Data Processing 101
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Three Key Takeaways from MMI Direct’s Direct Marketing 101 Training Sessions

The MMI Direct team is on the road and online presenting DM101 Data Processing trainings to nonprofit fundraising groups throughout the year. Here are a few highlights from these popular sessions!

Data Processing 101
  1. Understanding Data Hygiene and Merge Purge processing will help you make better business decisions about your process and your overall direct marketing program. It’s time to get empowered!
  2. Data hygiene cost-saving tactics are more critical than ever! A quality data hygiene program: 
    • Reduces your postage rates
    • Reduces printing and mailing costs
    • Improves your campaign and program performance
    • Also improves mail deliverability and gets your mail delivered faster
  3. Tailor your Merge Purge Un-duplication Strategies to the different file types in your acquisition data set and your unique program requirements.
    • Which record should be retained when duplicates are identified? Consider these criteria when assigning data set priorities: List ownership, list cost/exchange agreement, and list type: test list, retest list or continuation list
    • Customize and test your un-duplication and match criteria strategies for different list groups. A tight match allows for very few variations on a record, medium allows for moderate variations, loose allows for many variations of each data element on the record. 
    • Learn how to analyze your data hygiene and merge purge processing reports so you can identify any red flags or opportunities to improve your process.

Want to learn more? View our fun and informative on-demand trainings on YouTube:
Data Hygiene: The Basics
Acquisition Data Merge/Purge: The Basics
Extra Credit! Demystifying Acquisition Data Merge/Purge Reports

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Best Data Hygiene Protocol
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8 Levels of Data Hygiene Make Your Campaigns Great!

A solid data hygiene program will enhance your campaign results in a variety of ways including:

Best Data Hygiene Protocol
  • Reduced postage rates
  • Faster delivery
  • Less undeliverable mail
  • Less waste
  • Save on printing & mailing costs
  • Increased response rates

With MMI Direct, you get 8 levels of meticulous data processing:

  1. CASS – Coding Accuracy Support System Certification improves address accuracy.
  2. NCOA – National Change of Address keeps your direct mail list up-to-date with the 14% of Americans who move each year.
  3. PCOA – Proprietary Change of Address finds people who move who don’t file a change of address notice with the USPS.
  4. Deceased Records Processing – Determine what makes sense for your organization and specific mailings.
  5. Prison Suppression – Unlikely to become donors or customers, these addresses are typically omitted from mailings.
  6. DMA Do Not Mail Preference (Pander) File – People who have directed the DMA to remove their names from direct mail lists should be omitted from acquisition mailings.
  7. Profanity Suppression – Screens out addresses containing inappropriate words or phrases.
  8. Donor File Dedupe – Identifies duplicate and potential duplicate records which can be consolidated or treated in the manner best determined by your organization.

Reach new levels of program performance with MMI’s thorough, highly customized data processing services. To explore how we can help make your campaigns even greater, please reach out.

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