Whether running your latest mailing campaign to your existing customers, or recruiting new customers, a successful direct mail marketing campaign depends on clean mailing data. Hemlock Harling Distribution offers a comprehensive range of data cleaning and suppression services that ensure you get the best ROI (Return on Investment) for your mailing.
Our data cleaning services include the following tasks:
Address Correction/Validation – We can attempt to correct addresses where there is enough information to validate the format or to complete the address – including the postal code. If there are any addresses that our software cannot correct, we can flag them, so you can try to correct them manually or skip mailing to them.
De-duplication – Reduce the unnecessary costs of sending identical mailings to the same customer – and eliminate the annoyance customers feel at getting it twice– when you use our de-duplication services. We can flag multiple records for the same person and/or identify multiple people at the same address.
Mailing Address Redirection – Clean your customer address data with Canada Post’s National Change of Address (NCOA) mover data service. Find out which people and businesses on your list have moved. Identify who has moved in the last 72 months. We can replace old addresses with current ones, if available. If the list is comprised of customers that you have an existing relationship with, we can return the updated list back to you.
Deceased and Do-Not-Mail Suppression – Contacting or mailing to an individual who has passed away is difficult for the families and reflects negatively on your company. Ensure records are updated using current and historical data sourced directly from the funeral home industry. Do-Not-Mail Suppression includes national lists of individuals specifically opting out of marketing mail.
Why do you need clean marketing data?
You’ll improve campaign performance and reduce undeliverable mail when you clean your list with our address validation software. Meeting Canada Post’s requirement of 95% valid addresses on mailings of 5,000 pieces or greater helps to prevent handling surcharges, reduces wasted printing costs and puts your mail in customers’ hands more quickly.
Merging all your lists and purging the duplicates can save you the cost of sending to the same address multiple times. You can also reduce the size of your mailings by limiting it to only one recipient per address.
Every year, about 4 million people in the Canada move every year. That accounts for around 11% of the Canadian population. About 300,000 people die each year. It is easy to see that the quality of any data can decay over time.
Cleaning your mailing list saves you money and increases your ROI in three ways.
By correcting and verifying the addresses on your list, you’ll save on mailing costs, increase your response rates, and notice less returned mail—with the end result of higher sales and a better ROI.
- Save on mailing cost – By increasing your deliverability rate from 75% to 95% on a campaign with 10,000 mail pieces, with an average expense of at least $1.00 per piece, you reduce the cost of undeliverable items from $2,500 to $500 – a $2,000 savings!
- Increase your response rate – Direct mail is a highly effective advertising channel—often achieving better response rates that digital marketing initiatives. Response rate is influenced by many factors, but as the saying goes, “first impressions last forever”. Mail that has address errors in it, multiple envelopes arriving in a mailbox all to the same recipient, or mail addressed to a deceased person all result in a negative perception of your brand.
- Reduce returns processing cost – Mailing to deceased or customers that have moved will result in an increase of returns which must be processed to produce an exclusion list. The per item data entry cost alone is often more expensive than the per hit cost for suppressions and when thousands of returns come back, the total cost can be substantial. By applying a full range of NCOA and deceased suppressions before the mailing list is used, the number of returns that must be processed will be significantly reduced.
Find out how much you can save on your next mailing by using our data cleaning services
Use Canada Post’s data cleaning calculator to see how much you can save when you use a clean mailing list.
When you clean your mailing list before a direct mail campaign, you get your mailing into the hands of more potential customers. It helps boost sales and ensures you get the maximum benefit from your marketing dollars.
For more information, advice, or an estimate call us at 1-888-275-5475 or email firstname.lastname@example.org