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Sales Marketing
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Companies Fail to Keep Tabs on Direct Mail
Over half of companies are unaware of the volume of direct mail they send to clients and consumers, research has shown.
A global investigation commissioned by Experian subsidiary QAS has revealed that over 54 per cent of companies do not keep a track of volume, while 88 per cent do not understand the financial implications of returned mail.
Group managing director Harry Meikle warned that companies were losing money as a result of poor data management.
"Organisations are wasting money by sending out direct mail that is not relevant or reaching its target audience because of poor data quality, but because most organisations don't track the volumes of mail they send out or receive back as returned mail, they cannot measure the extent of the data quality challenge they are facing and will find it hard to implement procedures to improve it," he commented.
Mr Meikle added that a data quality culture needed to be "ingrained throughout the organisation" before the issue of hidden costs associated with returned mail and waste could be addressed.
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