If you’re not using an address scrubbing service when you send direct mail campaigns then you are probably costing yourself a lot of money.
If you look at the banner image on this post you’ll see the 12 pieces of mail that came to my office today. They all came from a single campaign direct mail campaign and 11 out of the 12 were a waste simply because they didn’t do following two things:
Manually check the data for unusable addresses – This may seem like a lot of work, but once you have the data in Excel, sorting and quickly scanning the data can instantly highlight incomplete and nonsensical addresses or names. I recently did this for a clients address list, removing over 6000 entries from a list in excess of 17,000. The process took just over an hour.
Use a scrubbing / validation service to drop invalid / update addresses for recipients.
Address scrubbing is quite affordable – a quick search turns up services that will do it for as little as $80 per 10,000 addresses – potentially saving you hundreds in wasted printing and postage fees.