Smart list processing practices are some of the most effective ways to boost your bottom line, especially in today’s challenging marketing environment.
When looking at their mailing practices, marketers need to recognize the complete scope of benefits that list processing has for their business and beyond. A reduction in duplicates not only saves on mailing costs, but reduces excess physical waste that can be detrimental to our environment. Suppressing minors from mailings won’t just help boost response by making sure the right offer reaches the right individual, but may be your best defense in staying compliant with current and pending legislation.
Here are some tips:
1. Employ the U.S. Postal Service NCOA Linkchange of address database.
This database provides information on about 160 million address changes that are filed directly with the USPS for a full service licensee with four years of COAs, and less for a limited service licensee with 18 months of COAs. Some considerations include:
* Mailing to the old address decreases response to about 25% or less of pieces mailed to the correct/new address.
* According to the USPS, the average match rate of full service licensees was 4.5% and the average match rate of limited service licensees was 2.8% in 2008. Using a full service licensee will identify more matches
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