Green Up Your Mailing List

To complement our “News” article about new USPS tabbing regulations for mailers, we thought we’d focus our “Green” article on your mailing list. 

Quantity does not necessarily ensure quality when it comes to sending direct-mail pieces (e.g., postcards, newsletters) to your intended audience. Cleaning up, and thus, greening up your mailing list can accomplish several goals, such as: (1) preventing waste on returned mail or duplicates, (2) preserving your marketing budget for other outreach efforts, (3) providing more accurate statistics for your marketing reports, and (4) enhancing your multichannel promotional efforts.

The added benefit is that you might reduce annoyance and increase goodwill among your clients by eliminating duplicates, double-checking the spelling of names, and noticing when clients who have expressed interest are unintentionally missing from your list.

Your mailing services provider can also assist with cleaning up your mailing list by using two USPS services — National Change of Address (NCOA) which checks your list against a national list of recipients who have moved, and Coding Accuracy Support System (CASS) which verifies your list against a regularly updated, national list of known deliverable addresses.

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