Enhancing customer data leads to higher response rates and greater channel value
Over 20% of marketing-class mail is undeliverable as addressed.
– USPS
Response rate is the crucial metric of campaign effectiveness. Unfortunately, herein lies a significant problem: response rates must be calculated accurately because undelivered mail is not factored in the results.
What if a consumer doesn’t have the chance to respond because they never received that mail piece? This often happens, as a significant amount of Marketing Mail® is deemed undeliverable.
Those wrong addresses wind up written off or not acknowledged at all. Any future or timed multi-channel communication is compromised when mail doesn’t reach its intended address.
By not identifying which addresses failed, the practice is destined to be repeated. Companies rely on marketing agencies and list companies to provide extensive address lists they presume are cleaned and updated. While steps are taken to do so, gaps still need to be addressed.
Until those gaps are addressed, even the best marketing campaigns will continue grossly underperforming.
Our actionable insights give you what’s needed to drive higher response and execute successful multi-channel campaigns.
Gaps in address data quality and a lack of visibility into mail tracking all contribute to underperforming marketing campaigns. Gain unique insight gathered by monitoring every mail piece to build a more robust attribution model to target prospects and achieve optimum response.
We serve your needs with:
- Expertise – We track 150 billion pieces of mail annually
- Experience – We’ve worked with top US companies for 22+ years
- Data – We process over 500 million data points daily
- Approach – We match you with a dedicated client team
Greater Deliverability
Enterprise mailers have used our proprietary database to find upwards of $2 million that can be reinvested in future campaigns.
Cleaner data expands campaign reach and drives greater response.
GrayHair has built the largest address change database aside from the USPS. This database contains more than 500 million records gathered from our existing clients as their mailings are processed through the USPS Address Change Service (ACS). These clients include many of the country’s largest banks and insurance companies for whom correct addresses are a top priority. This unique data is refreshed multiple times a day, 365 days a year.
Our address data quality service proactively monitors for addresses that cannot be delivered and updates any identified with a new address. Each of these actions is key to reducing campaign costs, increasing ROI by suppressing unreachable customers, and enhancing deliverability by providing a correct address. This means the right person gets the right offer at the right address and at the right time.
Monitoring In-Home Delivery
Delivery data can be used to better attribute customer response to the right channel.
Marketers are getting more targeted in their efforts for campaigns to be delivered in a specific delivery window and are often synced with digital campaigns to increase response. Therefore, monitoring the delivery of those campaigns is necessary for optimal results.
We provide easy-to-access dashboards and reports of delivery event data that marketers can leverage to coordinate future multi-channel campaigns.
Multi-Channel Impact
DID THE MAIL ARRIVE ON TIME?
View overall delivery performance
Mail Performance Dashboard
PROJECTED DELIVERY
Let’s you know when a mailpiece is going to be delivered to “trigger” the next event
In-Home Delivery Dashboard
LEVERAGE INFORMED DELIVERY
To help increase response and activity
Informed Delivery Dashboard
