Data Quality News, London UKDate Submitted: 5/22/2007 9:25:53 AM

Direct mail needs to be relevant to the consumer for it to be effective, according to a new study.

DM News reports that studies have shown most US citizens only like receiving direct mail that is relevant to them, highlighting the importance of a high standard of data quality for marketers.

Direct mailers need to ensure a high standard of data quality before launching direct mail campaigns because the research shows packages sent to the wrong addresses will only serve to displease consumers.

The study found that it is only when unsolicited direct mail begins to outweigh relevant and targeted direct mail that consumers begin to complain, therefore showing that data quality is of major importance to direct marketers.

By ensuring a high standard of data quality, companies can avoid annoying consumers by ensuring that items are not only relevant but also sent to the correct address.

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