Data hygiene has experienced a significant spike in interest and take-up over the first quarter of 2016 according to sales figures and incoming leads from UK-based data quality and hygiene specialist, W8 Data.
The organisation – to mark its tenth anniversary – compiled a quarterly hygiene tracker for the past decade and the last three months have seen a 12 per cent increase on average; the highest rise since autumn 2006 and the ‘summer of direct mail discontent’.
The growth is attributed to the recent backlash against direct mail targeting and charity fundraising. In response to the Government review, marketers from other sectors – specifically financial services and retail – are looking to improve their own campaigns and be recognised for responsible direct marketing practices.
The tracker also reveals that over the past year, clients have experienced the largest savings on their mailings; an average of 40 per cent per campaign. Ten years ago, this figure was closer to 30 per cent and has increased as a result of more innovative and sophisticated methods of identifying and screening inappropriate data, the company says.
Attitudes altered towards data hygiene
Will Anthes, MD of W8 Data, said: “Attitudes towards data hygiene have radically changed over the past ten years, from a ‘nice to have’ to a ‘must have’.
“Today, the understanding that mistargeted mail can result in significant brand damage and reduced ROI has had the positive effect of encouraging direct mailers to take a much closer look at their practices.
“Moreover, with direct mail spend on the increase, we expect data hygiene to continue to be high on the agenda for the remainder of 2016.”
