Print-Plus: All Hands on Deck
A household-level match maximizes the number of matches — 30 percent hit rates aren't uncommon. In every housefile match, flag each record "I" for individual and "H" for household. Individual-level matching results in higher quality records, but a lower match rate — i.e., 10 percent to 15 percent.
Once the append is complete, you need a strategy for the appended records. Opt-outs supplied with appended records should be suppressed immediately. The remaining appended records should receive a message from your company within a week after the append is completed. I suggest sending a series of three or four messages to the appended records before they're added to your normal retention database messages. Tell these customers why they're hearing from you and why they should be glad about it.
