The request.Keep two million addresses up to date for direct mail communication to members of a hotel chain loyalty program. Recommend and implement money-saving tactics to meet demands of persistently challenged mailing budgets.
The remedy. Bi-monthly, Lorton Data receives domestic and Canadian customer files for database cleansing. Address standardization, change of address and deceased processing are completed within a day or two. Member’s addresses are also coded based on region, allowing for more targeted marketing.
Database cleansing is critical for the hotel’s direct mail communications.
The result. Mailings are more timely and more personalized. Direct mail continues to be a viable marketing channel with a favorable ROI. With frequent address cleansing, the hotel chain saves a bundle on mailing and postage costs.