Whether you’re running a marketing campaign, or a political campaign, data integrity and completeness is essential. I work for, and buy product from, phone append vendor Accurate Append because they’ve been leaders in data quality for decades. Data quality isn’t just having access to many sources – it requires innovative approaches to merging that data and good judgement in what to keep and what to throw away.
Data quality is a big problem for political campaigns. Poor data quality mars polling, stops folks from voting, and results in multiple records for each one of use in different databases in different regions, states and on different companies’ servers. Here’s where the highest quality data comes in handy:
Get more of your mail delivered. While you can often trust Gmail addresses as valid, records from voter files change – and emails addresses don’t change in sync with physical addresses. Good data hygiene reduces email bounces and improves your sender reputation with ISPs.
Email matching for your tech program. Accurate email addresses are critical to building strong custom Facebook audiences, reducing advertising costs. For political campaigns, they also increase matches with services like VoterCircle, which you can use to enlist supporters in peer-to-peer canvassing.
Reach more supporters with accurate cell phone numbers. Open rates for texting are a magnitude higher than open rates for email. Instant lead validation on entry for all of your forms (possible with Accurate Append’s Gravity Forms OSDI WordPress plugin) makes sure you have the right numbers for texting, and line typing ensures you’re differentiating between contact methods for home, work and mobile numbers. You’ll appreciate accurate phones at every step of your operation – there’s nothing that discourages volunteers or lead gen staff faster than wrong numbers.
Save on your mailing costs: Mailings can run as high as $1 each – that means bad addresses can cost hundreds or thousands in wasted mailings, and a heck of a lot of waste. Consumer and postal mail updates mean more of your targeted mail reaches the bullseye.
To use Accurate Append efficiently, remember my tip to first remove the Gmail addresses – until some other email service eclipses the efficacy of Google’s service, those are going to be golden and don’t need much cleaning or updating. If you need phone numbers beyond the U.S., Accurate Append offers Canadian phone append. Another way to save is to narrow your target universe before sending over your file – don’t waste time or money with an unwieldy file. Remember to source complete data that allows you to reach your supporters on the most reliable channels – email, phone, doors. You can also narrow your outreach by adding donor histories and donor models to your contacts as a custom service from Accurate Append. And if you’re trying to register new voters, try their consumer file filtering to identify likely unregistered, eligible adults.