Direct Marketing Know How

LIST HYGIENE

List hygiene is critical to ensuring accurate and powerfully targeted data that strengthens any direct-marketing campaign.

The first step to properly clean and update addresses requires marketers to run their files through a file conversion process. File conversion processes are designed to identify potential problems within the records and prepare the files for higher match rates and maximum results during the list hygiene processes. The primary purpose of the conversion is to isolate all name and addresses attributes. It can also identify problem records that may affect the deliverability of the mail piece.

After all files are converted and all quality-control measures have taken place, the files are ready to be processed through address hygiene programs.

Merge/Purge:

Combines multiple files and identifies and reduces duplicates, which lowers mail costs.

Address Coding:

Address coding standardizes and verifies addresses, corrects ZIP codes, ZIP+4 Delivery Point codes and courier route codes. Based on the input file makeup, coding rates are consistently in the mid to high 90 percent range, helping to increase postal qualification and reduce overall postal expense. In addition, address coding also increases match rates for change of address processing and identifies more duplicates, during the merge/purge process, resulting in an overall 'cleaner' mail file.

Second Generation Delivery Sequence File (DSF2):

DSF2 is a highly versatile processing tool that can be used for address hygiene, as a resource in the merge/purge process or as a tool to obtain deeper postage discounts. DSF2 provides high quality address matching and is the most accurate tool to help move toward 100 percent Zip+4 bar coding as mandated by the USPS. It also appends address specific information such as seasonal addresses, vacant addresses and address type (single vs. multi family dwelling, commercial, etc.) enabling better targeting requirements. With a unique feature that allows a single name to be added, one can maximize postal discount by automatically adding names to carrier routs when counts have fallen short. Names can be dropped to exclude marginal nonperforming names when discounts are not advantageous.

Locatable Address Conversion System (LACS):

Utilizing LACS, one can convert all rural format addresses (RR/Box #) on a file to standard street grid addresses (123 Main St.), ensuring more deliverable and cost effective mailings.

Change of Address Service:

A full range of USPS-licensed and proprietary change of address services are available to remove outdated addresses and standardize deliverable addresses for your client's mailings.

Address Correction and Apartment Append:

This processes the non ZIP+4 coded records out of address coding Manager against multiple external databases in an attempt to ZIP+4 code more records. Generally, 20 percent to 40 percent of the non ZIP+4 coded records are able to be correctly ZIP+4 coded using this process. Apartment append adds or corrects that apartment number to records identified by USPS files as having a missing or invalid apartment number. Additionally, Apartment Append ensures that these records are accurately matched against the NCOA file and that mail pieces are delivered to the intended recipient.

Postal Optimization Services:

This system ensures the lowest possible postal costs and optimizes circulation. Be sure that your clients a are using only the best data for their direct marketing campaigns by offering them address hygiene services that will impact their results every time. For more information, contact your Dunhill International List Company Account Executive.