Database Marketing published an article ‘Being intelligent about suppressions’, where they have challenged the received wisdom that you should always suppress data.
“It’s an old question: given that removing goneaway or deceased records reduces campaign waste, cuts costs and boosts response, why don’t more people do it? For many, suppression still simply feels like they are throwing away potentially valuable business.” James Lawson, contributing editor.
So, what are Suppressions? Essentially it is the process where inaccurate data is removed from your database. Below are some examples of suppressions.
Goneaways – These are companies or individuals that are identified as no longer active at the address currently in your database. Movers – These are companies or individuals that are identified as no longer living at an address and the new address where they now are, can be identified.
Deceased – These are individuals who are no longer alive.
Duplicates – These are companies or individuals that can be identified multiple times within your data.
One of the many benefits of using suppressions is that you can be sure that you are marketing to people who are actually going to receive your marketing message and engage with it. Why waste marketing spend on mailing to someone who is no longer there? Or why get lower conversion rates simply because your email message is not reaching your intended audience?
For some, using suppressions is an intimidating process. It involves them knowing their data and what they want to do with it. According to this article, it also involves getting rid of data, marketers thought was valuable. Knowing which data is potentially valuable before throwing it away is a big step that can sometimes be overlooked.
Fortunately, there are things that you can do about this. The article states; “Good data management practice also has a huge impact on suppression effectiveness. Capturing and validating full name, address and date of birth for each new customer rather than “Mr and Mrs Smith” will give the best chance of an accurate match later on.” This is great for real-time lead captures and Data8’s Validation tools can be implemented into your data capture forms easily and efficiently to give you better data capture.
But what about your existing database? You can find out how your database stacks up by making use of the Data Quality Report (DQR) offered by Data8. This report will give you an overall score of your data quality, identifies how marketable your current database is and best of all suggests improvements you can make to increase data quality and therefore increase your score. But this is not just let’s do a “spring clean” on our data and feel good about it. It’s more than that, as customers that have used the report and have made attempts to increase data quality have also seen their marketing effectiveness increase. There seems to be a correlation between data quality and marketing effectiveness.
You can register to receive your complimentary Data Quality Report and discover what your database looks like in a matter of minutes. It’s time we all get not only intelligent about suppression but get serious about it also.
In order to ensure that good quality data enters your database from now on, consider a data validation tool embedded into your data capture forms, where it not only verifies information that is entered but it also adds information using credible data sources so your CRM is enriched with good, accurate data. Try it out for yourself: Data Validation Demo.