If you're handling more than a half million direct-mail pieces a week, you've got to be sure you're working with clean address data and accurate geocodes -- in other words, quality data. Errors mean pennies, and pennies can add up quick with such sizable loads.
This is the reality with which Alfred Hampton, database/systems administrator with The Miami Herald Media Company, must constantly grapple. As he told me in a recent interview, "All it takes is a few cents higher. Multiply that by 448,000 pieces per week, and you can come up with a big difference in cost."
The 448,000 pieces per week Hampton mentions refers to the portion of Miami Herald's weekly total market coverage (TMC) mailer delivered for clients via the US Postal Service. The TMC, which accounts for about 70 percent of the company's direct-mail campaign volume, also comprises an additional 210,000 pieces delivered by its newspaper carriers. The TMC gets distributed to people who don't subscribe to the Miami Herald; subscribers receive their ad flyers tucked inside their papers.
"Data quality is extremely important for us so we can get the best possible rate from the postal service," Hampton reiterated.
For the TMC mailing, Hampton must be sure that all subscriber addresses get scrubbed from the "everyone" address list and then, using a data management tool, make sure the remaining addresses match accurately to the the postal data "so there's no duplication and we're not erroring on the number of pieces we're delivering." In a second step of the process, the tool provides the geocoding for custom client mailings. If the address is improperly coded, "you can't get an accurate coding on the geocode, either."
The company, which delivered 31 million pieces last year, places "very, very high importance on the accuracy of our list. Our clients literally demand it," said Hampton, noting that the service's accuracy rate hoovers between 99 percent and 100 percent. "We fine tune our process every week, and we double and triple check to make sure we're performing the mailings correctly."
Even as Miami Herald works to offload direct-mail delivery from the US Postal Service and onto its own carriers, data quality remains paramount, Hampton said. The newspaper carriers still need to be sure they're delivering the flyers to the right addresses. "The mailers need to be at the right spot, at the right time."
Hampton credits the accuracy of client mailings and the ability to contain costs in part to the quality of the data management tool itself, SAS DataFlux Data Management. For example, for address coding, the tool uses an extra line of travel key for sorting, which is really important because the Miami Herald buys data directly from the Postal Service. "With the tool we can score and sequence the list to obtain the best possible postage."
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