Readying for Another Postal Rate Increase

Prudent mail order marketers should begin to look at the circumstances this rate case may present them, and begin the necessary planning to make the best of a bad thing. Here are just a few things that should be considered.

List Hygiene

Let's start with the most obvious. The key to any mail marketing campaign is the address list. An address list that is anything less than up to date and accurate in all other regards is a money waster. Mail that can't be delivered at all or can't be delivered in a timely way does your company no good. There are a multitude of software programs and services that can ensure your mailing lists are in good form, e.g., CASS-certified software, National Change of Address (NCOA) service, Locatable Address Conversion Service (LACS), Delivery Sequence File (DSF) and Address Element Correction (AEC). Use them! If you don't know what they are or whether you need them, then talk with your list-processing vendors and others who prepare your mailings to make sure your lists are spiffed up.