What Happens If You Don’t Use High-Quality Data in Direct Mail?

Direct mail data accuracy is one of the most overlooked factors in B2B marketing. Yet poor-quality data causes higher return rates, wasted postage, missed leads, and reputational damage. With more companies relying on direct mail again, the quality of your contact database directly affects your campaign performance and your ROI.

Why Accurate Data Matters in Direct Mail

Despite the rise of digital marketing, direct mail volumes have surged in recent years. But so has wastage.

Research from Royal Mail MarketReach and JICMAIL shows that while direct mail still has strong open rates, inaccurate data leads to a large percentage being thrown away or undelivered, often without being seen by the intended recipient.

Outdated records, incorrect job titles, or companies that have moved or ceased trading all contribute to poor results.

The Real Cost of Using Bad Data

Alex Tremlett, Commercial Director at Insight Data, explains:

“Receiving a letter addressed to the wrong person guarantees your mail-out is binned. Worse still, it reflects poorly on your brand. Using old data to save money is a false economy. You waste thousands on print and postage while reducing your chances of success.”

Some data providers claim a 5% undelivered rate is acceptable. But that’s 50 wasted letters for every 1,000 mailed, not including the missed opportunities. It’s preventable.

Why Businesses Still Struggle With Undelivered Mail

Companies move premises, restructure departments, or change key decision-makers. If your data isn’t updated regularly, you’re mailing ghosts. That’s why your data source matters.

You need:

• Real-time verified records
• Live access to updates
• A system that flags changes automatically

How Insight Data Solves This Problem

Insight Data maintains the UK’s leading fabricator and installer database, with over 14,000 active contacts across the glazing and construction sectors. Our in-house research team updates records live, every day, removing inactive companies and verifying contact details.

These updates feed directly into SalesTracker, our cloud-based CRM and prospecting tool. Users access the most accurate data available in real time.

Our Direct Mail Accuracy Rate: 99.8%

Unlike most data providers, we mail our entire database through our own direct marketing division. This gives us full visibility of delivery success.

“Our undelivered rate is just 0.2%, or 2 per 1,000, usually caused by postal handling errors, not bad data,” says Alex.

This level of accuracy is virtually unmatched. And it translates directly into better campaign results, fewer wasted mailers, and stronger returns.

What It Means for Your ROI

Clean data leads to:

• Fewer undelivered letters
• Higher response rates
• Improved trust and credibility
• Lower cost per acquisition
• Better campaign metrics

If you want measurable results from your direct mail, your starting point must be data accuracy.

Internal Links to Key Services

• Learn about SalesTracker CRM
• Explore our Direct Marketing Services
• View our Glazing Industry Database

Ready to Improve Your Direct Mail Performance?

For tailored advice or a free demo of SalesTracker, contact us or call 01934 808293.