This helps ensure lists are accurately maintained at the highest level by removing inappropriate recipients, and should result in higher response rates, as well as lower production and postage costs. Step 5: Target it! Being able to accurately locate your customers, best prospects and competitors is the key to any cost-effective marketing campaign.
Affordable geocoding services and products are available to help you put your customers on the map. Geocoding is the process of assigning geographic locations (latitude and longitude) to the ZIP+4(TM) level of addresses in a database to help mailing list marketers identify profitable areas for mailing and the best prospects for increased business. One direct marketing firm uses geocoding technology to help clients that are realtors "farm a neighborhood" around a house they have sold.
Once the latitude and longitude coordinates are appended to the address, the firm creates a mashup of the data with Google maps - this allows the client to see exactly where the material will be sent - down to the individual houses which their mail will be delivered. This location intelligence and accurate geographical coordinates can help mailers develop more targeted strategies that are incredibly cost-effective by reducing mailing costs.