So much time
and money is spent developing efficient mail production solutions
and honing address database accuracy that more often than not, the
study of how to effectively handle the ever present reality of direct
mail; returned mail, is overlooked.
A surprising number of organizations
totally miss the opportunity to turn a negative (the wasted mail
piece) into a positive (database record validation) and simply resort
to the circular filing cabinet for these unfortunate items.Current
returns management systems usually have operators searching databases
for the relevant record, trying to find the department, marketing
campaign or actual person that the piece originated from. For an
organization with limited human resources, or many departments generating
volumes of correspondence and direct mail the overheads of managing
this process can be substantial.
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Thanks to the advent and generalacceptance
of bar-coded mail, intelligent
returns processing is now much easier to achieve and offers a
wide variety of benefits and savings.
Database
maintenance
When an item comes back, the
record in your database should be flagged immediately to avoid
further waste, relative to other forms of database validation
this method can be quite cost effective.
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