Web Decisions Provides Disturbing Results of a Mailing File Audit

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National mailers are not identifying all of the non-deliverable addresses associated with their prospect mail files. Financial consequences are significant if these records are not identified.

The "block and tackle of direct mail" is the Data Hygiene steps in mail tape preparation.

In fourth quarter 2013, Web Decisions received a mail ready file – hygiene steps already completed. A Mailing File Audit was conducted and revealed incremental issues not identified by the initial mail file processing.

Results of the additional processing identified: (1) an additional 1% of the records as deceased individuals, (2) a 50% increase in individuals who had moved with a forwarding address (NCOA), and, (3) more than 5% of the records were identified as duplicates.

In addition, there were an enormous number of postal address related errors in the data.

Mike Hail, the Executive Sponsor for this client, asked:

  • "In the rush to explore the interactive channel has the knowledge of "how to properly prepare" direct mail been lost.
  • Has the financial control factor imposed by procurement driven vendor selection removed the "testing of outcome" by bidder
  • Does the non- sexy nature of data hygiene prevent" the best and brightest from designing Best Practices"

The client, a national marketer, would have suffered more than $200,000 in funds wasted with another $200,000 at risk due the non- standardized mailing addresses being used.

If you would like more information about Web Decisions or to schedule an interview with any of the team leaders, please call Mark Graham at 214.449.0538 or email Mark at mark.graham(at)webdecisions(dot)com. Find out more about Web Decisions at http://www.webdecisions.com.

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Mark Graham
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