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Tips to Keep Your Customer Direct Mail Database Clean

July 7th, 2017

Finding out your direct mail advertising items are coming back as undeliverable can be quite a frustrating discovery. 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

You know what they say about too many cooks in the kitchen. 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 mailpiece didn’t get to its intended recipient and update your database accordingly.

Updating addresses with Stamps.com

You can use Stamps.com to keep your address list current! Stamps.com is a CASS-certified solution and regularly syncs with the USPS Address Matching Service Database, which verifies valid U.S. mailing addresses. If you want to meticulously review questionable addresses, the Automatic Matching System pop-up alerts may come in handy. If you’d prefer to update without review, you can easily turn off the pop-ups.

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