email. That’s an astronomical difference. Put simply, that’s 30 times more customers for your business or 34,000 of every million you contact.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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Everything You Need to Know About Customer Behaviour

Without a doubt, direct mail gets into your customers’ hands—literally. Its tangible nature is one of its strongest selling points, along with its incredible ability to target recipients with utmost detail. It’s this versatility and results-driven focus that makes it so attractive to businesses, no matter their product or service. When proposing a direct mail campaign, it’s important to consider the medium itself. There’s a vast distinction between physical and virtual media, and understandably, consumers respond to each medium differently.

Recently, the Royal Mail commissioned a research agency to discover how consumers respond to marketing messages, and which is the most effective communication. Working with scientists from the Centre of Experimental Psychology at Bangor University, research participants were connected to medical-grade scanners and shown the same material twice—once using projection to reproduce the online experience, and once printed on cards to produce the physical experience. Brain activity was measured across the different areas of the brain to see how it processed the differing marketing messages. The results turned out to be surprisingly simple:

This indicates that tangible materials are more likely to become embedded in memory, and because they also generate more emotion they’re more likely to provoke positive brand associations. Think of it as your opportunity to convey your brand personality at the most intimate level. When you strike such a close tie with your audience, it makes it easier for you to adjust your perception in their minds, and to establish a conversation between your customer and prospect.

This is reflected in Millward Brown’s 2002 white paper of brand personality and how best to align your messaging to your market’s cultural values. Every culture takes certain values into consideration when evaluating a brand. According to Geert Hofstede, the forefather of research on the subject, it comes down to five contributing factors: power distance, individualism, masculinity, uncertain avoidance, and long-term orientation.

  • Power Distance: The degree to which members of a society accept and expect that power is distributed unequally. Runs from high (difference accepted) to low.
  • Individualism: The degree to which societies believe people share an obligation for the care of those outside of their immediate families. Runs from high (obligations to close family only) to low.
  • Masculinity: The degree to which a society emphasizes the value of achievement, heroism, assertiveness, and material rewards for success. Runs from high (these values are important) to low.
  • Uncertainty Avoidance: The degree to which the members of a society feel comfortable with uncertainty and ambiguity. Runs from high (where people need clarity and rules) to low.
  • Long-term Orientation: The degree to which a society believes that truth depends on situation, context, and time. Where long-term orientation is high, people adapt traditions and are more likely to save, invest, and persevere.

Source: Millward Brown 2002

Research has shown that in the United Kingdom, emphasis is placed on tolerance, respect for equality (the UK has a low power distance score), and individualism. These attributes influence the brands’ desirability and trustworthiness, which at the end of the day means bottom line. In Britain in particular, consumers identify consistently with strong brands that are ethical, that allow for individuality, and are considered friendly and generous.

Conduct your own research into your customer profile and with your finding, you can anticipate how any given market is likely to respond to certain types of messaging. Learn a little more about them and you can refine that message even further. Remember: Products and services will always dictate the overall message, but customer profiling helps you refine it.

Neuroscience stuff in – https://www.firstmove.co.uk/science-news/

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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How to Give Your Direct Mail Database a Health Check…

Your customer and prospect data is the basis of all of your communication, and you must take care of it. Sales records, customer preferences, and most importantly, names and addresses are your way to generate leads and convert to sales or subscriptions, so you’ll want to make sure you’re armed with the best information. There’s an easy way to achieve optimum performance from your campaigns—by checking they’re in tip-top shape with a database health check.

500,000 people die in the UK each year

6,000,000 people move home each year in the UK

Databases of all sizes—from the thousands to the millions—should be checked regularly, and the reason is two-fold: Not only do you ensure your database is current, you also prevent wastage by delivering costly mailers to out-of-date addresses. Both of these reasons achieve one simple conclusion: Cost savings for you and your company, and extra budget to increase your direct-mail activity.

There is always a natural reluctance to remove hard won names from your data. After the time, effort and cost involved in winning your data to simply remove people inevitably feels like a regressive step rather than a positive one.

A data cleansing or data quality agency can take the legwork out of the exercise, allowing you to concentrate on producing the creative of your mailer. A larger, reputable agency will have volumes of information at their fingertips, that can improve the quality of your database at the press of a button.

Data matching is one such service that takes your current database and compares the records with those they have on file and adjusts or suppresses records that are affected by modifications. These can include out-of-date phone numbers, emails, change of postal and street addresses, and the deceased. By doing so, you eliminate any room for error, and can avoid possibly detrimental and embarrassing situations.

Removing duplicates is also important and also perhaps focusing on 1 name per address?

Your mailing house or data agency can also provide you with more information about your database pulled from a variety of sources. Profiling information that has been provided to other third parties about spending habits, income, family information and more, all with their consent and given to you completely above board so that you can better understand your data – and of course potentially rent external data as you seek to grow your business. Think of the potential direct mail opportunities that can come from this kind of additional data.

Overall a direct mail database health check is something every direct mail specialist should conduct on a regular basis at least twice a year. It’s fast, it’s efficient, and it gives you even more insight into those you wish to convert.

http://www.qas.co.uk/knowledge-centre/support/glossary/data-healthcheck.htm

http://www.datahealthcheck.co.uk/

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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