Data Validation vs. Data Verification: Why Clean Data Matters in Ecommerce

As a customer data verification software provider, we’ve been helping businesses ensure that they deliver products purchased by their customers online, to the right people at the right time since 2008. Take our longstanding Postcode Lookup service, for example. Businesses that incorporate this at their online checkout enable customers to quickly – and accurately – add their address simply by inputting their postcode. For the end user making a purchase, it’s a frictionless way to add their address details. For our customers, this translates into smoother conversions and consistently valid data. It also reduces the risk of failed or returned deliveries, because the information entered is drawn directly from Royal Mail’s Postcode Address File (PAF) and confirmed by the end user before they click “buy now”. In the 18 years since our inception, our products and services have evolved to include email, phone number, and even bank account validations at the point of checkout, too. At the heart of everything we do is data - and our ability to harness it to improve the end‑user experience while reducing the risk of input errors. However, no two addresses are the same. A changing property landscape The UK and Ireland’s property landscape is not only dense but rapidly evolving. There are more and more properties being built that contain more than one home, and planning volumes pertaining to new properties are continually growing. The Build to Rent market, for example, surpassed 300,000 homes in 2025, according to Knight Frank . The result? More homes are concentrated in smaller spaces, making delivery logistics harder to navigate. Whilst the property landscape is evolving, if you’re a business that’s responsible for high delivery volumes, you need to evolve with it in order to maintain checkout simplicity for end-users, and reduce the hassle and cost of failed or missing deliveries to maintain profit margins. Seeing the full picture with Enriched Data In line with developing a wider product portfolio, we’ve launched Enriched Data – a suite of individual services designed to delve deeper into the nuances of the UK and Ireland’s growing list of addresses. Each service is available separately, giving businesses the flexibility to choose the specific enrichment they need. Here are four examples of how these services can help organisations that rely on deliveries. Multiple residences: Accuracy in Every Unit As previously covered, apartments, shared housing, and multi-family housing are becoming a larger component of the UK and Ireland’s property makeup. If you’re a business that predominantly targets young adults and those more likely to live in high-density housing and multi-occupancy dwellings, then ensuring that your product actually reaches them is possibly as critical to your business as the sale itself. Our Multiple Residence Data feature enables your customers to instantly identify and input their property at checkout, as our software includes the postcodes of 900,000 properties that fall under housing of this nature. We’re living in an age where one postcode doesn’t simply represent one street. There are now many levels and layers linked to one postcode. Enriched Data allows you and the delivery services to see them very clearly. Not-Yet-built: A glimpse into the future The Royal Mail’s PAF is comprehensive. However, it only covers existing properties. This is where our Not Yet Built Data feature comes in, which has been developed around Royal Mail’s Not Yet Built database - a specialised, monthly-updated databank identifying over 700,000 UK properties currently in planning or under construction. The beauty of this dataset is that it allows businesses to identify future customers, validate addresses for new developments before they appear in the main PAF database, and target new-build areas. Naturally, our Enriched Data services include this dataset, which means that Fetchify customers can use it strategically to engage with future customers and model anticipated demand volumes – even before the building’s foundations are in place. Rooftop Geocodes: The finer details In simpler times, a dropped pin would have provided enough information for a delivery driver to make a delivery. However, as property density increases, pressure on delivery drivers intensifies, and the number of online orders continues to grow, delivery details need to be much more explicit. Through Fetchify’s Rooftop Geocodes feature, businesses can use geocodes to pinpoint an exact delivery location. Not only does a unique geocode provide a level of accuracy that a dropped pin doesn’t, but latitude and longitude coordinates support better logistics and route planning. And, when used with other mapping tools, it allows businesses to identify location-specific access restrictions and any other obstacles that may provide barriers to delivery. Eirecodes: Precision for Irish Addresses Capturing accurate Irish addresses is critical for reliable deliveries, especially in remote areas where inconsistent addressing can cause delays. Eircodes are Ireland’s official postcode system, and each Eircode is unique to a single building. That level of precision can’t be guessed at - it requires the official Eircode database to ensure accuracy. With Fetchify’s Eircodes data, businesses gain access to the most up‑to‑date Republic of Ireland ECAF dataset, sourced directly from Eircode. For those needing enhanced location detail, the optional ECAD data add‑on provides additional geocodes to further streamline delivery operations. Eirecodes Data removes ambiguity, cuts the time associated with delivery drivers trying to find an address, and ensures that there are no failed deliveries. A simple solution to a complicated problem According to a report , the average cost of a failed delivery stands at £148.21. When you consider that around 4.2 billion parcels were shipped in 2024, with around 1 per cent (42 million) being lost or damaged, as outlined in an article by The Standard , failed deliveries represent a significant cost for retailers. The solution? Enriched Data, of course. If you already use Fetchify, then no additional integration or configuration is required, as it works natively with our Address Auto-Complete plugins. Ready to turn addresses into strategic insights for your business? Our team can help you unlock the full benefits of Enriched Data - from Not-Yet-Built datasets to geocoding - each designed to tackle a different delivery challenge. Reach out to our team to discover how we can help you streamline your operations, cut administration costs, and give your business a competitive edge.

In the world of software, which underpins ClearCourse and its growing portfolio of software-led brands, we’re never too far away from a conversation about data. And for good reason, too. Even in 2021, a government report revealed that 99% of participating organisations agreed that data is important to their success. Five years on, it’s now clear how it’s not just having data that’s important, but having the right data. Clive Humby’s phrase about how data is the new oil is well understood (and well-used, for that matter). However, we recently came across this unattributed quote that goes a little deeper and is certainly more relevant in the context of this article: data is the new gold, but it needs to be mined and refined before it’s valuable. The lifeblood of modern organisations Data is now the main currency of the digital economy. Every call, email, campaign and customer interaction depends on it. With UK businesses undergoing major digital transformation programmes in tandem with navigating the ever-changing AI landscape, a light is being shone on companies’ data weak spots. What that light is uncovering is how organisations are still struggling with fragmented systems, duplicate records and outdated details, none of which are conducive to operational efficiency, meeting high standards and delivering world-class performance. Our view is that whilst organisations are still grappling with data efficiency, there’s an opportunity for those who’ve cracked it to use it as a USP; an indicator of excellence, if you will. So, with that in mind, here are five data-centric areas that we feel organisations should be prioritising. 1. Data is the customer experience engine The key to delivering good customer service is good data. If a phone number is wrong, the call fails. If an email bounces, the campaign underperforms. Multiply this by hundreds, if not thousands, of records, and it goes beyond being merely an inconvenience; it’s a significant engagement failure. Research by Experian in 2025 highlighted how 74 per cent of organisations are actively prioritising data to drive performance, innovation and real-time decision-making, with 85 per cent seeking even more data to make their business a success. In 2026, clean data should no longer be regarded as a nice-to-have but a key tool in which to build and maintain brand credibility. 2. You get out what you put in The UK is good at AI, which is reflected in its ability to effectively use predictive analytics, automated outreach and sophisticated CRM systems. However, AI doesn’t fix bad data – it amplifies it. Any data weak spots and incorrect records will only be magnified when run through AI-led processes. At best, this is likely to counteract an organisation’s desire to benefit from AI. At worst, it could lead to reputational damage. In our view, clean data isn’t an AI strategy enhancer. It’s an essential prerequisite. 3. Regulatory scrutiny is intensifying Given how the Information Commissioner’s Office can issue fines of up to £17.5m or four per cent of global annual turnover under UK GDPR, examples of which can be found here , data governance isn’t just a big issue – it’s big business. Whether you’re contacting individuals without consent, retaining data longer than permitted or sending sensitive data to the wrong recipient, getting it wrong can be very costly. In today’s digital landscape, clean data isn’t just about efficiency; it’s about protecting your organisation from a legal and reputational standpoint. 4. The hidden cost of dirty data Bounced emails, failed calls and even returned post are all frustrating – but that’s generally viewed at a micro level through the lens of an individual or even a team. Step up for a macro view, and what this actually means is significant amounts of time and cost wasted on inefficient marketing spend and lost opportunities. Duplicate records distort the true picture, and inaccurate segmentation sends organisational money to the wrong places. Yes, poor campaign performance is generally frowned upon. But it’s the bigger picture cost that will really rock the organisational boat. Clean data is way bigger than simply boosting campaign performance. It’s the lifeblood of a solid communications strategy and a key aid at the decision-making level. 5. A mindset change In days gone by, dealing with data was typically perceived as a nuisance; something that you had to address in reaction to impending regulation, an unsuccessful campaign or even a compliance scare. However, by taking a proactive approach, not only do you avoid the pitfalls of poor data, but you also reap the rewards of having clean data, of which there are many. From launching new products faster to engaging with your audience on a deeper level, better data yields better results. By switching mindset from data management as a reactive to a proactive measure, you’re providing more stable foundations for future growth. Data collection and maintenance are two very different things In today’s data-driven world, all organisations collect (mine) data. However, not all of them manage (refine) it appropriately. Simply having more data doesn’t make your organisation better. Data volume doesn’t necessarily equate to increasing your bottom line or boosting engagement across your supporter base. It’s having clean, usable and relevant data that will help your organisation stand out whilst ensuring that you’re on the right side of the compliance fence. Data cleansing and ongoing management are now more important than ever before. It helps organisations cut through the noise, avoid costly mistakes and unlock the full potential of their CRM. Not only that, but it also helps provide organisations with a competitive advantage. Start the year as you mean to go on - with clean, reliable data. Contact our team today to discover how we can help your organisation thrive.

Many ecommerce businesses focus heavily on attracting visitors to their website. This makes sense. Without traffic, there are no sales. But what happens after that first visit is often where growth is either unlocked or quietly lost. Even with faster checkout journeys, cleaner address data, and fewer form errors made possible by using Fetchify, most visitors will not convert straight away. Ecommerce buying decisions are rarely instant. Customers compare prices, check delivery options, and shop across multiple sites before making a decision. They browse, get distracted, or simply decide to come back later. That behaviour is normal. What matters is whether your business has a way to recognise that interest and follow up once the moment has passed. This is where email marketing plays a critical role in ecommerce growth. Why email marketing still matters for ecommerce Email marketing is sometimes underestimated because it feels familiar. Most ecommerce businesses already send emails. But there is a big difference between sending emails and using email strategically. Email is one of the few channels that allows ecommerce brands to re-engage shoppers without paying again for traffic . Once someone has shown interest, email provides a direct line back to them, whether that interest came from paid advertising, organic search, or previous purchases. Used well, email marketing supports both conversion and retention , helping businesses get more value from the traffic they already attract. Not all ecommerce visitors are ready to buy It is easy to assume that if someone does not convert immediately, the opportunity is gone. In reality, many purchases happen after multiple touchpoints. Email marketing exists to capture that intent and keep the conversation going. This might include: Following up on abandoned baskets Reminding shoppers about products they viewed Re-engaging customers who purchased before but have not returned Encouraging repeat orders and increased lifetime value Without email in place, these opportunities are often lost, forcing businesses to rely more heavily on paid traffic to generate the same level of revenue. The ROI case for email marketing Email marketing consistently delivers strong returns when it is structured correctly. Industry research supports this. According to Litmus’s 2025 State of Email survey , many companies report very strong returns from email marketing , with a significant share seeing returns of up to 36 times what they spent . While results vary, the pattern is clear. Email performs best when it is automated, behaviour-led, and aligned with the customer journey. For ecommerce businesses, this means email is not just a communication tool. It is a revenue channel . What effective ecommerce email marketing looks like Successful email marketing is not about sending more emails. It is about sending the right message at the right time. Effective ecommerce email programmes focus on: Intent-based automation , triggered by real behaviour Clear segmentation, so messages feel relevant Timing that reflects where the customer is in their journey This approach ensures emails support purchasing decisions rather than interrupting them. It also helps build trust, as customers receive messages that make sense based on what they have already done. Common reasons email marketing underperforms When email marketing fails to deliver results, it is rarely because the channel does not work. More often, it comes down to execution. Common issues include: Over reliance on generic broadcast emails Poor segmentation Lack of integration with acquisition activity Measuring success on opens rather than revenue Without clear goals and structure, email becomes noise rather than value. With the right approach, it becomes one of the most efficient growth tools available to ecommerce businesses. How email marketing works alongside paid traffic Email works best when it supports demand that already exists. Paid traffic brings visitors to your site. Email ensures that interest is not wasted if a purchase does not happen straight away. Together, they help ecommerce businesses increase return from the same traffic rather than relying on ever higher acquisition spend. This joined up approach also makes marketing performance easier to measure. Instead of viewing each channel in isolation, businesses can see how traffic, follow-up, and conversion work together. How this fits with Fetchify Fetchify helps ecommerce businesses remove friction at checkout by improving data accuracy and reducing form errors. That makes it easier for customers to complete purchases once they are ready. Email marketing builds on that foundation. By following up with interested visitors and encouraging repeat purchases, email helps ensure the effort put into acquisition and checkout optimisation delivers lasting value. Together, these elements support a smoother and more profitable customer journey. As part of the ClearCourse group, Fetchify customers can access specialist email marketing teams who manage ecommerce programmes with performance in mind. These services are designed to complement Fetchify’s role, focusing on strategy, automation, and measurable outcomes rather than one-off campaigns. A practical next step Ecommerce growth is not just about attracting visitors. It is about turning interest into revenue and one-time purchases into long term relationships. Email marketing plays a central role in that process by capturing intent, following up at the right moment, and increasing lifetime value over time.  For Fetchify customers looking ahead, speaking to a specialist can help clarify how email marketing could support their growth plans and where the biggest opportunities lie. The next step is simply a conversation. Contact our team today to discover how email marketing can help you get more from the traffic you already have.