HOW TO: Manage international DM data

Global DM campaigns rely on understanding how different countries’ postal data works. Emma Gooderham, managing director of WorldAddresses presents some key points to consider

The trend for global trade combined with growing government encouragement for export activity is encouraging organisations to consider international expansion. Achieving timely and accurate international postal data management, however, is far more complex than simply supporting multiple languages. Rushing headlong into an international business model without considering issues such as different postal address formats, preferred postal methods or character sets, could cause huge problems – from the poor customer service associated with none or late delivery, to the additional costs of redelivering goods.