Case Study:
 Ad
Agency Utilizes Mailing Software to Update Data
Roska Direct Advertising – a nationally known ad
agency based in Montgomeryville, Pa. – keeps its
customer and prospect databases current and updated
by using Melissa Data’s MAILERS+4 software and
NCOALink®.
“Keeping addresses in these files clean and current
is critical to the success of the marketing programs
we develop for our clients,” says Steve Lindsey,
manager of database operations at Roska Direct
Advertising. “Melissa Data provided us with
solutions that allowed us to react more quickly
while lowering the cost of data hygiene so that we
can, in turn, pass on that value to our clients.”
The agency’s clients are mainly from the
pharmaceutical and consumer sectors. Prior to using
Melissa Data’s services, the agency relied mostly on
lettershops and data processing companies to cleanse
its mail files. “While this got the job done, we
found that we frequently lost time transferring data
back and forth,” says Ali D’Agostino, Roska Direct
Advertising’s print production manager.
The agency now uses MAILERS+4 and GeoCoder to
perform what it calls the most critical part of data
hygiene – address standardization. “This software
enables us to verify, correct and standardize
addresses and eliminate duplicate records,” Lindsey
says. “GeoCoder helps the firm with a cost-effective
way to prepare our client’s customer files for
geo-demographic analysis.”
“We find the MAILERS+4 software to be easy to use
and very good at processing large amounts of data
quickly,” he adds.
To bolster its mailing efforts even further and
guarantee success, Roska Direct Advertising also
uses NCOALink. The agency routinely receives rental
lists that are not as clean as they would like them
to be. “Roska Direct Advertising routinely runs
CASS™ and NCOALink on all rented lists prior to
merge/purge,” Lindsey says. “Melissa Data’s software
and services have saved our clients thousands of
dollars by standardizing addresses and identifying
records that are not mailable – allowing us to
suppress bad addresses, minimize returned mail and
ultimately to improve response rates and ROI.”
What does Roska Direct Advertising mail? The agency
creates direct response campaigns utilizing a
variety of formats depending on a client’s budget
and creative challenges. “We create and produce a
variety of mailing kits, self-mailers, postcards,
in-line targeted formats and dimensional packages
throughout the year. We also plan and manage ongoing
fulfillment mailings for lead generation efforts,”
says Mario Amici, an agency partner who manages
production.
The agency uses MAILERS+4 routinely as part of its
weekly scheduled data hygiene processes and also
Melissa Data’s NCOALink service when preparing mail
files for campaigns, resulting in cost avoidance for
its clients by not printing components that would
never get delivered with bad addresses.
“We are very happy with Melissa Data,” adds
D’Agostino. “They are responsive to questions,
provide pricing quickly and frequently complete
their work ahead of schedule. This gives us
tremendous flexibility, making it possible to work
quickly and make our committed deadlines. We have
not had any problems with the quality of Melissa
Data’s work. Their deliverables are well executed
and documented, allowing us to pick up the file and
proceed, working with it immediately.”
Save money every time you mail.
|
|
|
Melissa Data
|
 |
| Enhance your
website, software or database with
easy-to-integrate data quality programming tools
and web services. |
|
|
|
|
 |
|
Save money on postage using leading
mail preparation software and other
direct marketing products. |
|
|
|
|
 |
Update & standardize addresses and
find out more about contacts in your
database.
|
|
|
|
|
 |
Find new customers perfect for your
business with our online and
specialty mailing lists.
|
|
|
|
|
 |
Locate the business information you
need such as ZIP Codes, address
verification, maps.
|
|
|
|
|
