Cover Story: Opening Their Eyes
TEC traditionally served the list industry by providing an NCOALink backbone for other vendors' services, or even to incorporate into larger software solutions. But, Euclide saw that many companies operated with lists that were too small to use these larger services or tools and still make a profit.
In response, TEC began to offer some of its core tools online for customers to use themselves. But Euclide soon "started to realize the people needed something even more 'dumbed down' than those." So TEC produced a slate of what it calls "retail tools" hosted on MailListCleaner.com that offer easy-to-use, Web-based data hygiene services, including NCOALink updating to meet the USPS move update requirement. Since then, TEC's "product set has morphed toward that [retail segment] ... allowing us to touch much smaller clients."
Euclide himself characterizes the profit his company makes from such small lists as "pennies," but points to the larger benefit it offers to mailers and the postal ecosystem as a whole. According to him, TEC's average job runs between 5,000 and 20,000 entries and takes about five minutes. Mailers that use it find about a 6 percent move rate, and Euclide says they also often find 7 percent to 8 percent dupes. By cleaning up those two aspects of the data, mailers might make their lists 12 percent to 13 percent more efficient, explains Euclide, which is a number that will impact the bottom line.
It was a different type of solution than BSA had investigated in the past, and once Grossman found that connection, it seemed ridiculous that BSA hadn't run the service before. TEC helped BSA to figure out how to fit its data into the system early on, but since then the nonprofit has been able to use the self-service tools essentially on its own.