Direct Marketing Database Best Practices by nfy87895


									                    Direct Marketing Database Best Practices
In order to manage shrinking resources and best serve the College’s constituents and community,
Harper College has developed Direct Marketing Database Best Practice Guidelines to decrease
overall postage costs and communicate most effectively and efficiently.

                                    Best Practice Guidelines
   •   On a daily basis, every non-deliverable piece of mail (or e-mail), request to update
       information, request to be removed from a Harper College list (mail or e-mail) will be sent to
       the Information Desk Manager AND the appropriate list manager by the Mail Center. The
       appropriate staff will delete and/or update the information within 24-hours of receipt. All
       requests to be removed from Harper College mailing lists will be added to a DO NOT MAIL list
       maintained by the Information Desk. All names/addresses on the DO NOT MAIL list will be
       deleted from any automated mailing managed by the Mail Center.

   •   If you distribute an e-mail mass communication, one of the provisions of the CAN-SPAM Act
       of 2004 requires e-mail messages to be a) labeled (though not by a standard method) and to
       b) include opt-out instructions and c) include Harper’s mailing address. Marketing Services
       can provide examples upon request.

   •   Each mailing processed by the Mail Center is CASS/PAVE certified on your behalf. This
       means that all addresses are deemed accurate (e.g. a 123 Main Street residence exists in
       Anytown, IL). It does not mean the original recipient still resides at that location.

   •   All purchased lists should be deleted from the system after one year and repurchased with
       updated information if necessary. This will be managed by the appropriate Marketing

   •   Annually, each database list will be updated with National Change of Address data by the Mail
       Center. The cost of this service will be charged to the Institutional Postage Account. This is
       also a good time to evaluate the database to determine if new addresses remain a
       geographically relevant (e.g. remove all addresses out of a six county area).

   •   Every five years, each database list will be re-qualified by the Marketing Services Center. An
       invitation for the recipient to receive future mailings will be distributed. In order to ensure best
       and most accurate return, the business reply card will be pre-printed with data information. If
       the individual does not opt-in at this time, they will be removed from the list. A Marketing
       Specialist will contact Harper staff that used the list in the two years prior to this qualification
       process. A Marketing Specialist will work with clients to update and develop the most effective
       list for the client’s future use.

   •   The Marketing Services Center will assist you in the development or purchase of target market
       direct marketing lists. If you need assistance, please complete a MSC Job Request Form on
       http://hip/ma/msc/projectform.htm and a Marketing Specialist will contact you for more

   If you have any questions on direct marketing capabilities or opportunities, please do not hesitate
   to contact the Marketing Services Center for more information. Thank you.

Between 16 And 33 Percent of Harper Lists Become Invalid Each Year
According to the US Census Bureau, approximately 16% of the entire population moves each year.
Additionally, about 33% of all individuals aged 20-29 move each year. About 1 in 3 people who reside
in rental units move each year as well. On average, 21% of people in households with incomes
$25,000 and lower move as compared to only 12% of those with incomes of $100,000+. Last, nearly
all regional areas experience a significant population gain from international migration each year.

Periodic “Opt-In” Actions Are Recommended by the Direct Marketing Association
The Direct Marketing Association's Guidelines for List Practices" reflects The DMA's commitment to
clarify and to promote high ethical levels of business conduct. According to Article #6, “Marketers
should offer a means by which a consumer's name may be deleted or suppressed upon request.”
According to Article #31, “All individual opt-out requests should be honored. Marketers should maintain
and use their own systems, policies and procedures including in-house suppression and opt-out lists,
and at no cost to consumers refrain from using or transferring such data, as the case may be, as
requested by consumers.”

Approved 1/26/04; Revised 11/30/04


Envelopes can be machine sealed if quantity is fewer than 2,000. If quantity is over
2,000 pieces, the project must be sent to an outside mail services vendor or done by
Client. If sealing is done by the Client, standard envelope sealing and special tabs
are acceptable. No staples.

Client provides Mail Center with database (via email in .txt or .csv format) of at least
200 names.

Do Not Mail List
All addresses will be run against the College’s Do Not Mail list. Anyone on that list will
be deleted from the database.



   •   If bulk mailing project can be delivered to the household even if the addressee
       name has changed, request OR CURRENT RESIDENT be added to the name
       in the address line.

   •   If Client needs to have the PO return mailed pieces that are not addressed to
       the current resident, RETURN SERVICE REQUESTED must be printed on the
       envelope. This must be on the envelope even if the piece is sent first class or

   •   If you send 199 pieces or less, do not use any indicia.

   •   First class and third class/bulk mail are delivered in the same time frame (if
       delivery address is in Northern Illinois.


Deanna Collins, Mail Center Supervisor
Building S, Room S140

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