Welcome to the Talon Mailing & Marketing April 2009 Newsletter:
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How To Save Substantial Money On Your Next Mailing.
Are you feeling pressure to reduce mailing costs?
Below are eleven services that accomplish this goal.
Think you know all the available services to clean your mailing list?
Do you know all the suppressions available to lower your mailing quantity
while increasing response rates? Here are 11 services that will help
you save money on your next mailing.
The potential cost savings of these eleven services is huge
- Possibly 10 percent of printing, postage and list acquisition costs.
If a mailing costs $.40 each when each cost is factored in and you mail
100,000 pieces, the savings on a 10 percent reduction would be $4,000.00.
Since you are eliminating bad records, duplicate records and people who
should not be receiving your offers, response rates will not drop.
In fact, by ridding your mailings of bad records and increasing the number
of mail pieces that get delivered, your response rates will actually
File Cleaning Services:
CASS Certification & Zip + 4
In order to mail at reduced postage rates, your address list must be
verified and corrected using the United States Postal System (USPS)
National Database. This is called CASS certification. If the data record
matches against the postal file a zip + 4 is appended to the data record
so a correct zip+4 barcode can be generated. The Post office will use this
barcode to help sort the mail and as a result, the Post Office will give
you a postage discount. Zip code and street misspellings are corrected
during this process too. This important process helps improve
deliverability of your mail pieces by correcting addresses and also helps
the duplicate elimination service (described below) find additional
duplicate records since address will look more alike.
Over 44 million Americans move every year. The post office National Change
of Address file goes back four years and contains over 160 million records
of people and families that have moved. The post office is pressuring
mailers to perform timely NCOA updates by requiring a “move update”
service be performed on your mailing list at least within the last 95 days
prior to any first class or standard rate mailing. Besides giving you the
opportunity to update your records with new addresses, the NCOA will also
help eliminate people who have moved and left no forwarding addresses.
LACS - Locatable Address
This service corrects addresses located in areas that have undergone
permanent address conversion. The LACS database consists of address
conversions (changes) of mostly old rural and street address name changes.
On average, LACS will update around 1% of a file. This process applies to
consumer and business addresses.
Example: 123 RR 4 becomes 123 Main Street. If a customer or prospect
is on your list at both locations, our merge/purge will be able to find
and eliminate one of the records.
Helps prove that a given address is a valid address. The DSF2 database
contains all domestic addresses serviced by the U.S. Postal Service. If
your data record is not found on the Postal file it is a good indication
you have a non-mailable address.
Apartment Number Appends:
This service will match records on your file that have been identified as
either missing or having an incorrect Apartment Number, to a National
database in order to append or correct the Apartment Number.
AEC - Address Element Correction:
Takes addresses on your file and adds or corrects elements to make them
deliverable addresses. On average, AEC will update and fix 1.53% of a
Example: A customer on your mailing list is on the file at 123 Main street. If this is not correct, AEC will fix the
address and it will become 123 West Main street. Again, this helps
the Duplicate Elimination service find more duplicates.
By using the above-mentioned services, we can make duplicate records that
used to not look alike, and help them match much more closely. The above
mentioned services, followed by a Duplicate Elimination will reduce
postage and mailing costs significantly.
Should you be concerned about losing customers or wanting to see what your
possible duplicates really look like, you can request a suspect dupe
report. Talon produces either a printed version or an electronic version.
This means your staff can go through your customer list manually. This
will take some time but it’s worth it to insure that only the names you
really want to take out get eliminated.
Besides cleaning your files, suppressions help to eliminate
people who should probably not be receiving your offers. While we
would encourage you to keep all customers on your file, suppressions offer
an excellent opportunity to prospect and grow your customer list, while
simultaneously helping to reduce costs and raise response rates.
The DMA - Do Not Mail File:
This file contains the names of over 3 million consumers who have
requested they be taken off of direct mail solicitations.
This database contains over 40 million names of people who have
passed away during the last several years.
The match percentage will vary depending on
the accuracy and age of the data in your list. The average percentage
updated is 1-3%.
Out of Business Coding:
The source of this processing is a database of over 10 million
businesses. This service also typically averages over 1 percent of a file.
Eliminate mail going to prisoners. Usually less than one percent of a
file will be found, but with such a low cost and a positive upside it can
really help eliminate potential problems.
Study Shows First-Time Online Donors
Often Do Not Return.
By Stephanie Strom, NY
The Internet can be a valuable
fund-raising tool for charities, but it is not a replacement for
direct mail or other forms of fund-raising.
People who go online to donate to charity for the first
time often do not return to the Internet to make later gifts, according to
a new study examining the experience of 24 nonprofit groups.
The findings suggest that while the Internet can be a valuable
fund-raising tool for charities, particularly in soliciting gifts after
disasters like Hurricane Katrina, it is not a replacement for direct mail
or other forms of fund-raising.
“Online giving is higher than offline giving, and the demographics of
online givers are more attractive — better educated, higher income,” said
Tobias Smith, director of online communications at CARE, which took part
in the study and works on issues faced by poor women. “But how you get
people to routinely give online is a nut no one has yet cracked.”
The study was done by Target Analytics, a unit of Blackbaud Inc., which
provides software and services to nonprofit groups.
Of those who did make additional gifts after an initial online donation in
2006, according to 12 organizations offering data in January, 37 percent
never gave another gift via the Internet, while 18 percent gave
electronically in one year and through other channels in another.
Charities have been using the Internet for fund-raising for more than a
decade with mixed results.
“People are asking us all the time why we don’t reduce mailing costs and
save paper with online fund-raising, but the simple fact is that people
come online to give a gift once and don’t repeat,” said Jennifer Tierney,
development director at Doctors Without Borders in New York, which took
part in the study.
The 24 nonprofit organizations had 9.5 million donors and total revenues
of $747 million.
Charity fund-raisers offered several possible explanations for the study’s
findings. Many donors using the Internet to make their first gift to an
organization are responding to a disaster like the Asian tsunami or
Hurricane Katrina, and those givers may not be interested in supporting a
group’s continuing work.
Another issue is that nonprofit groups tend to add donors acquired online
to their direct mail lists, which encourages those donors to give in more
“Direct mail may not be a Maserati, but it’s very effective because it is
very highly evolved,” said Lori Held, membership marketing director at
Trout Unlimited. “We know how to ask for money using the mail, but most
organizations are still trying to figure out how to do that online.”
Nonprofit groups face a number of challenges in trying to reach donors
electronically, Ms. Held and others said.
For one thing, they must have a team dedicated to fine-tuning and
improving their Web site and another team for e-mail marketing, both of
which are added expenses. Nonprofit solicitation materials often get
caught in systems that trap spam and other unwanted e-mail. Other systems
eliminate the compelling images that are so effective in direct mail.
Still, the demographics of online donors are enticing for charities. The
study found that of the donors who made at least one online gift in 2008,
roughly a third had incomes greater than $100,000, while about one-quarter
of those giving in other ways fell into that category.
“I think what we’re learning is that we need to be less worried about what
channels these donors use and offer them a variety of channels through
which they can give,” said Mr. Smith of CARE.
Win Yankee and Mets Tickets!
Now you can see the new stadiums we have heard
so much about! Talon has great seats for you to win.
are giving away two tickets to see the New York Yankees and Mets! To
win, be the first telephone caller (please don’t hit reply or email). Voice
Mail messages count so it's fine to leave a voice mail.
Call Michael Borkan at 631-667-5500 x 11. One set per winner.
All games will have fantastic seat locations.
Monday April 27th Mets vs. The Florida Marlins 7:10 PM.
Friday May 15th, Yankees vs. The Twins 7:05
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To learn more about our company, please visit our web site:
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