What is Data Cleansing And How Can It Benefit Your Business?

What is data cleansing?

Data cleansing is quite simply the process of managing datasets to ensure accuracy and data compliance.

This process guarantees all customer (and prospective customer) data such as names, address and phone number are kept up to date. This makes it much easier to target active customers who are more likely to convert, and undertake successful cameo analysis of data.

Without proper data management, organisations cannot make informed, data driven decisions and may even be at risk of failing to comply with GDPR.

It’s business critical that companies ensure GDPR compliance, as non-GDPR-compliant data can result in “fines of up to 10 million euros, or, in the case of an undertaking, up to 2% of its entire global turnover of the preceding fiscal year, whichever is higher.”

Clean and accurate data + analysis and segmentation = maximised audience and bigger ROI!

Why is database management important for direct mail marketing?

Sending out direct mail to customers takes time, effort and money so it’s important for marketing managers to carry out their due diligence and ensure they’re getting the best returns. Sending addressed mail to someone who has passed away, or someone who no longer lives at the address recorded looks unprofessional and isn’t great for brand reputation.

According to removal and storage company, Brycelands, people will move an average of eight times in their lifetime, with three to four moves between the ages of 18 and 30. It’s estimated that 100,000 households move into a new home in an average month. When companies fail to manage their marketing databases, they are losing out on valued customers and hampering the success of their direct mail marketing campaigns.

However, when data is cleansed, it keeps costs low, reduces waste and maximises ROI.

What are the benefits of data cleansing for direct mail marketing? 

Data driven decision making 

When data is up to date, it allows for better decision making and accurate analysis. This in turn gives companies invaluable insight into their audiences, which helps them craft campaigns and strategies that will help business growth. 

Greater results and improved ROI 

Delivering greater ROI and excellent results can be done with confidence, as companies can deliver targeted messaging to the right audiences, and garner high response rates. Personalised messaging can be sent to high-value customers and prospects through segmentation, aiding repeat business. 

Sustainability and cost efficiency 

The risk of  sending mail to the wrong addresses and people is decreased, as is the probability of that carefully crafted mailpiece getting thrown in the bin. This also results in less material wastage, as mail is being sent to the correct recipients, thus saving money and minimising the environmental damage.

Protect reputation

When a company’s mail consistently ends up on the doormats of the wrong addresses, it damages brand reputation. When databases are maintained, the likelihood of spam mail being sent to the wrong address is greatly reduced. 

GDPR compliance 

Proper data management and compliance ensures GDPR compliance, as customer contact information and permission is always up to date. This helps avoid non-compliance fines.

Data cleansing for direct mail with Sorted DM

At Sorted Direct Mail, we’ve been in the business of cleansing data for direct mail for nearly three decades. We offer bespoke data management and processing for businesses across a wide range of industries, including housing, charity, automotive and more.

We pride ourselves in being ISO 27001 accredited, ICO registered and fully GDPR compliant, and understand the niche requirements of data management across different sectors. Get in touch.