DBM’s Direct Hits: Getting Top Mail Results: With Bad Data Costing Average Direct Mailers So Much, Going Beyond the Average Solutions Pays OffBy
This excellent fact-based article on the cost to a company of bad address records puts real numbers on the table to think about. The author is promoting additional private data hygiene steps and show the savings far outweigh the costs. But even without that bit of (completely rational) promotion, the black and white numbers for bad/incorrect addresses is huge. An average badly addressed and undeliverable letter costs a company between 60 cents and $1.20 in wasted promotion overhead and postage. How much greater would the impact be in a developing country market, or a higher-priced market such as Western Europe.
See also the Lemonly infographic the author refers to.