As noted in today’s story about Nextmark’s data card report, data card quality is important.
Nextmark’s director of business development, Chris DeMartine, shared some thoughts with us on improving data card quality:
*Review your data card quality report: select either ‘Data Card Quality Spreadsheet’ or ‘Data Card Quality Print View’ from the ‘CHOOSE A REPORT’ menu on the Lists – Management tab. You must be signed in to NextMark under your list management organization to run this report.
*Use the ‘next update date’ field: by populating this field you get the benefit of receiving an e-mail reminder (to update the data card) seven days prior to the date you enter. The next update date must be greater than or equal to the current date in order to receive full credit for last update.
*Check the update frequency: it is important for list brokers to know how often the names on a mailing list are updated. If the next update date is not populated, then the data card quality score will be based on the update frequency and the last date and time when the data card was updated by the list manager.
*Populate all scored fields for postal list types: make sure that every one of the fields representing the thirteen attributes are populated with valid information.
*Audit your list type selections: the scoring process for an insert program is
slightly different than it is for a postal mailing list. The same holds true for other types such as blow-in or statement stuffer programs.
*Create a high quality list description: although there is a minimum character length required for a high quality list description, the scoring process also considers your creative efforts as part of the grade.
*Select three relevant categories: you’ll need to select at least three categories on the data card that would be relevant to the broker or mailer who is renting the list. Excessive categorization is discouraged because it not only dilutes the uniqueness of a list, but also makes it difficult to determine the target audience for the list.