Time to spring clean your data? (Yes, we know it’s July!)

For any direct marketing campaign you need data – people’s names and contact details – and for an effective, cost-effective initiative, the data you use must be accurate.

Out-of-date data – does it matter that much?

A great big YES in answer to that question, for a number of (quite obvious) reasons:

Using inaccurate contact details, you may:

·        Waste your time and money

·        Miss important potential clients

·        Damage your company’s reputation

·        Breach compliance with the Data Protection Act (soon to be GDPR)

·        Annoy people for whom the mailing is irrelevant

·        Distress relatives of the bereaved

Some facts about data decay

Just because you’ve lived in the same house for the last 15 years and your place of work has been at the same address since the beginning of time, it doesn’t mean that everyone else is in the same position.

According to research,[1] each year around 13% of people in the UK will move home; 300,000 will marry or have a civil ceremony, meaning they may change their surname; 600,000 will die; 200,000 will emigrate and hundreds of thousands may move to the UK.

Every year, the Royal Mail has to make about 1.25 million address changes to its Postcode Address File (PAF) – that’s more than 3000 a week. The PAF gives us access to over 29 million residential and business addresses (at the last count.)

It’s said that if you communicate with someone, there’s an alarming 20% chance that their contact information will change in some way within 30 days, and, in 5 years, if you do nothing to clean your data, you may have nothing relevant left at all in your database.

When was the last time you cleaned your data, or had it cleaned?

How we can help at Mailing Expert

We can offer you a full range of data cleaning services – which doesn’t ever involve the use of spray polish or feather dusters, by the way!

Or we can offer an audit, which determines what you need. We can hone and refine the data you wish to use for a marketing campaign to get it in the best possible shape to maximise its value. Here’s what we’d recommend:

1.     Screen against the PAF database

2.     De-duplicate – removing any records which are essentially the same

3.     ‘Goneaway’ (people who’ve moved) and bereavement screening

4.     Check against the Mailing Preference Services register – people who’ve said they don’t want to receive mailings.

Doing this will make sure you make the most of savings available of postage as well as reducing the impact of negative publicity arising from incorrectly sent mail.

Contact us for a chat on 01825 983033 or info@mailingexpert.co.uk about your data needs.

 

Mailing Expert

[1] Mycustomer.com

How To Run A Successful Direct Mail Campaign

Long live Direct Mail!

No – Direct Mail hasn’t been superseded by email and telephone campaigns or posting on social media. A range of approaches widens your scope ; Direct Mail may reach the audience that other campaigns cannot reach. Sending out personalised mail to your customers or prospective customers and followed up with digital marketing can be a match made in marketing heaven.

Yes – Direct Marketing obviously costs something for design, print and distribution at the very least, so in order for it to be cost-effective it is crucial, absolutely crucial, that each campaign is carefully thought out to gain the maximum benefit for your company.

The 40/40/20 rule?

That old chestnut… it dates back to the 1960s, doesn’t it? Out of date, surely? But stop your inward groaning and take a look. It’s been shown, over time, that it makes sense. It still makes sense. Almost.

The rule says that 40% of the success of your campaign depends on your list selection, 40% on the offer that you communicate and only 20% on the creative aspect, the design of your flyer, postcard or letter. But surely, somewhere in those figures should be timing – it’s vital to send out your mailing at the optimum time. Let’s change those percentages to 30/30/20/20.

30% list selection – we can help

If you’re approaching current customers then, of course, you’ll already have a list – but make sure it’s up-to-date with the correct addresses and names of contact people. It really makes your company look slapdash if you get that wrong.

If you’re looking beyond your regular audience then constructing a database is extraordinarily time-consuming and buying lists online can be dodgy. At Mailing Expert, tell us the profile you have determined for your new prospects and we’ll be able to provide you with a carefully tailored, clean list so you won’t waste time or money approaching the wrong people – or people who don’t even exist!

30% offer – it’s up to you

Quite honestly, once your mailing is opened, your customer or prospect will be thinking, ‘So how does this benefit ME?’ Blabbing on about how great your company is simply won’t do (even though your company IS great!) You could offer a discount, a free gift or service, an ebook to download… It’s up to you to decide a) what you want your prospect to do, having read your communication, so you need a clear call to action, and b) what reward will they get for doing it?

20% creative – we can help

It IS important to get this right. It has to be compelling to engage attention – so we could help with size, design, copywriting, colours, images and top-class printing services. Choose the right medium for your message – should it be a postcard, a flyer, a greetings card or a letter? You don’t want your material to be mistaken for a piece of junk mail so make it look unique and classy.

20% timing – and follow-up

For time-sensitive campaigns, it goes without saying that your recipients must have enough time to receive the mail, make a decision and take advantage of your offer.

In general, Tuesdays, Wednesdays and Thursdays are the very best days for your mail to arrive. Monday there is always a pile of stuff. On Friday, most people are winding down for the weekend ahead.

There are other aspects of time to consider too:

  • Industry peak times – people will be too busy to bother with mail so get it there beforehand
  • Seasons – does your product or service appeal to a certain sector at a specific time?
  • Theme weeks – if it’s not ‘Jam Doughnut Week’ it’s ‘Let’s Go To Work In Pyjamas Day’ – so could you target one of these?
  • Exhibitions – every sector has events and exhibitions – so find out when!
  • Current Affairs – what’s happening in the world? Could it be relevant?

The importance of follow-up is never to be underestimated. What’s the point of piquing someone’s interest with a carefully constructed communication then not doing anything else? A wasted opportunity and destruction of the initial interest you spent time and money trying to build.

So there’s the Mailing Expert Rule, hot off the press: 30/30/20/20

 

Mailing Expert

Mailing Lists like that first pancake?

Are your mailing lists like that first pancake you try your best to cook? By this we mean shapeless, full of holes and only fit for chucking in the bin. Mailing Expert is here to help you to achieve perfection with mailing lists – and we’re pretty good at pancakes too!

Mailing lists serve a purpose – just like pancakes…Pancake Fail

Originally, pancakes were created as a way of using up all the leftover food before the season of Lent begins, when it was hoped that everybody would fast, or at least be abstemious. Mailing lists were created not as a means TO fast but TO BE fast! That’s to say, when your company has a marketing campaign, having a mailing list is a super-efficient way of getting your message out to the right people, whether it’s by direct mailing by post or virtually by email.

…but they’ve got to be good

Nothing worse than a crêpe pancake! (See what we did there?) Actually, there IS something worse, and that’s a mailing list which has duplicate addresses, contains out-of-date information, is not targeted at the right demographic profile…you get the picture?

Fascinating statistics

In Britain, we use an astounding 52 million eggs on Pancake Day which is 22 million more than on a usual day. And, if you employ our services here at Mailing Expert, we’ll be able to provide you with equally fascinating information using the responses to your mailing, issuing a fully-formatted data file which shows the results of your campaign. This will highlight trends and patterns, allowing you to hone and refine your approach so you’re even more successful next time around.

Mailing Expert is flippin’ marvellous!

Just like the best of all pancakes that you want to try again and again, we’re brilliant at mailing lists. We can provide high quality integrity-checked prospect data targeted to your exact requirements – and that includes phone lists too, not just mailing addresses – from a staggering 4 million business locations and nearly every UK household.

We can ensure we don’t duplicate anything on your existing lists, we can append telephone numbers so you can make follow-up calls once you’ve mailed out. It’s as crucial to have a clean database as it is to have a clean frying pan when you’re making pancakes!

Top Testimonials

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Lemon & Sugar Pancake. Yum!

Britain’s favourite pancake, a YouGov survey shows, has the traditional lemon and sugar topping.
When it comes to mailing lists, Talkmarketing, the telemarketing, telesales and cold-calling company, based in St. Leonards-on-Sea, favours Mailing Expert:

“The key to a successful telemarketing campaign is in the data. Katie and I work extremely well together because I get all this information from my client and then Katie inputs all that information into her data system and voila we then have targeted data.

Mailing Expert are thorough, they cleanse their data regularly and work with associate companies who have high and expert cleansing processes.

Data purchased is always run through the TPS ‘Telephone Preference Service’ so all the legalities are in place.”

Mailing Expert – as popular as lemon and sugar-topped pancakes!

 

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