In direct mail marketing, the success of a direct mail campaign hinges on the precision of its data. Misdirected mail due to data inaccuracies not only wastes resources but also results in missed opportunities for customer engagement.

This article delves into common data problems in direct mail and offers insights on effectively addressing them, ensuring that your marketing messages reach their intended audience.

Identifying Common Data Inaccuracies in Direct Mail

Data inaccuracies in direct mail can stem from a variety of sources, impacting the efficiency and effectiveness of marketing campaigns. Common issues include:

  • Incorrect Addresses: This can be due to people moving and not leaving a change of address, leading to undelivered mail.
  • Missing Secondaries: Often, address details like apartment or suite numbers are omitted, causing delivery issues.
  • Name Changes and Variations: Changes due to marriage, divorce, or other life events can result in outdated recipient information.

The Role of CASS Software Certification and NCOA Databases

To mitigate common data inaccuracies in direct mail, businesses can leverage tools like CASS certified software certification and NCOA databases. These resources play a crucial role in ensuring data accuracy.

CASS Software Certification

CASS (Coding Accuracy Support System) certified software certification is used in a process that verifies the accuracy of address data against a master database of all US addresses maintained by the USPS. It checks for:

  • Valid Delivery Addresses: Ensuring that the address exists and is deliverable.
  • Correctness of Address Elements: Identifying and correcting misspellings and incorrect address parts.
  • Zip Code Accuracy: Adjusting incorrect Zip codes to match the actual address.

National Change of Address (NCOA) Database

The NCOA database is instrumental in keeping track of address changes , especially for individuals and families who have moved and submitted a change of address form to the USPS. It helps in:

  • Updating Moved Addresses: Automatically updating addresses for individuals who have moved to a new location.
  • Identifying Undeliverable Addresses: Highlighting addresses where recipients no longer reside.
  • Maintaining Current Address Data: Ensuring that the direct mail reaches the intended recipient at their current address.

Carly Brown, customer support manager at direct mail company Click2Mail, notes that they run every order they receive against NCOA to ensure that recipients are still living at the addresses they have listed. It’s a very helpful database for direct mail campaigns to ensure money isn’t wasted sending mail to bad addresses.

Addressing Life Event Changes in Customer Data

Life events such as marriages, relocations, and name changes significantly impact the accuracy of direct mail data. Addressing these changes requires proactive data management strategies.

  • Regular Data Updates: Regularly updating CRM databases to reflect changes in customer information due to life events.
  • CRM Integration for Data Management: Utilizing CRM systems to manage and automatically update these changes in customer data.
  • Understanding Customer Demographics: Recognizing the patterns and trends in life events among different customer demographics to anticipate and manage data changes.

Life events have a way of significantly disrupting the accuracy of this data. “People get married, people get divorced, people change their names for one reason or another, and then they die,” Brown says.

Challenges with New Constructions and Property Designations

Navigating address challenges in new constructions and property designations is a critical aspect of direct mail accuracy. Often, discrepancies arise between addresses assigned by developers or property managers and those recognized by the postal services:

  • Developer-Assigned Addresses vs. Postal Addresses: Developers may assign addresses that don’t align with postal records, causing confusion in mail delivery.
  • Recognition of Proper Unit Designations: Discrepancies in suite or unit numbers between property managers and the postal services can lead to undelivered mail.
  • Ensuring Consistency in Address Records: Businesses must ensure that the addresses used in their direct mail campaigns match those recognized by the postal services.

Integrating CRM with Direct Mail for Data Accuracy

Integrating CRM systems with direct mail campaigns is an effective strategy to overcome common data problems. This integration ensures the accuracy and relevance of the mailing list, thereby enhancing the effectiveness of direct mail campaigns.

Read more: Salesforce Direct Mail Integration: A How-To Guide

Real-time Data Update

CRM integration enables businesses to update their mailing lists in real-time, reflecting any changes in customer data.

Automated Data Correction

Advanced CRM systems can automatically correct common errors in addresses, enhancing the deliverability of direct mail.

Life Event Tracking

CRMs can track significant life events of customers, such as relocations or name changes, and update mailing lists accordingly. And a CRM hub that integrates the CRM directly with a direct mail campaign can be a game changer.

“CRM hubs can correct and update addresses, managing changes due to life events like marriage or relocation,” Brown says.

How a CRM Hub Can Help Your Company Better Manage Direct Mail Campaigns

Accurate data is the backbone of successful direct mail campaigns. Common data problems, such as incorrect addresses, missing secondary information, and the lack of updated information due to life events, can significantly hamper the effectiveness of these campaigns. Addressing these challenges requires a comprehensive approach, including leveraging tools like CASS software certification and NCOA databases, and integrating CRM systems for real-time data management and automated corrections.

In today’s fast-paced business environment, efficient management of direct mail campaigns is more important than ever. Click2Mail’s CRM Hub provides an innovative solution to streamline your direct mail process, ensuring data accuracy and campaign effectiveness.

This revolutionary tool offers:

  1. Easy Integration with Your CRM: Connect your CRM with Click2Mail’s CRM Hub to ensure seamless data flow and campaign management.
  2. Automated Data Management: With Click2Mail, you can effortlessly update and manage your mailing lists, ensuring accuracy in customer addresses and information.
  3. Efficient Campaign Execution: Save time and resources by automating your direct mail campaigns, from data verification to delivery.

Furthermore, Click2Mail’s CRM Hub is compatible with leading CRM platforms like Citrix Podio, Follow-Up Boss, and Salesforce, providing a comprehensive solution for integrating your digital communication efforts with physical mail campaigns. With no monthly fees and a pay-per-mail model, it offers a cost-effective and efficient way to manage your direct mail needs.

To modernize your mailroom and elevate your direct mail campaigns, explore Click2Mail’s CRM Hub. Learn more here or contact us today so we can talk about your needs.