Giving people the things they least expect
Everyone has expectations. When I go into a store, no matter what kind of store that is, I’m expecting certain things. These expectations are rarely anything amazing or unique. If I ask a question I expect that someone will be able to help answer whatever it is. I expect the prices will be reasonable, and I expect that things will be laid out in an easy enough manner to understand.
To make one to one marketing work marketers have to use all the options available to improve deliverability and get the message to their consumers.
The Postal Service offers a broad range of address cleansing services, there are many non exclusive providers of the National Change of Address service. This service will soon become a requirement for mailers on a quarterly basis. Another beneficial service utilizes the Delivery Sequence File. By matching to all US addresses in DSF processing questionable addresses can be indentified and removed. Many codes within DSF can help further examine the quality of the address data. But these services are available from many sources, almost every provider offers them. Getting the edge on your competition requires going beyond these services.