What does quality data mean?
Quality database refers to the accuracy or correctness of each of the records that make up your lists.
So, for example, a quality Consumer direct mail lists will include 'quality data' and a high percentage of correct contact names and email-able addresses.
Does quality data mean 100% accuracy or 100% deliverable?
No. Direct mail lists will never be 100% accurate so you should always expect a small percentage of undeliverable / returned email pieces. Some reasons for undeliverable / returned email are:
People/businesses move homes/offices by the millions every month, and if they do not provide the USPS with a forwarding/new address, any mail going to their old addresses will be 'returned to sender' and deemed undeliverable.
If a house is vacant
If the mailbox is hard to find (or a mailbox blows down in a storm)
If the USPS looses/misplaces a email piece
What % of my direct mailing should I expect to be delivered?
95% or higher is the deliverability rate that you should expect for Consumer, New Homeowner database and New Mover mailing lists, when you mail your mail piece within 30 days of purchasing a direct mail list and adhere to all USPS mailing requirements.
92% or higher deliver ability should be expected for Business #mailing lists. (Businesses change ownership and change location more frequently than Consumers.)
Why is it important for my mailing list to include quality data?
It maximizes the number of people who receive your mailer/offer
It reduces the number of undeliverable and returned mail pieces
It increases your response rates (the # of people who respond to your offer)
It helps boost the return on your investment!
How do I make sure that my mailing list includes quality data?
Research your mailing list company and make sure that they're reliable and reputable.
How long have they been in business?
Where do they get their data from?
How often do they 'clean' / refresh their data?
Data should be 'refreshed' and run through USPS approved software on a regular basis.
Do they have Data Specialists on hand to answer any questions/concerns that you have?
Get a guarantee
If a company believes in the quality of their data, they'll be happy to give you a guaranteed deliver ability rate.
Targeted Data
What is targeted data?
Targeted data is data that includes geographical and demo graphical information about individuals and/or businesses.
Rather than sending your mailing piece to everyone or every business in your city you can use 'targeted data' to send your promotion to only the people/businesses that have similar qualities to your 'current' customers.
For example: If you own a yoga studio and want to do a postcard campaign with a special offer, it would be more beneficial for you to email the postcard to 'women' between the ages of 18-65 who live in a 10 mile radius of your rather than targeting everyone in your county.
How does targeted data help me?
It gets your message/promotion in front of the 'right' potential customers and the people who are most likely to purchase your product or service.
It saves you money
By targeting only the people who are most likely to want you services, you can save money, time and wasted postage on mailing your offer to people who are less likely to respond.
It increases your response rates (number of people who respond to your offer)
It helps boost the return on your investment
Quality database refers to the accuracy or correctness of each of the records that make up your lists.
So, for example, a quality Consumer direct mail lists will include 'quality data' and a high percentage of correct contact names and email-able addresses.
Does quality data mean 100% accuracy or 100% deliverable?
No. Direct mail lists will never be 100% accurate so you should always expect a small percentage of undeliverable / returned email pieces. Some reasons for undeliverable / returned email are:
People/businesses move homes/offices by the millions every month, and if they do not provide the USPS with a forwarding/new address, any mail going to their old addresses will be 'returned to sender' and deemed undeliverable.
If a house is vacant
If the mailbox is hard to find (or a mailbox blows down in a storm)
If the USPS looses/misplaces a email piece
What % of my direct mailing should I expect to be delivered?
95% or higher is the deliverability rate that you should expect for Consumer, New Homeowner database and New Mover mailing lists, when you mail your mail piece within 30 days of purchasing a direct mail list and adhere to all USPS mailing requirements.
92% or higher deliver ability should be expected for Business #mailing lists. (Businesses change ownership and change location more frequently than Consumers.)
Why is it important for my mailing list to include quality data?
It maximizes the number of people who receive your mailer/offer
It reduces the number of undeliverable and returned mail pieces
It increases your response rates (the # of people who respond to your offer)
It helps boost the return on your investment!
How do I make sure that my mailing list includes quality data?
Research your mailing list company and make sure that they're reliable and reputable.
How long have they been in business?
Where do they get their data from?
How often do they 'clean' / refresh their data?
Data should be 'refreshed' and run through USPS approved software on a regular basis.
Do they have Data Specialists on hand to answer any questions/concerns that you have?
Get a guarantee
If a company believes in the quality of their data, they'll be happy to give you a guaranteed deliver ability rate.
Targeted Data
What is targeted data?
Targeted data is data that includes geographical and demo graphical information about individuals and/or businesses.
Rather than sending your mailing piece to everyone or every business in your city you can use 'targeted data' to send your promotion to only the people/businesses that have similar qualities to your 'current' customers.
For example: If you own a yoga studio and want to do a postcard campaign with a special offer, it would be more beneficial for you to email the postcard to 'women' between the ages of 18-65 who live in a 10 mile radius of your rather than targeting everyone in your county.
How does targeted data help me?
It gets your message/promotion in front of the 'right' potential customers and the people who are most likely to purchase your product or service.
It saves you money
By targeting only the people who are most likely to want you services, you can save money, time and wasted postage on mailing your offer to people who are less likely to respond.
It increases your response rates (number of people who respond to your offer)
It helps boost the return on your investment
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