6 Secret Weapons to Improve Marketing ROI

According to the 2016 MarTech Data Report, data issues are key blockers preventing companies from achieving optimum marketing ROI for their initiatives.

The basic issue of data hygiene inhibits ROI for many marketing campaigns and precludes using segmentation and customer profiling as effective marketing strategies. In fact, 50% of the 400+ marketers that responded to the survey ranked data hygiene as their #1 challenge.

The top contributors to data hygiene are inaccuracy, duplicates, incompleteness and data decay. Poor database quality blocks progress and prevents marketers from using marketing automation to its full potential including segmenting data and personalizing marketing communications that will result in higher deliverability and increased response rates.

So how do you get your data into shape to maximize your marketing ROI? Here are six secret weapons you can use to pull ahead of your competition in data-driven marketing:

1. 1. Identify and suppress consumers that you do not want to send marketing including:
      a. Anyone on a Do Not Mail list
      b. Deceased individuals
      c. Anyone in prison
      d. Underage
      e. Bankruptcy
   2. Validate individual delivery points and distinguish business addresses from residential addresses.
   3. Ensure your database has addresses that meet the USPS® mailing requirements.
   4. Update addresses of anyone that has moved in the last 48 months.

1. Eliminate duplicate data.
2. Determine which fields your database is missing and append data to help you segment for future marketing efforts. Add email addresses or phone numbers to records that are missing those fields. Additional demographic information could include ages, income or lifestyle data.

Here are some of the results you can expect from better data quality:

• Reduced mailing and email expenses
• Improved deliverability
• Fewer complaints
• Increased response rates

AccuData Integrated Marketing employs a number of proprietary data hygiene solutions as well as USPS-licensed products. In addition, we have a team of data specialists to ensure you receive the highest data quality.