Poor data kills marketing effectiveness – according to the Office of National Statistics (ONS), over 500,000 people pass away every year and 4 million move house.
Customer data deteriorates rapidly, in fact, if you fail to maintain it, you will find that much of it is useless within three years.
The fourth data protection principle requires personal data to be accurate, so keeping your customer information accurate and up to date is vital. Failure to do so could result in costly and possibly embarrassing mistakes and potential fines.
You could be throwing money down the drain by attempting to reach people whose details have changed, heaven forbid, you could even be trying to contact someone on the deceased list.