Live From The MeritDirect Co-op: The Jailhouse Rocks

White Plains, NY–When it comes to mailing to jails, love the prison, hate the prisoner. That was the consensus yesterday at MeritDirect’s Business Mailer’s Co-op.

Prison spending in California alone reached more than $8 billion in 2006, which means business-to-business mailers should not have prison addresses suppressed. But too many list modelers will suppress the entire five-digit zip code in which a prison is located to play it safe, said Andrew Kapochunas, who works in Dun & Bradstreet’s customer data quality division.

“All that does is keeps you from prospecting all the businesses in the area,” said Kapochunas. “Suppressing an entire geographical area around a prison is a little too obvious.”

Kapochunas said that list managers should make sure they are getting prisoner suppressions, and not prison suppressions, and know the difference between the two.

Indeed, you need to check each entry field of your lists to determine you aren’t mailing to a prisoner, said Bill Singleton, manager of analytical services at database marketing and consulting firm The Allant Group.

Citing an example from a previous job, Singleton recalled a case in which a prisoner responded to an offer for a free tool kit, and was also sent a catalog. “We got a letter from that prison telling us they gave him the catalog, but not the tool kit,” said Singleton.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.