Research From Royal Mail Reveals That UK Businesses Need Better Quality Data

Research from Royal Mail Data Services reveals that quality, up-to-date contact data has the single greatest impact on the response and conversion rates of marketing campaigns. UK businesses ranked quality of contact data as more important than the timing of a campaign, personalisation and creative execution in delivering positive results for marketing. Quality of contact data was placed first in order of importance by survey respondents. UK companies more often use unvalidated data for business decision-making and marketing. For 67 per cent of UK firms, a postal-address is the most valuable piece of data they can collect for marketing purposes and the overwhelming majority (88 per cent) cite their websites as the primary source for gathering this information. www.royalmail.com