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MAILCOM 2002 Merge Purge The Good, The Bad The Ugly A DOZEN PROFIT OPPORTUNITIES May 20, 2002 US 700
MAILCOM 2002
Merge PurgeThe Good, The Bad
The Ugly
A DOZEN PROFIT OPPORTUNITIES
May 20, 2002 US 700
MAILCOM 2002
OutlineOutline
Understanding Your reportsMulti-buyer StrategiesForecasting List PerformanceImproving ResponseSuppression Strategies Money Saving Ideas
MAILCOM 2002
Primary Reasons for Merge/PurgePrimary Reasons for Merge/Purge
Reduce In-mail Costs
Improve Return on Investment
Create “Better” Client Relations
Identify “Real” Duplicates
Gain Better List Knowledge
MAILCOM 2002
Primary Reasons for Merge/PurgePrimary Reasons for Merge/Purge
Reduce In-mail Costs
Improve Return on Investment
Create “Better” Client Relations
Identify “Real” Duplicates
Gain Better List Knowledge
MAILCOM 2002
An Ugly Offer To a CustomerAn Ugly Offer To a Customer
MAILCOM 2002
This Is Bad !This Is Bad !
MAILCOM 2002
nameaddress
name
zipzip
Understand Understand Your DataYour Data
MAILCOM 2002
Pre-Mail ProcessingPresort, Inkjet, Testing
REPORTS
HOUSE LIST SELECTION
SUPPRESSION FILES
DMA Mail/Telephone
Address StandardizationNCOA (National Change of Address)NCOA/Nixie MatchingDSF (Delivery Sequence File)LACS (Locatable Address Conversion)
FraudPrison
Deceased
REPORTS
Create Mail Streams
OUTPUT
Merge/Purge Processing
RENTAL LIST
RENTAL LIST
RENTAL LIST
OTHERSUPPRESSIONS
Data Tapes &
Reports
DUPLICATES
Reformat
M/P ProcessM/P Process
MAILCOM 2002
HOW MANY DUPLICATES DO YOU SEE?HOW MANY ARE MAILED TO A HOUSEHOLD? TO A BUSINESS?
ALAN SMITHABC CO.121 MAIN STREETCITYVILLE, NY 11732
BARRY SMITH121 MAIN STREETCITYVILLE, NY 11732
JOHN SMITH121 MAIN STREET, STE 21CITYVILLE, NY 11732
MS. JONES121 MAIN STREETCITYVILLE, NY 11732
Variable Duplication LogicVariable Duplication Logic
MAILCOM 2002
Same Individual Different AddressSame Individual Different Address
DEBBIE STARR321 ECKER AVEGRADY AZ 85028
DEBBIE STARR456 DOYLE STGRADY AZ 85028
MAILCOM 2002
Full Name Full Name vsvs. Initial at Similar Address. Initial at Similar Address
MARIE HEALY59 S EAST STREETANYTOWN MA 01219
M HEALY54 SOUTH EAST STREETANYTOWN MA 01219
MAILCOM 2002
Spelling of First or Last Name
ALAN HAINES24 HURTIN STBIGTOWN NY 11776
ALAN HAYNES24 HURTIN STBIGTOWN NY 11776
Separated Last NameJOSEPH O’CONNOR444 MARCH STANYTOWN IN 46206
JOSEPH O CONNOR444 MARCH STANYTOWN IN 46206
Is it a dupe?Is it a dupe? Unique Individual 1 per Household
MAILCOM 2002
Different First Name, Same Household
GENE A EASTMAN14K SOUTH EAST STANYTOWN MA 01002
DEBBY EASTMAN14K SOUTH EAST STANYTOWN MA 01002
Is it a dupe?Is it a dupe? Unique Individual 1 per Household
MAILCOM 2002
PAUL KOSTNERPIERCE CLOCK SHOP674 SPRING STANYWHERE MA 01035
Business RecordsBusiness Records
PAUL KOSTNERPIERCE CLOKC SHOP1616 W STATE STANYWHERE MA 01035
PO Box Address
PACKAGING SERVICEPO BOX 322ANYTOWN NY 10573
SYLVIA YOUNGPACKAGING SERVICE52 PLAINFIELD STANYTOWN NY 10573
Same Name Different Address
MAILCOM 2002
Multiple AddressIndividual vs. SitePhysical vs. Delivery AddressComparison Using Company Initials
Business RecordsBusiness Records
MAILCOM 2002
Put It In writing Put It In writing • Ask all the important questions so
you will not forget any details
• Eliminates guess work
• Provides easy access to answers when required during processing
• Creates opportunity to discuss mailing and marketing strategies
12345
Merge Purge ProcessingInstructions
Anchor Job # :
Company Name:
Company Address:
Client Name:
Client Telephone:
Client FAX:
Client PO Number
Project Name:
Project Number:
Project Due Date:
Todays Date:
1900 New Highway, Farmingdale, NY 11735
12345
(212) 123-4500
(212) 123-4501
10045
November Mailing
Nov98
October 19, 1998
Sept 17, 1998
All Candy Company
Jim Spillane
100 Sweet StreetAnywhere, NY 10001
YES NOYES NO
B. Is House File to be:1. Mailed2. Suppressed
Anchor Computer, Inc. Telephone (516) 293-6100 FAX (516) 293-0891
I. House Files
E. Describe House File input stream in hierarchy order:SELECTION QUANTITY KEYCODE
1.
2.
3
4.
5.
6.
7.
XX
X
YES NOD. Are there codes to be picked up from thehouse file ex. customer #, phone # .....If YES, please specify-
YES NOC. If the House File is maintained by Anchor and
is being used in the Merge Purge, should theoutput become the new list rental master?
A. Will House File be updated?If YES, What is the Cut-Off date for Updatingthe House Files?_______________________
YES NOX
0-6 month buyers 8,000 N101
7-12 month buyers12,000 N102
0-6 month inquirers 4,000 N103
7-12 month inquirers 3,500 N104
Customer # and phone#
X
X
YES NOK. Other InstructionsIf Yes, please attach.
YES NOJ. Are there any special codes on outside filesthat need to be picked up?If YES, please specify -
YES NOI. State Suppression
YES NOH. ZIP Suppression
YES NOG. Demographic Enhancement
YES NOF. ZIP Code Correction without NCOA
YES NOE. LACS (Locatable Address Conversion System File)
YES NOD. DSF (Delivery Sequence File)If YES, should we rekey or drop recordsbased on ADI (Anchor Deliverability Index)?Please explain: -
Y ESNO
C. Nixie OPTION (NCOA)1. Drop (Do not mail) Nixies -
Which codes do we drop? -2. Mail Nixies -
Which codes do we mail? -3. Flag Nixies -
YES NOB. Do you need a Key Code breakout reportfrom NCOA?
(Please check all that apply)
Anchor Computer, Inc. Telephone (516) 293-6100 FAX (516) 293-0891
IV. Additional Instructions
YES NOXYES NOX
X
XX
X
Provide a copy of o/p of m/p with phonesX
Outside FilesAll
X
Drop ADI codes 1v,3,4 &5
NOYESYES NO
X
House FilesAll X
Add “N” suffixto key codes
XAppend phone numbers
XOmit APO & FPO
X
Phone numbers
A. NCOA (National Change of Address)House FileOutside Files
YES NOD. Will the new multibuyers be mailed with aseparate key code?2X - Multis Keycode_____________________3X - Multis Keycode_____________________4X - Multis Keycode_____________________5X - Multis Keycode_____________________6X+- Multis Keycode_____________________
YES NO
YES NOYES NO
C. How will the lists be handled during theunduplicating process?
1. Hierarchy2. Random3. Hierarchy/Random
YES NOB. Should any lists be treated as family groups?If YES, specify or attach a separate sheet:
Anchor Computer, Inc. Telephone (516) 293-6100 FAX (516) 293-0891
V. Merge Purge InstructionsA. Type of Merge Purge
1. Consumer - One per household2. Business to Business
a. Maximum # per Company___________
YES NOYES NO
XX
X
XX
X
Keys N201 & N202
X
Jim SpillaneAll Candy Company100 Sweet Street Anywhere, NY 10001
E. To whom should we send the M/P report?Send to:
Send to:_____________________________________________________________________________________________________________________________________________
Send to:________________________________________________________________________________________________________
VI. Matrix Stream Specifications
File (List) Information Stream I Stream II Stream III Stream IV Stream V Stream VIName ∗
HOS
FamilyGroupsPleaseNumber
ReturnI/PTapeIfYES,Check
QuantityExpected
Qty.Out
PrintKey
Qty.Out
PrintKey
Qty.Out
PrintKey
Qty.Out
PrintKey
Qty.Out
PrintKey
Qty.Out
PrintKey
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17
• H=House List, O=Outside List, S=Suppress List
Youir listMy listCandy man
Callies
MAILCOM 2002
Client And Service Bureau CheckpointsClient And Service Bureau CheckpointsCheck Reformats for data integrity, as well as quantity, gender, and state distribution. Clients participate
NCOA, LACS and DSF reports provided at completion of each process to allow for dynamic planning
Merge/Purge report is provided to allow for detailed study
Sample unique names and duplicates are reviewedKeycode counts by stream are provided verification
Presort reports, including postage costs, are reviewed
MAILCOM 2002
Understand Your Reformat & Edit Reports Understand Your Reformat & Edit Reports Reports– List Receipt &
Reformat– Sample Edit Drops– Field summaries
Purpose– Counts, Record Type
and Data Content – Q C– Data Content
MAILCOM 2002
Merge PurgeMerge PurgeReports– Control Totals– Final Totals– Multi-buyers– State Counts &
Penetration– Composite
(Broker Recap)– Interlist Dupe
Matrix– Sample Dupes
Purpose– Summary Counts All Steps– List by List Detail – Promotion Strategy– Occurrence Within List
and By Site– 1 Page Summary / List
Quality/ List Allocation– Duplication Between
Lists– Check M/P Logic
True Multi-Buyers ?
------------------ -
HouseFiles
List sets fromsingle source
MAILCOM 2002
Anticipate Results– Match to House Files– Match to Other Files
• Suppression• Mailing
Forecasting List PerformanceForecasting List Performance
MAILCOM 2002
MultiMulti--buyer Strategiesbuyer Strategies
1Customer VS. ProspectCustomer VS. ProspectHouseholdHouseholdBusinessBusiness
CompanyCompanySiteSite
MAILCOM 2002
Improving ResponseImproving ResponseOverlaysSourcesAccuracy
Flight Mail by PenetrationConsider Alternative DeliveryGender Code
2
3
MAILCOM 2002
Suppression StrategiesSuppression Strategies
IndividualDwelling SizeCompanyBad DebtGenderPrisonBased on Geography
Impact on Testing & Response4
MAILCOM 2002
Money Saving IdeasSingle Tape
Common Formats
List Families
Drop non -Zip+4
Anticipate Additional Usage
Mail Additional Occurrence
Build a Private Database or Databank . . .
Co-op Lists
List Trades
Single M/P - MultipleOutputs
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7
6
8
9
10
11
11
12
13
MAILCOM 2002
DatabankDatabank
Merge PurgeMultiple FilesMultiple UseProspectingOver Time
10
MAILCOM 2002
BENEFITSReduce List CostsFewer M/P Cycles Reduce Processing TimeLower Merge Purge Costs
CONSList Owner ResistanceLose Hot LinesMore Complex Specs.
DatabankDatabank
MAILCOM 2002
The Results of Your Merge PurgeThe Results of Your Merge PurgeMust Support Your Promotion StrategyMust Support Your Promotion Strategy
You must have a clearly written expectation for your promotion strategy and make certain that your merge purge process is performed in a way to maximize this strategy.
Review your reports immediately to be certain that this has been done!
