If you are like most direct marketers, some of your most important direct mail messages are wasted on the wrong addresses. In fact, every year 8 billion pieces of mail are undeliverable as addressed. This leads to lost revenue opportunities in the billions, and cost overruns in the millions. What's worse, you are missing the Millennials.
Why is this happening?
Direct mail is still one of the largest and most effective channels for direct marketing. Unfortunately, 47% of households under the age of 35 do not turn in their National Change of Address (NCOA) information when they move. As a result, a huge amount of your direct mail communications to Millennials is likely being wasted.
Ask yourself these questions:
- How many of your customers have moved without any correction on your mailing files?
- How many of your prospect addresses are no longer valid?
- How much revenue are you missing because you are mailing to invalid addresses?
- How much of your budget is being wasted every year?
- How important are Millennials to your marketing?
Stop Wasting Your Marketing Dollars and Start Getting Better Results
Most companies perform “data hygiene” but what actually constitutes this service varies greatly. Matching ability and source data are the key differentiators. So, make 100% sure that your hygiene source files are the largest and most frequently updated in the industry.
Audit Your Data and Improve Your Direct Marketing Results
To ensure that your addresses are correct, you should conduct an audit of your mail file using a robust data hygiene solution. You will instantly see where your data is dirty, how your results are suffering, and how you can immediately improve.
Your data audit should include some or all of these processes:
- Full Range of USPS Services
- Proprietary Change of Address (PCOA)
- Deceased Processing
- Persistent Pinning
- Duplicate Detection
With proper data hygiene, you will lower your marketing costs while improving your response rates and revenue. And, you'll finally connect with those missing Millennials.