Wednesday, February 16, 2011

A Key to Membership Promotion Success...Expires and Good Hygene (data hygene that is...)

SAGE computer room | Free Pictures

I'm speaking at the AVECTRA User Group meeting in Orlando on February 27 thru March 1. Needless to say, membership promotoin and data as topics are on my mind. To that point, the MGI Tipster just went out today and had some good advice and I wanted to share it with you today just in case you don't subscribe (if you don't, go to and sign up for the FREE subscription).

"Data accuracy is key

Reaching back to former members only works well when adequate database hygiene practices are in place. Running records through the postal system's National Change of Address (NCOA), which updates names and addresses going back 48 months, should be done on a regular basis. It's not only a requirement for being awarded postal presort discounts, it helps ensure that the membership files are up-to-date and optimized.

Another way to track down lapsed members is to use USPS Ancillary Service Endorsements that give the USPS instructions on how to handle undeliverable-as-addressed pieces.

From a cost point of view, when all is said and done, reaching out to former members is almost always more efficient than recruiting prospects who have never been members."

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