Campaign Management

Client: Direct Mail Agency

Also applicable to: third sector, bureaux, printers, companies with a high turnover of customers or contacts

Direct Savings: £113,400

Savings based on a pack cost of £1.50, and 75,600 records suppressed from the mailing.

website-flowchart

Working from left to right the mailing quantity started with 300,000 records until it was reduced to 233,400, saving our client £113,400.

Client Requirements:

Reporting

The client purchased over 40 lists from different list suppliers with the aim of attracting more charity donors. These lists were supplied in different formats including tab and comma delimited and needed to be normalised. Reports were needed to check supplied quantities, gender splits, regions and more.

 

MPS, deceased and goneaways

After receiving several complaints from recipients in the past the client was concerned about mailing people on the Mailing Preference Service (MPS) database. However, we were asked to suppress any records matched against the MPS, Mortascreen, Equifax Deceased, NDR & TBR deceased databases, and the NCOA Suppress goneaways database.

The client did not want any businesses, care homes, overseas, obscenities, prison or hoax addresses mailed, as part of their Exclusions list. An internal suppression database was provided, and any matches from the cold lists against this database needed to be removed. An inter-intra dedupe was requested at surname level, meaning only one family member would be mailed

 

Coding

Finally, we were asked to add relevant mailing codes to the data file to guarantee Royal Mail discounts. This included a DPS, barcode and mailsort code with reports supplied separately.

 

Deliverables

The print-ready file needed to be supplied back to the client within 3 working days in comma delimited format including column headers.

What we did:

Data Audit

Our first step, as with any job, is to download the data and generate reports for our clients. We produced a Data Audit that included information on location, gender,  name, valid address and more. We take an agile approach to all our jobs meaning our clients are involved throughout the data processing process, regularly updated with reports.

 

Address enhancement

As standard we PAF our data – this is a process of address enhancement leading to better quality data that has a better chance of reaching its destination. It includes adding towns and postcodes where they are incorrect or missing.

 

Removals

Our first port of call involves removing the exclusions we mentioned from Client Requirements. We have scripts of coding to remove these by looking for specific information within name and address lines, such as ‘Ltd’, ‘Limited’, ‘Company’ and more. As MPS is a free service we run all data against it next, ensuring that anybody that doesn’t want to be receiving our client’s mailing doesn’t.

 

Cost reduction

In order to keep costs down for our clients we run the free services first, so after we’ve run the data against the MPS database we carry out the house file suppression and inter-intra dedupe suppressions. This will leave a pot of data we can run against the ISP databases – any matches against these are charged by the database provider, and we will charge our clients separately for these.

 

Output

Our final task involved adding relevant campaign coding and making the files available on a secure FTP for our client.

Outcome:

Expectations

With our agile approach we liaised with the client at each stage, resulting in a mailing quantity that was to be expected. Sometimes an initial quantity prediction can go way off course, our client was extremely happy with our approach.

 

Confidence

As part of our reporting with provide live examples of matches – this gave our client confidence in the matching quantities as they were fairly high, more than predicted. However, our matching figures supported an ongoing tendency that match rates are going up, and will help with their predictions for future campaigns.

 

Deliverables

As for the print-ready file it was delivered on-time, on-budget and our clients internal checks have found no issues with it. Moreover, it has gone on to print and packs are being delivered across April and May 2017.