Data Cleansing For Target Marketing

Clean Target Marketing data for U.S. Postal Service recently announced plans to raise rates in 2011 to 5.6%. Ok .. so it will cost a bit more to send a card to Aunt Dorothy next year. However, retailers and catalogers who depend on direct mail will have to pay a large increase in dollars of the shipping costs to keep in line with current operational marketing plans y.

Some organizations say they plan on cutting back on shipments next year. Companies try to use other marketing channels such as Internet-based marketing, media, and email. However, many companies rely heavily on email as their main way to reach customers and prospects. For example, many nonprofit organizations receive up to half of its revenue from direct mail appeals.

In addition to rising postal costs, the data is not constant! People move, change lifestyles, and the directions quickly become obsolete. According to the USPS, 17.8% of the mail that has some kind of error or deficiency to address. Missing elements of the delivery address can reduce 50 to 60%. The cost associated with undeliverable mail pieces is estimated at 1.8 million.



The companies engaged in direct mail as part of their overall marketing plan to invest in data cleansing initiatives. Before any direct mail campaign, consumption data should be run through software NCOA (National Change of Address) to find the most current address of each recipient. In addition, using data quality software, the addresses can be cleaned, organized, standardized and Household. direct mail campaigns are much more specific and effective. That seal can still cost more than it did last year, but the data implies the mail delivered clean ... which means that the marketing budget spent wisely!