Database Preparation
The mailing is only as good as the database used. This is a direct marketing cliché but to the team in Dataconversion Direct and to direct marketers it’s a commandment. Good databases generally equal good response rates. The questions you need to ask are:
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Are your customers’ details up to date?
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Are the addresses in a valid format?
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Is the customer database clean?
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Do you have a name, a surname and a gender for every customer?
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Are some customers in the database twice?
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Do you want to mail everyone in the household or just the key decision maker?
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How will you remove deceased customers or those who have moved house?
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Will the quality of your data allow for Postaiming or Mailsorting the file?
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How will you update your database when the campaign is complete?
The processing for data is detailed in:
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