Allied Printing in Ferndale, Michigan is known for their insightful posts on LinkedIn. We recommend this one! They note that in today’s marketing landscape, effectiveness and sustainability go hand in hand. Also that there is a danger in overlooking data hygiene.
They remind is that each year, 30 million or more people move, yet the USPS only processes around 28 million address changes, leaving many mailing lists riddled with outdated addresses, leading to wasted print and postage dollars on undeliverable mail. That means that engagement opportunities are lost. That outdated data costs more than just dollars. It also has an environmental impact, as undelivered pieces contribute to unnecessary paper waste and increased carbon emissions from transportation. If a direct mail campaign is only as strong as its audience reach, then clean data is the key to maximizing both effectiveness and sustainability.
Read the post on LinkedIn here.
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