According to the Direct Marketing Association (DMA), database marketing is one of the most effective platforms to use in a multi-channel campaign.

The survey revealed that, 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.

Without the correct best practice measures in place, companies risk alienating customers by over-mailing through inadequate data, which can, in turn, lead to deliverability issues.

As featured on marketscan.co.uk.

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