Expert highlights importance of B2B data cleansing
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An expert has highlighted the importance of B2B data cleansing within an overall marketing campaign.
Robert Liebertz, chief executive of Address Logics, said direct mail marketing content needs a standardised method for cleansing and validating address data.
He pointed out that B2B data hygiene technology has progressed from previous basic mail merge systems for direct mailings and address cleansing tools can now be utilised by a wide range of direct marketing businesses.
"Addresses can be uploaded in a simple Excel format and invalid addresses are corrected in minutes along with a detailed report of their contents prior to purchasing," Mr Liebertz said.
He added that address cleansing offers an alternative to spending hours researching or sending expensive mailings to addresses that have been changed or are no longer valid.
Writing on the B2B marketing smarts blog, B2B marketing copywriter Susan Fantle recently urged marketers to diversify the types of marketing lists they use in order to increase their chances of marketing success.
Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing
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