![]() ![]() Application of the Change of Address (COA) file is typically the next phase, which will update the addresses of individuals and companies who have moved within the last six months. Obviously, the greater percentage of records that are enhanced with ZIP+12 indicate a more deliverable file. Reviewing this number can provide you with a generalized sense, before the merge/purge, on the condition of your house file. After the application of ZIP+12 data, a National Deliverability Index (NDI) report is generated to provide base information on the success of the ZIP+12 encoding. The addition of ZIP+12 (ZIP, ZIP+4 and delivery point) and carrier-route data ensures a robust record that can take advantage of postal discounts. As a marketer who understands the importance of his or her own house file, you might consider obtaining the customer ID numbers (you should have unique numbers assigned internally) of those records that were invalid either to repair the records or remove them. This includes the parsing of an individual's name (separating first, middle and last), removal of extra and unwanted characters, identification of invalid records, address line standardization, etc. Today's better info centers will apply industry-standard conversion software and custom-written applications to scrub the data. Premerge list conversion is needed to bring the house file and the external files into a common data format. ![]() Although these two benefits take the highest priority on a direct marketer's agenda, a variety of ancillary benefits can be gained with a better understanding of the steps involved. It also generates the necessary reporting structures and output files for taking advantage of the postal discounts offered by the U.S. It saves money in postage and printing by reducing the amount of duplicate pieces going to an individual. a savvy direct marketer).įrom the outset, overall merge/purge has two main benefits. However, the excellent marketing benefits can easily be dwarfed by incorrectly “over-analyzing” the data (through the eyes of an analyst vs. Its extensive reporting structure and intermediary and finalized output files can provide insightful information about the dynamics of your customers and prospects. Merge/purge is an important part of a marketer's direct mail efforts. ![]()
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