Successful Direct Mail Made Possible By Address Verification Software
30 May 2010 • 06:15 AM • BusinessThe direct mail industry is thriving. Companies want to reach out to their customers in varied ways; one of those ways is by directly mailing flyers, postcards, catalogs, and merchandise to update their customers on new products and services. Some companies’ CRM efforts include the mailing of loyalty cards, greeting cards, and newsletters. Some charity organizations also use the same mentioned promotional tools, and in addition send out donation forms that should be filled out and mailed back. Direct mail relies on the delivery services of the national Post Office and commercial delivery companies. Organizations in the business of direct mail must rely on a data base that stores their target recipients’ names, phone numbers, addresses, birthdates, and transaction histories. The success of their direct mail programs relies heavily on the accuracy of their data. The problem is that studies by the United States Postal Service (USPS) and PriceWaterhouseCoopers indicate that many of these data bases are faulty. The researchers found that 23.6 percent of U.S. mails have wrong addresses and 2.7 percent cannot be sent to the intended receiver. Organizations, as a result, incur additional costs, experience inefficiency, and fail to hit their target recipients, and quite possibly, their target sales as well. For most, this also translates to poor customer service because of inability to deliver on time. Faulty data can be due to typo errors and wrong address formats. Address verification software can definitely help organizations maintain the integrity and relevance of their data. With the use of address software, users can match addresses, correct and standardize address elements, identify bad addresses, and confirm delivery information. Address verification software enable users to retrieve, check, and print accurate and current zip code information. All these improve the quality of companies’ data bases, and contribute to successful direct mail campaigns. When evaluating address verification software, consider ease and speed of use, accuracy, competitive pricing, and value-adding features such as front-end verification and a powerful address finder. The benefits of using address correction software include data integrity, improved efficiency, higher service level, and lower costs. All these translate to effective, rewarding direct mail programs that can bring your company higher productivity and increased revenues.
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