How To Improve Your Mailman

Transcription

1 Improve Direct Mail Results Up to 20% and More! Welcome! Thank you for joining. We will begin ~5 minutes past the hour. If you have questions during the presentation, enter them in the dialogue box on the right.

2 Our Commitment to You Best practices Provide relevant industry information Simple solutions to big problems The tools you need to make better business decisions

3 What You Will Learn Today It s not just a list: the value of clean data! Quantity verses quality: which is more important? USPS data sets; the basics and the limitations Improving results, go a simple step further!

4 Direct Marketing 101 The right message The right offer The right list

5 It s Not Just a List! You are mailing to people make a connection To reach a person, you need accurate data

6 The Myth of More is Better Just go ahead and send it... maybe we'll reach an interested person

7 Direct Mail Costs Take a step back what are the obvious costs? Printing, paper and labor Postage Any return service and address correction fees All JUST mailing-related costs

8 Let s Do The Math As an example, let s say you mail 10,000 pieces Each piece costs $1.50 to print and mail 2,200 are undeliverable records $1.50 x 2,200 = $3,300 wasted

9 Wasted Budget Deliverable $11,700 78% Undeliverable $3,300 22%

10 Exclude Bad Records, Improve ROI $20,000 $20,000 $15,000 $11,700 $8,300 $5,000 All Records Just Deliverable Records Mailing Cost Total Sales Net Gain

11 Intangible Costs What about the costs that are not so obvious?

12 Real Life Example Annual subscription renewal notifications What happens if our customer doesn t receive the notification?

13 Calculating Opportunity Costs Back to our 2,200 undeliverable records What if you could reach these contacts?

14 Correct Records, Improve ROI $20,000 $20,000 $25,641 $15,000 $5,000 $11,700 $8,300 $15,000 $10,641 All Records Just Deliverable Records Correct More Records Mailing Cost Total Sales Net Gain

15 Quality vs. Quantity The quality of your data will have a direct impact on the success of your mailing POOR DATA = Poor response rates More is not better so which records should be excluded?

16 Cleaning Up The Data Start with the basics Use a CASS Certified software to correct addresses and append the ZIP+4 code Flag records with issues

17 Find the Moves ~40 million individuals, families and businesses change addresses each year 70 80% of these moves are reported to USPS Use an authorized NCOA Link service to update your database

18 Moves Over Time Automatic Mail Forwarding Moved within 12 Months Prior to Mailing Mail is Delivered to Incorrect Person Moved 48 Months Prior to Mailing Mail is Returned to Sender or Trashed Moved Months Prior to Mailing

19 You ve Made Progress Your list is as clean as it can get using minimum-required services

20 What Hasn t Been Corrected? The USPS address correction data set has: No names No apartment numbers No other types of appends The NCOA Link service requires an exact match

21 Hidden Moves Some people don t provide a forwarding address 20 30% don t report anything to USPS It s not required by law They forget, don t care or don t want to be found

22 Breaking It Down Undeliverable 2% Apartment Dwellers 5% Deliverable 78% Frequent Movers 8% The Elderly 4% Other? 3%

23 Improving Your Results How do you locate Duplicates? Deceased contacts? Do not mail contacts? People who did not file a move with USPS? Missing unit numbers?

24 Duplicates Have you ever received the same mail piece twice? Flag and remove!

25 Identify the Deceased Flag contacts who are no longer living Match based on phonetic name, gender, address, and suffix (e.g., Jr., Sr.) Social Security Administration data Avoid damaging relationships

26 Do Not Mail Flag people in the DMA do not mail database They do not want to receive direct mail remove them! Focus on reaching the people who are receptive to receiving your message

27 Find More Moves Locate people who have not filed with USPS An extended change-of-address service compiles moves from other sources Updates moves up to 60 months old Sources: magazine and catalogue subscriptions, insurance, utility and credit bureau databases

28 Append Apartment Numbers Multi-unit buildings make up over one-quarter of U.S. housing Complete residential addresses to reach more people on your target list

29 20% Deliverability Improvement Undeliverable 2% Deliverable 78% Corrected 20%

30 Protect Your Investment Better contact information provides better results and accuracy You invest time, money and effort into every mailing ensure the best results with the best contact data

31 Summary Accurate contact data is the key to great results and success, don t miss the mark on your next campaign with an oversight in bad data Quality is more important than quantity Use USPS and non-usps services simultaneously for best results

32 Next Steps Schedule a Deliverability Improvement Analysis To get started, send a request to: sales@satorisoftware.com Your report will help you determine the health of your contact list and what you can do to improve direct mail results

33 Q&A Thank you we appreciate your time! Please complete our short survey so we can continue to improve the quality of our webinars Kristen Gregerson Data Services Manager x2881