Saving Profit by Using Advanced List Hygiene

• On a mailing of 500,000 catalogs, you suppress addresses with a mailability score of four or five. This comes to 15,000 undeliverable addresses. With a per catalog cost of 65 cents, this yields bottom-line cost savings of $9,750.
• With the same mailing of 500,000, you have 22,000 old PCOA addresses not identified by NCOA. Suppressing those catalogs at 65 cents per catalog saves you $14,300.
• Within that mailing of 500,000 catalogs, you have 9,000 rental PCOA and NCOA changes, so not mailing to these old addresses saves you $5,850.
• By suppressing DMA's pander list, deceased names, prisons, trailer parks, college dorms and nursing homes, you eliminate 800 names or $520.
• Using the PCOA scores to stay in touch with 3,000 buyers in your 0 to 24 month buyer segment proves profitable at $2.00/catalog, so you get $6,000 in fresh revenue and cut out 3,000 books at 65 cents in waste, a savings of $1,950.
• Identify 20,000 business addresses among the 500,000 addresses and send them a special ink-jet message tailored to their business needs.
• Use the demographic scores of household income to suppress those households with an income from $1,000 to $20,000, saving the cost of mailing these low-income households your high-ticket offer.

Digging into your list hygiene will prove profitable and will cut waste out of your printing and postage costs.