Merge Purge:How to Do It. Why You Should Do It. What You will Learn by Doing It.
True or false?1. Merge Purge is a do-it-yourself job. 2. Merge Purge will prevent you from mailing the sameindividual more than once. 3. Lists with a high percentage of unique records willgenerally outperform lists with low %.
Direct mail is a great acquisition toolFor a cross-functional organization like the American Red Cross,direct mail is the best channel for stewardship and stakeholdersupport, and for Memorial Sloane-Kettering. “Its simply the mostcost-efﬁcient method of acquiring new donors,” Walker says.“Donors tend to be older. Its not because 30-something-year-oldsdont like to give, its that they dont live at same address [for long]and have less disposable income.”Melissa Hoffmann Jan 01, 2012 Direct Marketing News Direct-mail heavynonproﬁts apply an integrated approachhttp://www.dmnews.com/direct-mail-heavy-nonproﬁts-apply-an-integrated-approach/article/220909/
… biggest ﬁnding of all is that direct-mail giving still overwhelmingly brings in the majority of fundraising revenue. •Blackbaud 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report •The2011 Target Analytics report covers 15.6 million donors and more than $1.16 billion. •Forlarge direct-marketing organizations that participated, the majority of gifts still come in via direct mail. http://www.fundraisingsuccessmag.com/article/direct-mail-still-rules-day- fundraising/1?e=tgolab%40mediaresearch.org#
What is merge purge?Process of combining two or more lists or ﬁles,simultaneously identifying and/or combining duplicatesand eliminating unwanted records such as deadbeatsand nixies.
How do you do it?Use a service bureau-software is great but havingpeople who can dig into data is VERY helpfulList broker, production manager, service bureau,database manager, account manager/direct mailmanager all need to work together
How long does it take?Once all lists have arrived3-5 business daysIncludes CASS, NCOA, deceased, de-dupe, coding,splits, etc…Order lists at least one week priorAllow longer
Why you do it?The purpose of the merge/purge is to provide a mailer withthe best possible list of names.
What Can You Learn?Clean List or NotWhich outside lists overlapWhich lists have high match % to your house listWhich lists to cut
What can you earn?Save on DMA pander matches, NCOA/CASS rejects, deceased,prisons, intra dupes by NOT mailing themUse m/p reports to support net names deals. Computer veriﬁcationrequired.Maximize your ROI by mailing multis as many times as you can.
What goes into the m/p-Categories/Status of ListsTest Lists Continuations • Brand new •5x Rule • New to package •All available • New select •Suppress Previous UsageRe-Tests • Marginal result • Different terms • New package
Types of ListsTraditional Other•Donor List•Buyer List •Compiled Lists•Subscription list •Modeled Lists House •Lapsed List •Non-donors, buyers,etc •Suppression
Instructions/Cooperation•Work with your service bureau•Tell them whatʼs coming•Inform them of changes•Stay in touch-ideally have online access•Resolving quantity variance (+/-10%)•CASS-Blindly accept or review (i.e. apt bldgs)•Do you need ﬁnder #ʼs?•NCOA-How far back do you go?
Prior to m/p- Instructions to service bureau List priorityI. Suppression a) Current or active buyer/donor/subscriber b) Best customers, major donor, VIP, board members,other channel/medium c) Internal Do Not Mail, Deceased, Chronic Non- Responders, etc..II. Lapsed if you wish to mailIII. Third party listsIV. Within the lists-rental versus exchange?
Coding Structure BG1FF121109BG=Bishop Gassis Sudan Relief Fund1=Prospect, 2 for House/ExistingFF=From the Field (Package Name)12-December11-201109-Segment/List #
Do not blindly suppress lapsed records•Hard suppress actives•Separately code lapsed•Matches between lapsed ﬁle & outside lists indicate prime lapsedprospects•Test mail the matches versus the non-matches•Hint-the matches will win
Prior to M/P-delivery statusList Name Rcvd Qty. Expected Variance % Status Qty.List A 5,001 5,000 +1 100.02% OK to keepList B 9,214 10,000 -786 92.14% OK to keepList C 8,292 10,000 -1,708 82.92% Did correct file ship?List D 11,960 11,000 +960 108.7% Continuation?List E 0 25,000 -25,000 0% SB check for file?
Getting from input to useable records-Their problemsList Name Input CASS NCOA DMA Deceased Intra Useable Qty. Rejects Pander Drops Dupes RecordsList A 5,001 0 24 41 131 5 4,800List B 9,214 0 19 175 171 16 8,833List C 8,292 2 28 225 47 10 7,980List D 11,960 75 35 113 105 124 11,508List E 22,575 2 80 279 256 102 21,856Total 57,042 54,977
Getting from useable to mailable records-Your problemsList Name Mailable In-House Multis NetNames % Unique % Unique Records Suppression Coded by Rank List ListList A 4,800 278 167 4,355 87% 2List B 8,833 2,067 915 5,851 64% 6List C 7,980 3,939 1,415 2,626 32% 13List D 11,508 6,685 1,632 3,191 27% 14List E 21,856 6,011 3,632 12,213 54% 8Total 54,977 18,980 7,761 28,236 49.5%
Relationship Between Unique Percentage of Records and PerformanceList Name Qty. % Unique % Unique ROI ROI Rank RankList A 4,355 87% 2- (2nd Highest) $0.26 14 (Lowest)List B 5,851 64% 6 $0.99 10List C 2,626 32% 13 $1.95 5List D 3,191 27% 14-(Lowest) $3.63 1 (Highest)List E 12,213 54% 8 $1.75 6
Multis•Multibuyer-duplicate record on two or more customer lists,indicating that the person has madepurchases/donations/subscribers/compiled from multiple lists, alsocalled multiple buyer.•Multibuyers are likely to have a special propensity tobuy/donate/subscribe/engage-in-modeled-behavior•List costs for multis stays with original list…ﬁrst drop•If the prospect on List A is good (and of course they are becausewhy else would you and your broker have selected them) then aprospect on List A & List B is better
Multis DetailList Name Totals 2x 3x 4x 5x 6+ aka 2x+List A 146 125 15 3 1 2List B 742 585 117 26 7 7List C 841 553 176 78 22 6List D 1,064 738 217 64 32 11List E 2,708 2,011 527 126 38 3Total 5,501 4,012 1,052 297 100 29Why is this 4,012+1,052 3x+ Total 4x+ Total 5x+ Totaltotal not 7,761? +297+100+2 (1,052+297+10 (297+100+29+ (100+29+ 9+ (Rounds 0+29+(Rounds (Rounds 7-9) (Rounds 7-9) 7-9) 11= 7-9) 11= 1,489 11= 437 11= 140 5,501
Final Mail Files Records coded to lists Records coded to multis Records coded to package splits Records coded to package tests
List Name Qty. Code Mail DateList A 4,355 BG1FF051201 05/15/12List B 5,851 BG1FF051202 05/15/12List C 2,626 BG1FF051203 05/15/12List D 3,191 BG1FF051204 05/15/12List E 12,213 BG1FF051205 05/15/12List D 2xMultis + 1,064 BG1FF051206 06/05/12List E 2xMultis + 2,708 BG1FF051207 06/05/12Balance 2x Multis + 1,729 BG1FF051208 06/05/123xMultis + 1,052 BG1FF051209 06/26/12White Mail BG1FF051299Total 34,789
M/P-what did we learn?1. Use a professional2. Mail multis as many times as youve acquired them 3. Look for new lists but beware the list with a high %of unique names
Q&A Thank you for your time! James Lawrence email@example.com www.lawrencedirect.com 540-349-9278Lawrence Direct Marketing Inc. Jim LawrenceJames Lawrence @LawDirectMktng