Ian Stirling of Objectives Reached is a full paid up member of:
As a business advocate of the LEP, we can provide additional advice to clients with help from the monthly emails we receive containing useful information that can benefit companies across Norfolk and Suffolk.
This case study examines a company that as a by-product of their trade, had built up a large mailing list. Their problem however, was that the list contained a lot of outdated information and inaccurate client data.
A company had built up a large mailing list over the years; however it could not accurately tie its sales to the list. It was decided the list had to be cleaned up, so it was sent away to a reputable company to remove the irrelevant contacts.
This left circa 100,000 good names and addresses plus 17,000 incomplete or unmatchable to Royal Mail’s Postcode Address File (PAF). A mailing campaign was produced to the list of 100,000 names and addresses. In the days after it went out, the company received a box of post returned from Royal Mail, so it decided it would not use the list again.
Objectives Reached would have a few very important changes to the campaign.
Firstly: we would have agreed on the response rate for enquiries and sales before the campaign was launched.
Secondly: we would have test mailed some people, in small batches whilst the mailing list was being produced.
Thirdly: it would have warned the company that it could receive a high number of returned items, as people change information every year, the List Cleaning Company could have been requested to test to a higher standard, that would have resulted in a moderately accurate list but with many more names and addresses needing to be verified.
The important information to measure the campaign against is NOT:
The amount of returned items. As this is a clear indication of the information to be updated.
The important information to measure the campaign against is:
The quality of the enquiries received enhances the mailing list.