How to Make a Billion: The Costs of 'Undeliverable as Addressed'
- We use the Direct Marketing Association (U.S.) Mail Preference Service (MPS) monthly on all applicable consumer prospecting lists. In addition to use of MPS, we maintain clean, deliverable files by using (Please check all that apply):
- ZIP Code correction
- Address standardization
- USPS National Change of Address (NCOA)
- Other USPS products such as
- Address Element Correction (AEC)
- Delivery Sequence File (DSF)
- Address Correction Requested (ACR)
- Predictive models and RFM segmentation
- Other: (Please specify.)
- We use the DMA "Deceased Do Not Contact" list to eliminate names of deceased persons from mailings.
- We use the Foreign Mail Preference Service on applicable mailings to the United Kingdom, Belgium or Germany.
- We use the mail preference services of other foreign national direct marketing associations, where applicable.
- We [ encourage/ require] our client mailers to use MPS.
- We [ encourage/ require] companies and organizations that rent our list of customers to screen consumer names through MPS, and to maintain their own do-not-rent and do-not-mail in-house name suppression lists.
D. We Merge/Purge Our Data
- We match outside lists against each other to prevent duplicates.
- We use match definitions in merge/purge that minimize duplicates.
- We match outside lists against other commercially available suppression files where appropriate.
E. We Test Market Offers
- We test a sample of a list before mailing or marketing to the entire list.
- We test different versions of advertising and marketing offers, in mail and other media, to select those offers and media combinations that receive the best response.
For more information, see DMA Environmental Resource Guide, "Mailing List Management: A Key to Waste Reduction," pages 63-70.
Now the entirety of the UAA issue is not attributable solely to less than adequate data management, but it is likely a good portion of it is. We know the DMA Board of Directors—in adopting its first environmental public goal which in part commits to reduce UAA by 25 percent from 2009 to 2013—very much intends for marketers to avoid losing these billions down the line.