4 Tips to Keep Your Customer Direct Mail Database Clean
Finding out your direct mail advertising items are coming back as “undeliverable” can be quite frustrating. You’ve lost money, time and potential customers on each piece that comes back to you. So, what can you do about it? By keeping your customer database current, you can make sure your direct mail is getting to its intended recipients in a timely manner and minimize the number of returned mail because of misspellings and bad data.
Tip #1 – Create One Central Database
It’s possible you’re getting your lists from different sources, so if you haven’t done so already, combine any information you might have for customers and prospects. This will make it much easier when you start planning future mail marketing campaigns.
Tip #2—Designate a Database Manager
Pick one or two people on the team to maintain and update your database in order to minimize the potential for error that may arise when too many people have the ability to access and edit your list.
Tip #3—Make Sure Your Addresses Are Clean
You’ll want to run your address list through Coding Accuracy Support System (CASS) approved software in order to compare the addresses you have with the USPS database in order to find errors and inconsistencies such as typos, incorrect ZIP codes or non-standard state abbreviations. This address cleansing and verification process helps you to make sure addresses in your database match the preferred USPS specifications, and offers suggested changes for each potential error.
Tip #4—Watch Your Mailbox
If and when you do receive undeliverable mail, you’ll want to look into why your mail-piece didn’t get to its intended recipient and update your database accordingly.
Direct mail marketing could be a very effective tool to broaden your clientele, as well as raise your brand recognition; however, it is entirely dependent on the quality of your customer database.