How Your List Affects Postage Costs
HOW YOUR LIST AFFECTS POSTAGE COSTS AND WHAT YOU CAN DO ABOUT IT!
The quality and accuracy of address information in mailing lists is one of the areas least understood and largely overlooked by most businesses using direct mail. To get an advertising message delivered the address must be correct! Many firms that use direct mail neglect this vital aspect. Is there a "printing" mentality of creating "one" and reproducing it "thousands" of times? The "one to one" aspect of valuing each individual's information must be applied to every single record in a list.
Quality data entry and following input guidelines consistently generates accurate street, city, province and postal code information. Consistent data entry also improves the ability to match records and eliminate duplicates. Every duplicate mailed results in a poor company image and costs double in printing, mail processing and postage to reach the same person twice. Direct marketers need to be concerned about how many duplicates are in the list, determine how much it is costing and ask what can be done about it!
What may look like a correct address may not be true when compared against the Canada Post master list of all addresses in Canada. To receive the reduced postage rate for mailings of 5,000 or more, a list will go through a computer process to verify or "validate" that the addresses are deliverable. It must show a 95% rate of accuracy to qualify for the usual postage. A penalty of 5 cents each will be added to the regular postage cost for those records below 95%. What does this mean? On a mailing of 20,000 records, attaining an accuracy rating of 75% is 20% below the required percentage. 20% of 20,000 records is 4,000 invalid records x 5 cents = $200 additional in postage to send out mail that may not get delivered.
If it costs approximately $1.00 per record for printing, mail processing and postage for 4,000 addresses that may end up in the recycle bin anyway, you have now spent $4,200 more on your mailing with no sales results. It is cost effective to look at those records deemed "invalid" and correct or eliminate them before your next mailout.
Records are deemed "invalid" when the street, city, province and postal code information do not reflect a "deliverable" destination and can be caused by any of the factors listed below.
Common Errors Affecting Address Accuracy
- Obsolete postal codes
- Invalid or missing postal codes
- No street direction included in address
- Numbered street name entered incorrectly
- Station qualifiers missing for post office boxes and rural routes
- Non address information in address fields
- Unusual characters and unnecessary punctuation
Obsolete postal codes Many rural delivery services have been restructured by Canada Post and now include the civic address and/or a new postal code. Re-development and growth of older urban areas, amalgamation of towns and growth of urban areas can create restructuring resulting in new postal codes being assigned. Therefore, addresses that were once correct may now be out of date and undeliverable.
Invalid or missing postal codes Data entry of postal codes could be incorrect or not included at all! The postal code can be tricky to input. Here is how a postal code should be input: V6P 2K7. There should be no hyphen between the first 3 and the last 3 characters, simply put one space not two or none and use capitals for the letters.
No street direction included in address You must specify the complete direction of an address. Examples:
34 AVE NE 800 GEORGIA ST W 24 ST E
There may be a 34 AVE NW so if it is input as 34 AVE or 34 AVE N, the postal code will not match. There could be an 800 GEORGIA ST E so without the full address and the right direction the record may be deemed "invalid".
Numbered street name entered incorrectly Treat numbered streets like any other street name and enter them like this: 468 23 ST Do no put "23rd St". That is old fashioned and confuses computer programs. Same goes for 25th, 22nd and 1st. Numbered streets with a letter attached to it like "23A ST" should have the "A" right next to the number.
Spelling errors Street names, city names and provinces must be spelled correctly. Streets like "Georgia" often appear as "Georgai", cities like "Mississauga" or "Tsawwassen" can easily be misspelled. And provinces should be two letters only, with no punctuation. This has created confusion as previously there were province abbreviations like Alta for Alberta which is now AB. Nfld for Newfoundland which is now NL (and this has recently been changed from NF)!
Station qualifiers missing for post office boxes and rural routes A postal station is identified by a "station qualifier". Example: PO Box 436 STN C. The station qualifier "STN C" must be present along with the PO Box 436. There could be 20 postal stations in a city with a PO Box 436, but STN C tells the post office in which outlet the PO Box is located. Be sure and include that part!
There are also retail postal outlets in office buildings, 7-11 Stores, etc. The qualifier is usually an "RPO" designation. Example: PO Box 457 RPO Bentall
Rural addresses must include the "station". RR 4 STN MAIN
Non address information in address fields Non delivery information such as the name of a building like "The Pender Building" is not considered to be "delivery information" and will confuse the Address Validation and Correction program. If you wish to include the building name, place it in the field above the actual street info. Computer processes read addresses from the bottom up starting with the postal code, province, city, street2, street1 information in that order.
Unusual characters and punctuation The post office uses high speed scanners to process machineable mail. A number sign # should not appear in the address.
Rural addresses like "R.R. #5 STN MAIN" should be input as "RR 5 STN MAIN".
COMP 52 SITE 13 RR 5 is more easily scanned and matched than COMP. 52, SITE 13, RR #5. This format also saves keystrokes on data entry!
Commas and unnecessary inclusion of the period (.) should be avoided as scanners are looking for letters and numbers only.
Preferred input style for apartments: 345 MAIN ST APT 301 Acceptable style: 301 ? 345 MAIN ST
When an address relates to a "4th floor" rather than a suite input it as: 400 ? 341 MAIN ST or else place the "4th floor" in the street1 field and "345 MAIN ST" in the street2 field.
WHAT YOU CAN DO NOW
1. Create quality data entry guidelines and maintain consistency of data entry.
2. Keep your list current and have it run through the Address Correction and Validation program at least once a year no matter what size your list is. This procedure will "correct" or "reformat" most addresses and generate a report showing your percentage of Address Accuracy. The updated list will include a new field coded in such a way to show which records were "corrected" and are "invalid". You may then take action to update your database.
3. Eliminate duplicates with your updated, refreshed and reformatted addresses to save yourself lots of money on your next mailing.
This report was written by Sasha Peters who has 16 years experience in the direct mail industry. She is the author of Smooth MAILING, a comprehensive guidebook for using Addressed Admail in Canada. Visit www.bulkmailcanada.com for more bulk mail information and free tips on how to mail in large volume.
Tel: 604-729-1300 Email: info@bulkmailcanada.com
 Google News Updated : Fri, 29 Aug 2008 00:25:10 GMT Salmonella Outbreak Ends With Questions - New York Times
New York Times - By Mike Nizza The United States government’s response to the Salmonella outbreak has emerged in a series of utterly frank briefings, so it was fitting that officials wrote the last chapter with a hint of uncertainty. CDC: Salmonella outbreak appears to be over CDC: Salmonella outbreak appears to be over Publ.Date : Thu, 28 Aug 2008 21:03:08 GMT Garden Grove man dies after West Nile infection - Los Angeles Times
Los Angeles Times - By Stuart Pfeifer, Los Angeles Times Staff Writer A Garden Grove man has died from after being infected with West Nile virus, the second death in Orange County from the mosquito-transmitted disease this month, the Health Care Agency disclosed today. West Nile virus causes 2nd death in California West NIle mosquitoes found in Tinley Park Publ.Date : Thu, 28 Aug 2008 21:38:44 GMT Giambi delivers game-winner for Yanks - MLB.com
MLB.com - By Bryan Hoch / MLB.com NEW YORK -- Jason Giambi's game-winning single to center field in the bottom of the ninth inning lifted the Yankees over the Red Sox, 3-2, on Thursday salvaging the finale of the last regular-season series between the storied ... Giambi and Yanks avoid sweep by Red Sox Giambi's Heroics Lift Yankees In Finale Publ.Date : Thu, 28 Aug 2008 20:52:53 GMT A blogger takes office in Malaysia - Christian Science Monitor
Christian Science Monitor - Five years of blogging has brought Jeff Ooi a measure of notoriety. His biting posts on Malaysian politics sparked police investigations. Anwar Makes Victorious Return to Malaysian Parliament Anwar, back in Malaysia parliament, stages walkout Publ.Date : Thu, 28 Aug 2008 17:45:52 GMT Death toll climbs as Gustav barrels through Caribbean - AFP
AFP - KINGSTON (AFP) - Tropical Storm Gustav battered Jamaica Thursday as the death toll climbed to 51 in Haiti, two days after the storm raked across the impoverished nation at hurricane strength. Video: New Orleans Watching Gustav's Path UPDATE 3-Gustav threatens Jamaica, new storm in Atlantic Publ.Date : Thu, 28 Aug 2008 23:30:35 GMT Will Gustav prompt GOP to delay its convention? - Houston Chronicle
Houston Chronicle - By PEGGY FIKAC Copyright 2008 San Antonio Express-News AUSTIN - A Republican National Convention spokeswoman left open the possibility today that the Minnesota gathering set to nominate US Sen. John McCain could be delayed if Gustav hits the Gulf Coast ... Video: Gustav Strengthens, New Orleans Braces New Orleans asks: Will the rebuilt levees hold? Publ.Date : Thu, 28 Aug 2008 23:50:50 GMT Aaron Sorkin Signs Up for Facebook - Zap2it.com
Zap2it.com - Sorkin is in negotiations to write an untitled film project about the creation and expansion of the popular social networking site Facebook. Coming soon: 'Facebook: The Movie'? 'West Wing' creator may be writing movie about Facebook Publ.Date : Thu, 28 Aug 2008 16:18:21 GMT Amazon Associate Software |
PARLOT::Ebooks, Scripts,
Websites, and more... So you've invested more time than you ever believed possible... Read More You may be engaged in a marketing activities that are... Read More "Kevin, are you saying I need to go to Networking... Read More Is your marketing strategy getting the results you desire?Mailing postcards,... Read More RESOLVING THE "PROPRIETARY" DILEMMA... SHOULD YOU RENT YOUR OWN MAILING... Read More How would you use business cards for gift certificates?I asked... Read More Building a business that grows steadily in size and profits... Read More Do you ever wonder how some businesses always seem to... Read More When Advertising, it's not always better to be the lone... Read More Most businesses target only people "ready-to-buy". These hot prospects are... Read More I want to share with you a story. This story... Read More Where Do Most of Your Clients Come From?Is it from... Read More Today I want to share a question from a reader... Read More Do you think you don't have enough time to market?... Read More Lost & Found for the 21st CenturyHere in the 21st... Read More When your prospects see your marketing materials, your brochure, your... Read More One key discipline of successful direct marketing has been to... Read More The N-word! We all know the value of networking and... Read More Each year, the Super Bowl provides marketers opportunity to study... Read More Whether you're creating a sales letter, a brochure, a newsletter,... Read More Every day I talk with professional service providers who do... Read More Most business people want to see improvements in sales and... Read More Exhibiting at trade shows can be a cost-effective way to... Read More Do you know what Howard Stern... Oprah Winfrey... and Paul... Read More There are so many competitions by running business. So you... Read More
Adsense
websites
The X Factor
Make Your Marketing Solve a Problem
Networking Events ? Lose the Fear and Gain the Benefits
Mortgage Marketing - How to Earn More Business From Realtors®
Renting Your Mailing Lists to Others
Business Cards that Make Them CALL
What is a Marketing Plan Anyway?
How to Magnetize Your Business
The Lone Wolf is Blind
Why Instant Gratification Marketing Condemns Businesses To Losing 90% Of Their Potential Customers
How Simple, Small Changes Can Add Real Money To Your Pocket
Marketing Strategy - Whats Your System?
Burnout
15-Minute Marketing: Lots of Results in Little Time
Incentives For Customers? Whats New?
Writing Marketing Copy That Sells
Alarming Marketing Trend
Sowing and Growing Your Network
13 Lessons in Marketing, Super Bowl Style
How to Write Irresistible Promotional Pieces that Attract More and Better Clients
Getting Your Services Used
Marketing Strategies: What Choices Do You Have?
5 Tips for Getting the Most out of Exhibiting at Trade Shows
How To Sell To Howard Stern... Oprah Winfrey... And Paul McCartney!
How to Booste Your Profit Quickly
Affordable and Reliable Web Hosting Starting at $4.49/Month
Target Your Market
Your market is not everybody, as so many small businesses... Read More
Case Study: How to Get a Big Boost in Response by Taking Your Marketing to the Extreme
Want a big boost in response and quick sales from... Read More
The YOU Factor
I don't mean you, I mean the YOU that is... Read More
Eliminate Your Competitors With 2 Simple Steps
In business, having competitors goes with the territory. There's almost... Read More
Marketing: Can I Trust You?
We live in an unprecedented era of communication. Because of... Read More
7 Marketing Lessons I Learned From the Muscleheads at Golds Gym
Can I share a secret with you?I love working out.... Read More
Self-Promotion on a Zero Budget
Recently, I've received a few e-mails from people asking me... Read More
Did You Know Your Mind-Set IS Your Problem?
How To Save Yourself From The Pits of Marketing Cyber... Read More
How to Promote Yourself Or Your Company Through Award Competitions
There isn't a day that goes by that I don't... Read More
Attracting New Business on a Shoestring Budget
In a recent marketing workshop I attended, I discovered that... Read More
Are Your Marketing Efforts Working...Or Could They Use A Little Help?
Marketing is a broad business subject that encompasses a range... Read More
Effective Use of Promotional Products and Ad Specialties
1. Determine the goals of your promotional products program. Do... Read More
How To Bond With Customers So That They Stay With You Longer
How many of your customers are loyal customers? More importantly... Read More
Reasons Why People Usually Dont Buy Again
There are many psychological reasons why people will buy from... Read More
What Does Your Logo Color Say About Your Business?
And not only your logo, but also your website, your... Read More
Design Direct Mail Postcards Back-to-Front to Boost Response Rates
Conventional wisdom says that the front of a direct mail... Read More
How To Perfect Your Marketing Message!
When it comes to your marketing message, the little things... Read More
Key Marketing Questions - Planning Your Marketing Campaign
So you started a business. How's it going? Did you... Read More
Encouraging Contact
The small time promoter has to work hard and on... Read More
The 5 Minute Marketing Plan
If I were to ask you right now, what marketing... Read More
Take a Leap! How To Take Your Business To New Heights
Take a moment to reflect on the current reality of... Read More
Simplicity In Marketing
In a world that is spinning out of control; with... Read More
Do You Have This Important Tool in Your Marketing Arsenal?
Many business owners do not understand the authenticity and validation... Read More
To Swag or Not to Swag: Tip to Brand Your Tchotchkes on a Shoestring
It's interesting to see how resourceful people become when starting... Read More
Effective List Management Can Save You Big
Let's talk about how to keep your postage costs down.So... Read More
Marketing |