We can take your mailing lists (databases) and run them through our filtration program that will provide an improved, more accurate list, which helps the post office deliverability. By scrubbing your data, it will lower postage costs for your marketing campaigns, which is always a plus! The use of personalized, more focused, and accurate lists for direct marketing is growing. Scrubbing your list creates much more effective campaigns because it is a function of quality rather than quantity. This is a powerful, effective way to target your audience, generate a higher return on your investment, and save you time and money.
There are several types of Integrated Data Services that we can provide. These are add-ons to the standard CASS Certification and NCOA (National Change of Address) Move Updates.
You’re already familiar with Move Update NCOALink processing, but did you know that up to 20% of household moves are never filed with USPS? Our ECOA service employs data from credit firms, magazine subscriptions, catalog houses and other sources to identify moves that would otherwise be missed. You can add ECOA to your standard processing to improve the deliverability of almost any mailing.
The Apartment Number service evaluates input addresses and names to append the correct secondary data. Having correct residential unit numbers is fundamental for good mailings, given that over one-quarter of U.S. housing is in multi-unit buildings. This is especially true for the 8% of buildings with 2 – 4 units, since those secondary numbers are not included in the data set used by CASS™ processing. Upon the completion of CASS certification, it’s common for 5 – 10% of a mailing list to consist of addresses with missing or invalid numbers. Despite the fundamental importance of unit data for deliverability, USPS currently allows these addresses to be barcoded, which means they can qualify for automation discounts. Unfortunately, while considered mailable, these mail pieces will almost certainly be undeliverable (e.g., returned to sender or discarded), which negatively impacts the success of the mailing.
Every marketer wants to focus their direct mail on prospects that are willing and able to respond. A key tool for achieving this goal, Suppression Suite processing, compares records against three different suppression lists:
In many cases, sending these already unprofitable mail pieces can actually damage the relationship between you and your prospect. Mail sent to the deceased often causes distress to the family. Advocates of do-not-mail legislation are vocal and use every piece of unwanted mail as ammunition.
Adding Walk Sequence data can dramatically lower the cost of a geographically concentrated mailing. Mail sorted for Standard Mail with Walk Sequence data will qualify for high density rates if there are as few as 125 pieces on a carrier route, or saturation rates if delivered to more than 75% of all the carrier’s stops (or 90% of all residential stops). High density mail pieces are discounted 7 cents each, and saturation mailings 8.3 cents each. Walk Sequence can deliver great value even if only part of a mailing qualifies.
Here’s an example:
|Total addresses in list||25,000|
|Percentage sorting at basic 5-digit automation rate||50%|
|Percentage qualifying for high density rate||30%|
|Percentage qualifying for saturation rate||2|
Even with only half the mailing qualifying for higher discounts, adding Walk Sequence data pays off:
|Total postage if only 5-digit automation sort||$5,925|
|Total postage with addition of Walk Sequence data||$5,335|
|Cost of adding Walk Sequence||$56|
|Net postage savings with Walk Sequence||$534|
|ROI on purchase of Walk Sequence data||949%|
This innovative service is ideal for improving direct-mail campaign response rates. It replaces names with the primary contact and appends the gender on file for that person. You may be able to drastically improve campaign results through more accurate personalization, especially in situations when the product is typically preferred by a specific gender.