How to Keep Your Mailing Data Up to Date
Mailing data doesn’t stay accurate forever.
People move home, businesses relocate, contact details change and some recipients no longer wish to receive marketing communications. Over time, even a well-maintained mailing list can become out of date.
Reviewing your mailing data regularly can help improve delivery rates, reduce unnecessary costs and make your direct mail campaigns more effective.
In this guide
- Why mailing data changes
- What are goneaways?
- What is deceased suppression?
- What is the Mail Preference Service (MPS)?
- Why should duplicate records be removed?
- How often should mailing data be reviewed?
Why mailing data changes
Even if your mailing list starts out completely accurate, it won’t stay that way forever.
Every year people move home, businesses change premises and customer details are updated. If your mailing data isn’t reviewed regularly, there’s an increased risk that some of your mail will never reach its intended destination.
Keeping your data up to date helps improve campaign efficiency and reduce unnecessary waste.
What are goneaways?
A goneaway is someone who has moved from the address you hold for them.
If your mailing list hasn’t been updated, there’s a chance your mail could be sent to an old address where the intended recipient no longer lives or works.
Identifying goneaways before a mailing helps reduce returned mail and avoid unnecessary printing and postage costs.
What is deceased suppression?
Deceased suppression is the process of identifying records where the recipient has passed away.
Sending marketing material to someone who is deceased can be upsetting for family members and may damage your organisation’s reputation.
Screening mailing data against appropriate suppression files can help reduce the likelihood of this happening.
What is the Mail Preference Service (MPS)?
The Mail Preference Service (MPS) allows people to opt out of receiving unsolicited direct marketing by post.
If you’re sending marketing mail, it’s worth considering whether your mailing data should be screened against the MPS register before your campaign is sent.
Some postal services require MPS screening and other data checks to have been carried out within a specified period before posting. Always check the requirements of the postal service you’re using to make sure your mailing data meets the necessary criteria.
Why should duplicate records be removed?
Duplicate records can result in the same person receiving multiple copies of the same mailing.
Removing duplicates helps reduce unnecessary printing and postage costs while providing a better experience for your customers.
How often should mailing data be reviewed?
There’s no fixed timescale, but mailing data should be reviewed regularly, particularly before large or important campaigns.
If you collect customer information throughout the year, making data maintenance part of your routine can help keep your mailing list accurate and ready to use whenever you need it.
Summary
Mailing data naturally changes over time, but regular maintenance can help keep your campaigns accurate and cost-effective.
Checking for goneaways, deceased records, Mail Preference Service (MPS) registrations and duplicate records can improve the quality of your mailing data, reduce waste and help ensure your mail reaches the right people.