![]() As a last quality control check, confirm your mailing list quantity accurately represents your expected mailing volume.Ĭonducting this six-step merge-purge process is an extensive practice with many complex factors. “Nthing”: Includes the same percentage from each zip code in all lists – creating an almost perfect sample because it verifies your distribution is the same across your audience.Īt the end of this process, you should have a final mailing list, a dropped record file and if applicable, a holdout file.Random: Randomized selection across all lists or a group of lists.This step is especially important if you are conducting any type of package testing. ![]() To make sure your final mailing list is representative of your audience, you should select a sample across all lists to make up your total volume. First name, last name and address: Nothing is ignored all inputs must match.Match-code: Combination of certain characters of last name, address and zip5.Household: First names are ignored entries are matched based on last name and address.Address only: Name fields are ignored entries are matched based strictly on address.Four prevalent matching logic approaches are: There is flexibility in how you can apply or layer matching logic throughout your data inputs based on your business rules. Depending on your list source and type, standardization may automatically be updated via the United States Postal Service’s National Change of Address database (or a proprietary database) but should still be verified during this step.Īdvanced data-matching logic is used to identify duplicate records or combine data from multiple lists to build one complete record. Carrier routes, delivery points and zip4 fields must also be complete and correct. To ensure the USPS can successfully deliver your mail piece, all names, addresses and abbreviations should be uniform. Once you have confirmed receipt of all the records from your various list sources, all input data must be converted to a consistent format to successfully start the merge-purge process. No two data files are delivered in the same file type and format, often varying in length and layout. Verify you have received all your ordered lists and that record quantities and list priorities are accurate. This may feel like a no brainer, yet this is a crucial first step to preserving your timeline. Merge-purge can be conducted on direct mail, email and digital marketing lists. Marketers may also adopt this process during regular CRM and house files data hygiene. Merge-purge is generally performed by the mailer’s direct marketing agency when onboarding or combining lists. ![]() Additionally, the merge-purge process can be used to identify individuals who appear on multiple lists, called ‘multi-buyers’ or ‘multis’, as these consumers may be considered more responsive. ![]() Not only will this eliminate the chances of you sending an acquisition mailer to an existing customer or mailing multiple pieces to the same record, but it will also assist in deliverability. Merge-purge (or dedupe) is a six-step process used to clean-up your direct mail list by identifying and removing unwanted or duplicate records to produce one unique and complete record for each consumer on your list. If you work in direct mail, you have probably heard of the term “merge-purge.” And no, it is not what happens when you get sick to your stomach while accelerating to highway speed.
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