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List
Cleaning
 Your
Lists
There are three things that make a direct marketing initiative
successful.
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The list.
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The offer.
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The creative.
And they come in that order. A bad list – including wrong or
incomplete addresses and names – wrecks everything. No matter
how much you spend on production and postage, a campaign sent
to a “dirty” list will fail. Undelivered, it is truly junk
mail.
Cleaning
It Tools
Coding Accuracy Support System (CASS) Certification
We get you automated postage discounts (you save around $.05
per piece off the non-automated rates) by running your list
through the CASS certification process. It verifies your
recipient’s address against a range of deliverable addresses,
and lets us imprint a delivery point or carrier route barcode
on your piece.
National Change of Address (NCOA) System
We can also run your list against the USPS database of
change-of-address cards from the past four years. This is an
optional step, but we highly recommend it.
Making
It Work Better
Keycoding
We can append a small, unnoticeable code into the address
block that tells you which offer, list or design drew the best
responses. It’s an important way to test and improve your
marketing efficiency.
“Suppression” and “Merge / Purge”
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“Suppression” is removing your current
clients from your solicitation mailings.
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“Merge Purge” is melding your
client list and a rental list to make sure that your
recipients don’t get two pieces. It also prevents you
from paying double postage to reach whole groups of
people. Merge / purge can also be done to discover the
total purchases done by a single person, single
business, or single address.
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