A flawless customer and address database is a must for every company and the be-all and end-all for successful marketing activities.
Every one of us has received a letter in which our name or street address has been misspelled. Mistakes also creep in again and again in the structure of the addresses. Not always tragic, but can be annoying for both the sender and the recipient. As a company, we are in regular contact with our customers, in writing, electronically or in person, so the accuracy of customer and address data is extremely important. Their importance is often underestimated and too little time is invested in their care.
Why address maintenance is so important:
- The recipient wants to be written to with the correct address.
- Incorrect postal addresses will result in returns and additional costs.
- Incorrect e-mail addresses lead to higher bounce rates.
- Correct personalization leads to a better response rate and thus to more success.
- Incorrect addresses cast doubt on the competence of the sender company.
If a database is not maintained correctly over a long period of time, it is extremely time-consuming to clean it up. In this case, ask yourself whether you should have the cleanup done by an external service provider or whether you should do it yourself. We are of the opinion that a clean-up and maintenance should be done internally, because nobody knows your customers as well as you do! Designate responsible persons, set up rules and train your staff.
Tips for address cleansing and maintenance:
- Define meaningful data record fields. Separate what needs to be separated, e.g. title and name, street and house number, zip code and town.
- Aress data in such a way that all information can be processed.
- Data should be easily exported to address lists (e.g. Excell table).
- Check whether the correct data is in the correct database field.
- The spelling in the individual data record fields should always be the same, e.g. ...street is always written out in full, country code always 0041, etc.
- Record all the important data that promotes a perfect customer relationship, e.g. important agreements, special conditions, birthdays, your manner, language, etc.
- Clean up duplicates.
- Make the changes you receive immediately, the next shipment is sure to come.
- Enter new addresses according to the rules right from the start.
You need your customer and address data for practically every marketing activity. If these are maintained correctly, the required data can be processed and used at any time. It is also important for us as your partner that we receive correct address files with the required data record fields for personalized mailings and mailings. In this way, we can guarantee a smooth process and avoid unnecessary extra work and the associated additional costs. Correctly maintained customer and address data guarantee successful marketing activities and customer relationships.
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Information on data protection, revocation, logging and the performance measurement covered by the consent can be found in our data protection declaration
Annette Weissbaum
044 289 89 10