![]() There is more to merge/purge than combining two databases to remove duplicate names and addresses.Ī customised merge/purge process enhances marketing effectiveness. The most accurate profile data available within the set is retained. The merged contact record can be associated with the most appropriate segment, and the recipient receives the mailing piece they are most likely to respond to. Where conflicting information exists between two or more duplicates, one list may be considered to be more accurate than another.Ī merge purge process can improve your return on investment by amalgamating duplicate records. ![]() Where duplicate contact records exist between lists, each list may contain only part of the complete picture. Warm and cold mailings may be further split based on other profile data, such as past buying habits, age or gender. ![]() A slightly different marketing message might be prepared for existing customers than for cold prospects. When preparing a targeted mailing, the mailing is often segmented based on consumer profile. These duplicates are then removed so that each individual will only be mailed once. Part of the merge purge process is to identify duplicate records within the mailing lists. Simply mailing all contacts in all lists, duplicates records and all, will result in significant wastage in terms of postage costs. Very often, the raw mailing list contains a significant number of duplicate contact records. Rented lists are themselves often built from multiple sources, which means that the same contact often appears multiple times per list. It is therefore often the case that some contacts will appear in multiple lists. This may include the client’s own customer data, or one or more rented lists of cold prospects, or both warm and cold data. Reduce mailing cost with a merge and purgeĪ direct mail marketing campaign will typically draw upon data from multiple sources. ![]() This creates a single complete data set that can then be profiled for improved mailing, marketing and analyses. Duplicates are removed and attributes from each mailing list are merged. A merge purge process takes multiple mailing lists, and identifies duplicate records between and within the lists. ![]()
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