You’ve probably heard that bad addresses can kill the ROI on a direct mail campaign. But what are the numbers behind it? Just how costly can bad addresses be?
In a webinar sponsored by Epicomm, the Association for Leaders in Print, Mail, Fulfillment, and Marketing Services, the presenter told us just how much impact they can have. Mark Rheaume, national postal affairs director for AccuZIP, provided some eye-opening numbers:
• On average, 4% of organizations’ mailing lists are undeliverable. (That’s on average. For many companies, this number is higher.)
• For mail that achieves the five-digit presort rate, the cost is $.383. This means that, for every 1,000 mail pieces returned as Undeliverable as Addressed (UAA), you lose $383.
• For standard rate mail pieces, minimum postage for presorted full-service mail is $.254. This means that for every 1,000 returned, you lose $254.
If you have endorsements in there, these numbers rise exponentially.
When you send out a direct mail campaign, you want every piece to count. That’s why things like the list, the message, the offer, the call to action, and smart targeting and personalization are so important. When that piece lands in the recipient’s mailbox, you want it to hit its mark.
Make sure that each piece reaches its intended target by regularly cleaning up your mailing list so that every piece arrives at its destination. Talk to us about services like CASS, NCOA, and data enhancement services (such as deceased suppression or apartment append) so that your direct mail delivers maximum results!
(Data taken from “How to Dramatically Increase ROI by Adding Value to Your Existing Direct Mail Piece,” sponsored by Epicomm and hosted by Printing News on May 4, 2016.)