Prospect List Cleaning Best Practice

If a prospect list is one of your most powerful marketing assets, then keeping that list healthy and up to date is critical for every marketer. Without proper maintenance, your list can quickly get out of date as your customers move, change addresses or experience changes in the household. By keeping your list up to date, you decrease wasted marketing spend and increase the return on your direct marketing investment.

Here are the best practices that should be part of your kit:

Address Quality

Make sure you are sending mail to the correct address and that your audience hasn’t moved. You can update your list using tools like the following:

Address Standardisation – reduces the number of incomplete and undeliverable addresses.

National Change of Address (NCOA) – this Australia Post service provides current change of address information to reduce undeliverable mail and increase response rates.

Enhancement – ability to enhance customer data by adding key elements to fill in missing data and dimension to existing data for a more complete customer view.

Deduplication

You don’t want to be that company that sends the same catalog four times to the same address. You can dedupe your marketing list by:

Individual Deduplication – dedupes each individual living at one address based on first names.

Househould Deduplication – dedupes lists based on the last names associated with each address.

Address Deduplication – dedupes your list so only one mailing goes to each specific address.

Number Deduplication – dedupes your list so that one mailing goes to each specific phone number.

Just how clean is your data? Identify where your data requires attention, allowing you to choose which areas to improve.

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Suppression

There are instances when you should remove someone’s mailing address from your marketing lists, namely:

Industry Suppression – responsible marketers must respect a consumer’s contact preference. This does not only help protect a consumer’s privacy but also saves time, money and goodwill.

Deceased Suppression – this flags deceased individuals who have been recognised on public records.

Article From: www.acxiom.com.au