Tuesday, February 07, 2012
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DirectMAX™

Turn your worst responding segment into your best responding segment

 

 

 

The Problem – Non-deliverable Mail
Direct mail pieces that fail to reach the intended, interested direct marketing buyer can undermine not just the profitability of the campaign, but also the entire business.  According to the USPS, approximately 8% - 10% of the records in the average acquisition mail file are non-deliverable.

The Solution - DirectMAX™
MHG’s DirectMAX™ applies the most recent address hygiene and consumer buying information available in the market to help ensure that every mailed piece reaches an interested buyer.  DirectMAX™ meets the USPS’ new “Move Update” policy requirements for mandatory NCOA processing – in addition to utilizing proprietary change of address (PCOA) tactics that locate the freshest records that NCOA cannot find.

DirectMAX™ leverages advanced modeling, robust address hygiene, and a transaction-level database of responsive direct marketing buyers.  The result is the most up-to-date information needed to drive campaign success and improve profitability in a dramatic way.

The Result – Less waste…more profit!

  • Never lose contact
    DirectMAX™ uses proprietary change of address solutions to locate the 30%-40% of movers that elect NOT to fill out the USPS’ change of address applications.
  • Increase profitability
    DirectMAX™ provides the most up-to-date consumer information, typically three to five weeks more current than that used in production. Using near real time information lets mailers better evaluate each customer’s profitability, allowing more accurate mailing decisions.
  • Drop unprofitable names
    DirectMAX™ segments the mail file using advanced modeling capabilities and identifies underperforming names. At the same time, we locate direct marketing buyers with an interest in your products to replace the underperforming names.
  • Generate more orders
    DirectMAX™ applies modeled names to qualify your mailing for carrier route discounts.

Favorable Economic Impact –

  • 1 million pieces per month; $400 p/m total program costs; $150 in annual revenue per new client

Click on the chart below for more detail.

Non-deliverable mail cost savings:

 

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