Direct mail data processing tips

With the United States Postal Service and Postal Regulatory Commission (PRC) postal rate increases taking effect this month, it’s more important than ever to partner with a direct mail and print provider to ensure your business is able to optimize costs while working within USPS requirements.

There are a few steps companies can take to keep costs under control while maximizing results. Ensuring your mailing list is up-to-date and streamlined, utilizing audience segmentation to target the right consumers at the right time, and tracking and analyzing response and engagement are a few simple ways to ensure your direct mail campaigns get optimal results at efficient costs.

Clean Data

Data cleansing and appending is more important than ever. Streamlined data is an essential component for reducing costs in order to maximize USPS postal discounts and reduce waste in printing, lettershop and postage from mailing to non-verified addresses.

With nearly 36 million address changes processed by the USPS in 2020, it’s crucial to ensure that your data is up-to-date. Your business can reduce costs by eliminating misdirected mail with the following best practices:

  • NCOA (National Change of Address) Processing
  • USPS Address Verification
  • Removing identical records or duplicate addresses through a process called de-duping
  • Identifying and removing records for deceased individuals
  • Securing the best lists for your target audience based on geography, industry, interests, income levels and more

From data scrubbing and mining, to database enhancement and management—and everything in between—our team of expert data technicians are equipped to optimize your mailing list to minimize costs and maximize ROI.

Audience Segmentation

Once you have a clean, optimized list, your business can take its mailing list to the next level with audience segmentation. Segmenting your list into specific audiences allows you to present a more targeted message to the right people at the right time.

This effective approach not only allows for more personalized messaging, but also ensures your company is distributing relevant creative and offers to each specific segment, rather than sending general campaigns to the full list.

With variable data printing, we’re able to unleash the full potential of your list by customizing images, messaging and text for each individual recipient without slowing down or stopping the print process.

Response Tracking & Analysis

The results of each direct mail campaign can help to shape your strategy moving forward and highlight any adjustments that should be made for future campaigns to optimize results. A clean list and targeted segments will allow your mailings to get into the right hands, and an effective tracking strategy will help your company measure valuable metrics.

Your business has options when it comes to measuring success for direct mail campaigns. You can even consider testing multiple tracking methods to see what resonates most with your audience.

Here are some examples of how you can analyze the performance of your campaigns:

  • Trackable phone numbers
  • Trackable URLs
  • Coupon/Promo codes
  • Physical coupons
  • QR Codes

To learn more about what your company can do to get the best possible results from your direct mail campaign, while simultaneously maximizing cost savings, contact us today and unleash the power of Digital Dog Direct.