I was reading a recent article about how the recession has taken a toll on direct marketing.
I have no doubt that this is true. Everyone is under pressure to reduce expenses and tighten budgets, including the marketing department. While I don't see direct marketing going away, I do see an opportunity, perhaps even a necessity, for people to market smarter.
There are some simple and cost effective methods that have been in use by many for a very long time. However someone people might need some help to find some of these resources if the are just starting to feel budget pinch.
These are all very simple (and even obvious) methods to save money on direct mail and on postage costs, but you might be surprised how many people don't make use of these processes.
The first is to make sure that your mailing list is as accurate as possible. Sounds simple enough but where do you start? Address quality can easily be determined by processing your list through a CASS certified mailing list service. This software is designed to correct and standardize your mailing data. It also identifies problems with your data. These records should either be corrected or removed from your upcoming mail campaign. If the message can't be delivered then the recipient can't make a purchase from you.
The second method is to make sure that your addresses are current. This can be accomplished by processing your mailing list though NCOALink (previously know as National Change of Address / NCOA). NCOALink can identify records on your database that have moved and filed a change of address card with the USPS. you are then able to use this information to update your database with the current address when a match is made. NCOALink can also help identify undeliverable as addressed (UAA) mail. This identification is in the form of people who have moved but have left no forwarding address, and PO Boxes that are closed. Again, they key is getting your message actually delivered to your recipient.
Other methods include services such a the DMA Do Not Mail file and deceased suppression services. If someone has made it clear that they do not want to receive unsolicited mail then it's typically a waste of money and resources to send them a mail piece that the do not want to receive in the first place. Likewise, dead people can't make a purchase from you, and you take the risk of offending the surviving family members with your offer to their loved one that has passed on.
Taking time to clean you mailing list on the front end can save you big on a marketing campaign. These services are also surprisingly cost effective. If the smart marketers are doing, shouldn't you?
Monday, March 23, 2009
Thursday, March 12, 2009
Direct Mail Job Postings
For those of you in the direct mail industry that might find yourself in the unfortunate position of looking for a job here is a resource that might be able to help.
Monday, February 23, 2009
USPS sets 30% Move Update error threshold
With a May 11 deadline looming to improve their bulk mailing lists or face fines, mailers now can receive reports on how well their mail is performing through the US Postal Service.
Beginning May 11, 2009, a mailing with a 30% or more error rate for Move Update requirements will no longer qualify for automation discounts.
"The Postal Service has had three months in which to glean data to be used to establish a fair and realistic tolerance threshold for non-compliance with the new requirements," the USPS said in a statement sent to DMNews when clarifying the 30% rate.
For a Standard Mail mailing, this means that every piece in the mailing will be charged an additional 7 cents. For a First-Class Mail mailing, this means that every piece in the mailing will be charged at the single-piece rate of 44 cents.
The new requirements, which became effective November 23, require businesses to update their bulk-mailing lists every 95 days. Previously, only First-Class Mail was subject to Move Update standards, and those lists had to be updated every 185 days. The easiest and most cost effective method of compliance is through NCOALink processing.
Beginning May 11, 2009, a mailing with a 30% or more error rate for Move Update requirements will no longer qualify for automation discounts.
"The Postal Service has had three months in which to glean data to be used to establish a fair and realistic tolerance threshold for non-compliance with the new requirements," the USPS said in a statement sent to DMNews when clarifying the 30% rate.
For a Standard Mail mailing, this means that every piece in the mailing will be charged an additional 7 cents. For a First-Class Mail mailing, this means that every piece in the mailing will be charged at the single-piece rate of 44 cents.
The new requirements, which became effective November 23, require businesses to update their bulk-mailing lists every 95 days. Previously, only First-Class Mail was subject to Move Update standards, and those lists had to be updated every 185 days. The easiest and most cost effective method of compliance is through NCOALink processing.
Monday, February 02, 2009
NCOALink Information
Over 40 million Americans change their address annually, which creates formidable obstacles in maintaining a high-quality mailing list. The NCOALink product makes change-of-address information available to mailers to help reduce undeliverable mailpieces before mail enters the mailstream.
The NCOALink process consists of computer software purchased, leased or developed by the licensee to access the NCOALink data. The Postal Service certifies the process and licenses the NCOALink product to private sector companies for commercial mail list processing or internal mail list management. Updated, computerized change-of-address information is provided on a regular basis to the NCOALink licensees by the Postal Service. The NCOALink process improves mail deliverability by providing mailers with current, standardized, delivery point coded addresses for individual, family, and business moves.
Input address information must first be standardized to conform to USPS® requirements, including the ZIP + 4® code. An attempt is made to match each name and address against the NCOALink product. Address change information is derived from the PS Form 3575, Change-of-Address Order, filed by relocating postal customers. If a match is made with the name and old address information in the NCOALink file, then the NCOALink licensee is permitted to provide the current move information (new address or undeliverable status) to update the mailing list.
The full NCOALink Product contains approximately 160 million records or 48 months of permanent address changes and is available to Full Service Provider Licensees. The limited NCOALink product contains approximately 60 million records or 18 months of permanent address changes and is available to Limited Service Provider and End User Licensees.
NCOALink helps reduce undeliverable-as-addressed (UAA) mail by correcting input addresses prior to mailing. Since 1986, Move Update predecessors such as ACSTM Service, National Change of Address (NCOA) and the FASTforward® system have saved mailers millions of dollars that otherwise would have been wasted in materials and postage. NCOALink continues this trend and, like its predecessors, provides the following benefits to mailers:
Reduces undeliverable mail by providing the most current address information for matches made to the NCOA Link file
Prevents re-mailings after address corrections are received because the address correction is applied prior to the mailing
Reduces mailer costs by reducing the number of undeliverable mailpieces by using most current address information
Provides the opportunity for faster product/service marketing through accurate mail delivery
In addition to change-of-address information, NCOALink also utilizes Return Codes to provide explanation of match and non-match status. Return Codes which indicate that a match was obtained are accompanied by a new address or undeliverable status. Return Codes which indicate a match was not obtained provide the reason a match could not be made to the NCOALink file. The analysis of Return Codes can help the mailer determine the deliverability of specific address records.
For more information on NCOALink and the licenses available, visit the Peachtree Data or call 800-477-3224.
The NCOALink process consists of computer software purchased, leased or developed by the licensee to access the NCOALink data. The Postal Service certifies the process and licenses the NCOALink product to private sector companies for commercial mail list processing or internal mail list management. Updated, computerized change-of-address information is provided on a regular basis to the NCOALink licensees by the Postal Service. The NCOALink process improves mail deliverability by providing mailers with current, standardized, delivery point coded addresses for individual, family, and business moves.
Input address information must first be standardized to conform to USPS® requirements, including the ZIP + 4® code. An attempt is made to match each name and address against the NCOALink product. Address change information is derived from the PS Form 3575, Change-of-Address Order, filed by relocating postal customers. If a match is made with the name and old address information in the NCOALink file, then the NCOALink licensee is permitted to provide the current move information (new address or undeliverable status) to update the mailing list.
The full NCOALink Product contains approximately 160 million records or 48 months of permanent address changes and is available to Full Service Provider Licensees. The limited NCOALink product contains approximately 60 million records or 18 months of permanent address changes and is available to Limited Service Provider and End User Licensees.
NCOALink helps reduce undeliverable-as-addressed (UAA) mail by correcting input addresses prior to mailing. Since 1986, Move Update predecessors such as ACSTM Service, National Change of Address (NCOA) and the FASTforward® system have saved mailers millions of dollars that otherwise would have been wasted in materials and postage. NCOALink continues this trend and, like its predecessors, provides the following benefits to mailers:
Reduces undeliverable mail by providing the most current address information for matches made to the NCOA Link file
Prevents re-mailings after address corrections are received because the address correction is applied prior to the mailing
Reduces mailer costs by reducing the number of undeliverable mailpieces by using most current address information
Provides the opportunity for faster product/service marketing through accurate mail delivery
In addition to change-of-address information, NCOALink also utilizes Return Codes to provide explanation of match and non-match status. Return Codes which indicate that a match was obtained are accompanied by a new address or undeliverable status. Return Codes which indicate a match was not obtained provide the reason a match could not be made to the NCOALink file. The analysis of Return Codes can help the mailer determine the deliverability of specific address records.
For more information on NCOALink and the licenses available, visit the Peachtree Data or call 800-477-3224.
Friday, February 23, 2007
NCOA Link
Over 44 million Americans move every year. How many took the time to let you know? Probably few, if any. What happens to the accuracy of your database? NCOALink can keep your database up-to-date by not only identifying who has moved, but providing the new address.
Peachtree Data is a Full Service Provider Licensee of the United States Postal Service® (USPS®) for NCOALink. What does this mean to you?
We receive the largest NCOALink database available, with data going back 4 years and containing over 160 million records that change daily!
We deliver fast turn-around time - both same day and next day service available. We pride ourselves as having the best customer service in the industry.
For additional information on NCOALink and Peachtree Data please explore our web site, or call us at 800-477-3224.
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