Merge/purge for small mailers

You know you have to combine multiple lists and run them through software to single out duplicate records before a catalog mailing. But the merge/purge process is so much more than merging all lists together and purging duplicates. While most of these merge/purge tips and techniques are geared to new or smaller merchants, larger mailers can also make use of them.

Ideally, processing is an impartial tool to output not just data, but information you can use to make better, more profitable mailing decisions. Start with the cost to do the data processing. Always talk to your service provider about the different pricing options based on your particular data needs. If the cost is negligible, input as many records as you can into your merge/purge. This includes all customers, catalog requestors, ship-to, gift recipients, sweepstakes entrants, inquirers, loyalty club members, sister-company names, and customers who have a credit card from your company. (It also assumes compliance with your organization's privacy policy.)

These lists on your company database or house file can be as specific as house customers and house prospects.

The fundamental reason to run a merge/purge is to identify and omit any duplicate records from outside list rentals. The duplicates can be house file to house file (such as a duplicate found as a catalog requestor and as a recent buyer) or a duplicate between a rental record and another rental record (called a rental multi).

If your data processing pricing is structured so that you pay for all input records, you may want to identify only the universe of records that you eventually want to mail. Doing so limits the quantity input and keeps costs down.

If you're not sure what's best for your organization, ask your data service provider to run scenarios and help you identify the options that are most economical. Make sure you review the scenarios for both the slower seasons and the busy seasons.

Running a merge/purge produces many reports that you should become familiar with and use to your advantage. The information gleaned helps to do three things: 1) omit potentially lower performing segments; 2) identify stronger performing segments; and 3) better manage data processing expenses.

Here are some of the reports available from the merge/purge and what you can use to make your mailings more successful — whether saving costs or increasing productivity.

1. The NCOA reports

   Part of National Change of Address processing includes standardizing all addresses. NCOA mailability scores are parsed 1 through 5. A mailability score of 1 is an accurate address defined by the U.S. Postal Service; 2 is probable delivery; 3 is possible delivery; 4 is most likely undeliverable; and 5 is a drop/insufficient/don't mail.

   Review these reports and corresponding quantities. You may want to do further research into score 3 — possible delivery. Usually the scores are broken out with additional attributes explaining why the record is not scoring higher. If the explanation references inconsistent address information, such as wrong surname or middle initial, you may want to mail the records with “current resident or” in the first line of the address rather than dropping the records from the mailing.

   Another alternative to omitting the records is to include additional endorsements using the “address service requested” service. This service forwards the recipient and has the USPS return the information to you. There are USPS fees associated with this, but finding best customers and keeping your database current cuts costs in the long run and maintains contacts with buyers.

   If you're not familiar with the different endorsement services, contact your local USPS representative or speak with you data service provider. If you want general information, look at USPS.com and click on “business” and then “address verification.”

   Many companies fail to use the NCOA reports to their advantage. Don't be one of them. Make sure you are updating your database with all NCOA information. You are wasting money if you keep paying for the same NCOA changes because you're not updating your own data.

   How do you know? Look at the NCOA report that shows the matches by recency. The data reveal the month changed and the corresponding quantity. Of course you'll find quantities from the most recent one to two months.

   If you notice recency of six months, eight months, or more (and you've run NCOA for your mailings within eight months) then you have evidence that NCOA changes are not being applied to your own database. The best way to resolve the issue is to have your IT person on a conference call with you and your data processing provider. Let the techie wizards from each company speak their secret lingo and solve the problem. And remember, look at all mailability scores and determine what course of action makes the most sense for your organization.