TNT Post Launches dataMatters Data Cleansing Portfolio
- Two products launched under the new dataMatters portfolio:
- Data cleansing and enhancement
- Environmental segmentation
TNT Post has launched a new data cleansing service, dataMatters. The dataMatters portfolio is designed to help organisations improve the accuracy of data used for direct mailings so that campaigns achieve optimum marketing efficiency, return on investment and audience impact. Today, TNT Post introduces the service with two products: an environmental based segmentation and a data cleansing and enhancement.
Whilst complementing TNT Post's growing range of environmental services*, dataMatters is the latest initiative to underpin TNT Post's commitment to the Direct Mailing Association, with which it has signed a letter of understanding to improve the environmental impact of direct mailings.
The environmental segmentation service is based on Experian's new GreenAware. GreenAware helps mailers to segment audiences according to how eco-conscious they are, and provides insights into the behaviours and attitudes of those who are most likely to act on green issues or respond to green products and services. This transparency of audience enables mailers to create green campaigns that are more relevant and targeted, reaching those that are most likely to engage and respond with the mailing. This, therefore, increases the return on investment of the mailing.
Data cleansing and enhancement helps mailers to avoid wasted mailing costs by making business and consumer data more accurate. The new service ensures that data is complete and up-to-date with the correct contact, address, email and phone number of intended recipients, removing any anomalies or ceased contacts.
Nick Wells, chief executive of TNT Post UK comments, "Data does matter: it means better targeting, better return on investment and a campaign that is better for the environment."
"Access to accurate data and data intelligence is vital to direct mailers because it has such an influence on the success and cost effectiveness of a campaign. Better targeting means that organisations are talking to people who are more likely to buy which increases ROI but minimises consumer annoyance and wasted expenditure on redundant mailings."
"We welcome dataMatters to our existing and expanding range of postal and direct mailing services, and look forward to growing further with the additions of innovative products to ensure direct mailings are as targeted and effective as possible."
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