Data Hygiene and Processing

Data Hygiene and Processing Allow You to Mail More Efficiently, Resulting in a Higher Return on Your Investment

All marketers know that the key to marketing success is getting your offer delivered. With the influx of incomplete and inaccurate house file data, the need for proper data hygiene and processing campaigns is greater than ever. It’s too expensive to mail undeliverable postal pieces, and your email reputation is too important to spend on undeliverable email addresses. Reach Marketing offers the industry’s leading data hygiene and data processing service, ReachVerify.


Postal Hygiene
CASS certification helps you qualify for mail discounts by correcting any errors you may have in your mailing list addresses. The CASS matching process verifies that addresses are either correct and deliverable or incorrect and undeliverable. CASS certification services correct misspelled words within your address database, adds ZIP+4 and supplies missing street address information.

National Change of Address (NCOALink) is a database owned and updated by the United States Postal Service (USPS). It contains approximately 160 million permanent change-of-address (COA) records filed with the USPS over the last 18 months. This process reduces undeliverable mail by providing the most current address information for matches made to the NCOALink file and prevents re-mailings after address corrections are received because the address correction is applied prior to the mailing. It also reduces mailer costs by lowering the number of undeliverable mail pieces.

Telephone Validation
Our program validates telephone numbers and ensure that the syntax is correct. This includes removal of nonexistent area codes and extra digits.

Email Hygiene
Reach Marketing will analyze and process an email list identifying the following categories:

  • Failed Email Structure Validation/Key Failure
    These records have been identified as containing keywords which are flagged as being indicative of a trap or screamer. In addition, this includes records that are not structured like an email address.
  • Disposable Email Address
    Domains that are solely used by people to sign up for something then never used again. These accounts are typically automatically deleted after a certain amount of time and provide a one on one relationship between an email address and subscription. Deploying to these will allow the recipient to identify the source of the marketing message. These records should not be deployed to.
  • Known Hard Bounces/Pinged Hard Bounces
    These records have previously been deployed by Reach Marketing or have been “pinged” and have received a hard bounce classification. These records should not be deployed to.
  • Spam Trap/Mole Record
    Identified known mole/trap records and domains, as well as suspected/higher risk records. This process also includes suppression of records within domains known to feed data upstream to 3rd party SPAM monitoring services. We strongly recommend suppressing all records within this category. The risk is not worth any reward in deploying them.

Data Reactivation
Reach Marketing can reactivate your entire database by matching it up against our active database of business professionals. Through our proprietary match logic we will identify everyone on your legacy database that is an active professional within our database. Once this process is complete, Reach Marketing will return your file with the reactivated records. This will allow you to re-engage with your database of known active professionals.

Merge Purge
Merge Purge is the process of combining multiple lists, simultaneously identifying or combining duplicates and purging unwanted records. This process saves you money by eliminating duplicate mailings and maximizing response.

Postal presort puts your address records into the proper sort order for USPS processing, earning you discounts. This includes: ZIP code correction, ZIP+4 coding, and address standardization.

NCOALink processing is provided by a non-exclusive licensee of the United States Postal Service. The following trademarks are owned by the United States Postal Service:
ZIP, ZIP Code, ZIP+4, CASS, NCOALink, LACSLink, USPS, U.S. Postal Service, United States Postal Service, United States Post Office.

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