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“Reversed Targeting” Improves Unaddressed Mail in Denmark
Date: June, 2012 --
most innovative and even aggressive postal systems in the world, the Danish
Post has over many years developed an extraordinarily sophisticated “every door
direct mail” sort of service that sets it apart from all other postal offerings
in saturation mailings.
First of all,
it isn’t blind. Over the years the Post has built a data warehouse of
residential addresses that gives them the ability to segment households and
neighborhoods along a number of relevant marketing criteria, including presence
of children, number of automobiles or boats and much more. It is possible to
tailor a geographic distribution area, target a specific group of recipients
based on demographic variables or add a specific new group of recipients based
on your database.
has earned the Danish Post awards at the respected Triangle World Mail and
Express Awards competition at least three times over the years as it has become
more targetable and user-friendly.
So why is
Data Services, Inc. bringing an “unaddressed” service to your attention? Because to make this even more effective as
a marketing tool, Post Danmark recently improved the product even further by
introducing what they call “Reversed Targeting”. In short, it is now possible
to remove addresses from an unaddressed mailing. In order to accomplish this
effectively, you’ll need properly formatted, standardized addresses, which is
what Data Services provides quite effectively.
are an insurance company, nonprofit fundraiser, or a bank, and you want to
conduct a cost-effective new customer recruitment/acquisition campaign. You
know your target demographic and thus the neighborhoods to which you wish to
mail, but you do not want to deliver this attractive new customer acquisition
promotion to your current customers, donors or supporters. In nearly any other
country, you would have to go find lists of prospects, select out for the
geographic region you want to cover, dedupe against your customer list, and, of
course, pay postage based on an addressed product.
however, you can do that neighborhood saturation mailing and exclude the specific addresses of your current customers, all
while paying the unaddressed mailing rate.” Reversed Targeting” indeed. The
result should be a better ROI on the mailing, and probably fewer calls to your
call center from confused clients who are wondering about this fabulous offer
for “new customers” which makes them feel neglected. A recent mailing by the
Danish Cancer Society succeeded in doing just that - diminishing the number of
unaddressed letters delivered to existing contributors, resulting in fewer
complaints from current supporters, while enabling redeployment of available
resources to new prospects.
upsurge of complaints the USPS is receiving about Every Door Direct Mail
deliveries to people who have registered with the DMA’s “Do Not Mail” service,
this is something the USPS needs to seriously investigate.
If you have
customers in Denmark and are thinking of expanding, this service bears your
consideration. Call your Data Services, Inc. representative and we’ll put you
in touch with the right people at Danmark Post to help you get started. Given
that you’ll need an accurate customer address to ensure the address on your
database is matched with its counterpart at Post Danmark and suppressed from
the acquisition mailing, make sure your file is standardized and validated by
utilizing Data Services’ international address hygiene / international address