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The Marketing Advisor, June 2013

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 Best Practices
Crafting an Effective Guarantee
Saturation Mailing
Think you understand you how to craft the perfect guarantee in your marketing materials? Think again. Barry A. Densa writes that in uncertain economic times, prospects can't risk losing money on promises that sound like everybody else's.

Read the article.

 Spotlight Solution
Email Append Services
Geocoding Solutions from Melissa Data
You have a growing database of customers and prospects, but many of your records are without email addresses. Melissa Data's Email Append Services take an existing name and postal address and appends it with verified, up-to-date business or consumer email addresses. We check your address data against a variety of multi-sourced data sets to find the most up-to-date email address match.

When you add verified email addresses to your contact list, you will reinvigorate your email marketing campaigns and increase response rates. Send in your customer file and we’ll provide a free data analysis report showing how many emails we can add to your database. There is no risk or obligation.

Get your free match test now.

 Postal PickUps
USPS® Offers Picture Permit Imprint Indicia Promotion

Mailers have an opportunity to bring more attention to their mail pieces by taking advantage of the USPS's Picture Permit Imprint Indicia promotion from Aug. 1 to Sept. 30, 2013. During that period, the USPS will waive the 1¢ fee (per piece) for First-Class Mail® letters/cards and the 2¢ fee for Standard Mail letters/cards.

Enrollment for the promotion is now open. To learn more or to enroll, go the USPS's promotion Web page.


The ROI of Great Address Quality

Two board members of the Santa Ana District PCC spoke to an audience of mailing professionals in Anaheim, Calif., on June 13 in a presentation titled, "The ROI of Great Address Quality." Scott Jones, manager business mail entry, USPS, spoke on the importance of address validation and Jim Dooley-Green, postal affairs and circulation, Automobile Club of Southern California, spoke about the importance of address hygiene from the perspective of a periodicals manager (Dooley-Green manages Westways magazine with a circulation of 6.2 million).

Jones' presentation defined what constitutes a quality address and detailed the USPS products available to help mailers validate addresses. Jones emphasized that address management is an ongoing process and he cited a number of significant statistics, including the fact that the USPS has determined that 23% of all mail contains addressing errors. To download the slides from Jones' presentation please click here.


The Postal Service® Cancels Full-Service Technology Credit

The Postal Service has canceled its Technology Credit Promotion, which had been designed to help mailers defray some of the initial costs associated with converting to full-service.

The cancelation was the result of the Postal Regulatory Commission’s June 10 decision regarding the price cap treatment of the Technology Credit Promotion, and the Postal Service’s present financial condition.

 Email Marketing
Test Your Eblast Subject Lines
Email Marketing design
Every element in your Eblast is essential, and requires careful thought, but it's hard to overstate the importance of a great subject line. Professional copywriter Nick Usborne outlines how marketers can test their subject lines for best results.

Read the article.

 About Melissa Data
Melissa Data provides direct marketers with the tools they need to acquire, retain, and grow their customer base. This product line includes postal automation software, high quality sales leads and mailing lists, list hygiene and data enhancements, and email marketing services. Our solutions will help you generate effective communications, increase deliverability, improve conversions, and save on postage and production costs for greater ROI from your campaigns.

www.MelissaData.com  |  1-800-MELISSA (635.4772)  |  editor@melissadata.com

  In This Issue
The Power of Guarantees
Testing Eblast Subject Lines

  Upcoming Events
Oracle OpenWorld
  September 22-26, 2013
  San Francisco, CA
  Melissa Data: Booth 3642 W

IT Business, DMS Expo, & CRM Expo
  September 24-26, 2013
  Stuttgart, Germany

  Hot Lists, Hot Leads
New home owners spend an average of 8-10 times more than an established resident over a two-year period. Reach these buyers looking for your products and services now with a New Home Owners List.

  Marketing Savvy Services
Find out how many email addresses we can add to your database. Get a Free Quote for our Email Append Services.

  Featured Whitepaper
Get Your Data Quality Scorecard: The 7Cs of Data Quality
         The 7Cs of Data Quality White Paper
             Download Now.

  Direct Marketing Catalog
Earn Maximum Direct Mail Savings…
          Direct Marketing Catalog
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