July / August 2013 Issue


July/Aug 2013


The LoDown 


News and Information  

from the team at Lorton Data

Processing Tips


Account Manager Features Enable Global View  

Account Manager is Lorton Data's online tool that gives you the ability to view and manage various administrative functions associated with your processing account. Whether you are using A-Qua Mailer web, A-Qua Mailer command or another mailing application to process jobs through Lorton Data, you have access to the Account Manager features.  Account Manager is available online 24/7, and is password protected.

Account Manager provides you with the following capabilities:

Once you have submitted a PAF from within Account Manager, you are able to view, renew and add additional PAFs, as well as track PAF Requests in progress.  You can search for PAFs using such filters as PAF status (active or expired), expiration date, or by the List Owner's company or contact name.  Your complete PAF history is also viewable.

Here you can securely view, add and delete credit cards.  If you have a processing subscription with Lorton Data, you can view your current subscription balance and expiration date.  The View History button will bring you to a screen where you can search by Job ID, Job Name, Transaction Dates, and Transaction Types to better understand your subscription usage.  

Change Password
This screen provides some tips for creating a more secure password and allows you to change your password any time you need to do so.

For more information on how to use Account Manager, please view our online tutorial.

Did You Know...


Direct Mail More Effective Than You Think

Originally published by Superior Business Solutions June 10, 2013

We're used to hearing that the average direct mail response rate is 1.0% - 1.5%. But according to a new study from the Pew Research Center ("Internet and American Life Project," April 2013), this view needs to change.

According to the project, the average response rate for direct mail is now 4.4% for both B2B and B2C mailings. In 2012, envelope-sized direct mail letters achieved a 3.4% response rate when mailed to a house list and a 1.28% response rate when mailed to a prospect list.

In the study, the Pew Research Center also cites a recent Direct Mail Information Service report that more than three-quarters of direct mail is opened by the recipients. Nearly two-thirds (63%) of these recipients read the contents.

What is accounting for the growing response to direct mail? In part, it is less mail in people's mailboxes. As email and other electronic media channels continue to proliferate, the mail that consumers do receive tends to stand out and get noticed.  There is also an increase in targeting, personalization, and customization that makes the mail more relevant. Relevant mail tends to get a better response.

So next time you are about to cite the stat that direct mail has an average response rate of 1.5%, stop and think again. Direct mail has always been an effective marketing channel. As today's direct mail techniques become more refined, its effectiveness is becoming that much greater.

Quick Links


Follow Us

Find us on Facebook   Follow us on Twitter   View our profile on LinkedIn   Visit our blog   View our videos on YouTube
Upcoming Events
Print 13
Sept. 8 - 12, 2013
Chicago, IL

Sept. 18, 2013
Minneapolis, MN

Special Interest


USPS® Meets the Green Challenge
Originally published in Mailpro, June 2013

Reinforcing its position as a sustainability leader, the Postal Service was recently honored with 10 awards in the Federal Green Challenge competition - a national effort under the Environmental Protection Agency (EPA) Sustainable Materials Management Program - for its waste reduction efforts across the United States.

"The Postal Service is proud to be the only federal agency to implement agency-wide participation in the Federal Green Challenge," said Thomas G. Day, USPS Chief Sustainability Officer. "With more than 800 green teams across the USPS helping save the organization more than $52 million in 2012 by reducing energy, water, consumables, petroleum fuel use and solid waste to landfills, our innovative approach to reduce the Postal Service's environmental footprint is working."


Products and Services


Custom Solutions

Lorton Data can help you with customized projects - those that involve many dedicated hours, have demands outside your software's capability, or take you beyond your expertise.

Our Custom Solutions Group has four analysts who work with clients on more involved projects including:
  • Extensive database hygiene - enhancing, correcting and expanding a contact record, appending and validating data, house-holding, and suppression
  • Segmented presorts - presorting mail that requires different processing from other pieces in the same mailing
  • Salutations - building salutations from various name formats
  • Calculating donor gift amounts - creating appropriate ask amounts on a donor solicitation
  • Customer profiling -  building a deeper understanding of your customers
  • Response analysis - learning how well a campaign performed
Next time you get a project you'd like to walk away from, contact your account executive and let us help you. You can grow your business without over-extending your resources.

For more information on any of our services please contact us at 651.203.8290.