Database marketing is one of the most effective platforms to use in a multi-channel campaign, new research shows.

According to a survey from the Direct Marketing Association (DMA), when used in conjunction with email, database marketing has a success rate of 95 per cent.

Direct mail was found to be the second most effective marketing medium, with a success rate of 94 per cent, followed by telemarketing at 92 per cent.

The survey found that one in five respondents ranked data list hygiene as the most important deliverability factor, followed by email content (18 per cent).

Around 40 per cent of marketers take inactive addresses out of their business lists and consumer lists, although half do so without conducting any kind of research, the survey revealed.

Richard Gibson, chair of the DMA Email Marketing Council Benchmarking Hub, said: “Without the correct best practice and evaluation measures in place, companies risk alienating customers by over-mailing which can, in turn, lead to deliverability issues.”

A recent MIT report found that even the most secure databases are prone to security attacks and data breaches.

Posted by Matthew Collins, Technical Director – IT Data Cleaning, Hygiene, Analytics, Databases