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Dedupe Your Mailing - Green marketing
Picture this. You walk out to your mail box and discover you’ve received four
solicitations from your favorite charity -- one addressed using your full name;
one addressed using your initials; one addressed to your spouse; and one
addressed to your entire family. Why are they wasting my donation on multiple
solicitations you wonder?
While receiving duplicate mailings annoys recipients, the problems it causes
sending organizations are even more significant. Especially considering the
average customer database contains 10 percent duplicate records. Maintaining
that level of duplicate records costs companies money, reduces response rates
and hurts marketing efficiency.
One way to tackle duplicate records is to provide customer incentives, such as a
discount on their next purchase, for notifying the company of duplicate mailings
they have received.
In addition, there are easy-to-use
merge/purge software programs available, as well as
data hygiene services, which can quickly dedupe your mailing list – or
multiple lists. And you can dictate the type of matches you’d like to find in
your database from names, addresses and city/state/ZIP structures to telephone
numbers, customer numbers or email addresses.
Here are 9 other steps you can implement to green
your mailings – reducing waste, while improving deliverability,
effectiveness and response.
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