| Data Cleansing for Target Marketing The US | | | | and addresses quickly become out of date. |
| Postal Service recently announced that it plans to | | | | According to the USPS, 17.8% of the mail has |
| raise rates in 2011 by as much as 5.6%. Ok.. so it | | | | some type of error or addressing deficiency. |
| will cost a little extra to send a card to Aunt | | | | Missing address elements can reduce delivery by |
| Dorothy next year. However, marketers and | | | | 50 to 60%. The cost associated with undelivered |
| catalogers who rely on direct mail will have to pay | | | | mail pieces was estimated at 1.8 billion. |
| a hefty increase in postage dollars to keep in line | | | | Companies who engage in direct mailings as part |
| with current operational and marketing plans. | | | | of their overall marketing plan must invest in data |
| Some organizations say they plan on cutting back | | | | cleansing initiatives. Before any direct mail |
| on mailings next year. Companies will seek to turn | | | | campaign, consumer data should be run through |
| to other marketing avenues, such as | | | | NCOA software (National Change of Address) to |
| internet-based marketing, social media, and email. | | | | find each recipient's most current address. |
| However, many companies rely heavily on | | | | Additionally, using Data Quality software, |
| mailings as their primary avenue to reach | | | | addresses can be cleansed, organized, |
| customers and prospects. For example, many | | | | standardized, and householded. Direct mailing |
| non-profit organizations receive up to half of their | | | | campaigns become much more efficient and |
| revenues from direct mail appeals. | | | | targeted. That stamp may still cost more than it |
| In addition to rising postal costs, data does not | | | | did last year, but clean data means delivered mail... |
| remain constant! People move, lifestyles change, | | | | which means marketing dollars spent wisely! |