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Merge Purge Primer
Marketers often merge together several different lists to create the mailing list for a particular campaign. Problems arise when the same people, known in separate lists by different names, show up in the merged list as more than one person.Are the "Pete Smith," "Peter Smith" and "PJ Smith" on your merged lists three people, or maybe just one person?
That's where "purge" comes in. Purging the duplicate entries reduces your costs (because you're not mailing duplicate items to the same person). It also reduces the chances you might annoy someone.
Meanwhile, you don't want to be over zealous in your purging and eliminate a name that is separate and valid.
Data Enhancement, Merge Purge describes more about Cornerstone's merge purge capabilities.
Use the General Information Request to learn more about how we can apply our merge purge expertise to your next mailing.
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Understanding the Basics
Marketers often merge several different lists together to create a mailing list for a particular campaign. Problems arise when the same people, appearing in separate lists by somewhat different names, show up in the merged list as more than one person. Understanding a few of the merge purge basics will help you to communicate with your datahouse. This will help them execute an effective merge purge for you.Considering Strategy
There is more to merge purge than simply deleting duplicate names. Working with a full-service firm like Cornerstone, sophisticated marketers can amplify the strategic benefit of this powerful tool. The merge purge process sets creative and list strategies in motion. And, it's where complex tools ensure that you are minimizing your postal costs. Getting the most out of this strategic tool involves the careful construction of your panel matrix, filling out the necessary forms correctly, and understanding the difference between business and consumer lists.
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