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Stop Wasting Money – Make Your Direct Mail Count!

Posted on June 26, 2012 at 8:00 am by Henningd 1 Comment

I hate wasting money. Actually, I hate wasting anything. Ask my family when it comes to turning off lights in unoccupied rooms, unnecessary trips to the store or paying too much for an item that is on sale in another store. And, I hate waste in our industry – paper not recycled and direct mail that never reaches the intended recipient. What a waste!

Here are a number of ways to reduce waste in your direct mail programs and improve your ROI.

  • Accurate Data — Check your database to make sure the proper fields contain the proper data; i.e. the zip code field has actual zip codes in the fields. A simple glance through the fields will quickly help you identify problems.
  • Dedupe, merge and purge — I often receive 2 or more direct mail pieces from the same business on the same offer. Why? Because they didn’t dedupe, merge and purge. Don’t waste money by ignoring this simple step.
  • Fix your Data — Always use software to validate and correct addresses. Getting the address correct reduces your postage costs.
  • Americans move a lot — Be sure to us USPS NCOA (National Change of Address) validation to get the most recent addresses for your intended audience.
  • Suppress Records – Are there some clients in your database that should not be receiving your mail piece? Then be sure to suppress their record and save more money.

1 Comment on "Stop Wasting Money – Make Your Direct Mail Count!"

  1. Marci Whitman · June 28, 2012 at 8:08 pm · Reply

    Great points! I just received two postcards in the mail promoting senior photos. One addressed to my nephew (no problem there it’s his registered address) but the other was to someone who hasn’t lived in the home for more than 15 years.

    The piece used mailing labels which gives me even more concern about the quality of the list. Clearly it’s not accurate in clean to have someone who hasn’t used that address for a very long-time.

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