Ten e-mail marketing trends for 2006

 

Ten e-mail marketing trends for 2006
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(PRN) - ADVO Further Improves Nation's Most Comprehensive ...
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ADVO Further Improves Nation's Most Comprehensive Residential ...
Yahoo! News (press release) - USA
... Inc., (NYSE: AD - News) a leading direct mail media company and owner of the nation's most comprehensive residential and business mailing list, has become the ...

DM News' Essential Guide to Lists and Database: Lists: Purchase ...
DM News - New York,NY,USA
... Such agreements are rare. Things to know before renting a mailing list. The difference between an effective or ineffective list could be the list broker. ...  

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ADVO Further Improves Nation's Most Comprehensive Residential Mailing List

First to Use Technology That Updates 145 Million U.S. Addresses Weekly - Leading to Less Waste, and Higher ROI for Nation's Advertisers

WINDSOR, Conn., Jan. 18 /PRNewswire-FirstCall/ -- ADVO, Inc., (NYSE: AD - News) a leading direct mail media company and owner of the nation's most comprehensive residential and business mailing list, has become the first company to add weekly address updates now available from the U.S. Postal Service (USPS). The new process trims up to seven weeks from the current procedure, and makes ADVO's residential mailing list the nation's most deliverable address file.

"Direct mail is already the nation's leading advertising medium because of its effectiveness in targeting, and because it is so measurable. This improvement only enhances its effectiveness," said Matt Spahn, ADVO Chief Marketing Officer.

"The weekly update is an important enhancement to our print distribution platform. It will help ensure that our clients' mailed advertising is reaching the most up-to-date households, driving superior response," said Spahn.

Over the past four years, ADVO worked with the USPS to test this significant improvement to the USPS's Computerized Delivery Sequencing (CDS) service. The system organizes 145 million residential and business addresses by carrier route, in the delivery walk-sequence of the carrier. Companies like ADVO use this information to prepare their packages for USPS processing, which earns them and their advertising clients the lowest possible postal rates.

In the past, full- and partial-CDS address changes were available from the USPS in alternating months for qualified mailers.

Now, ADVO receives the USPS address changes weekly, and along with data from its extensive mailing programs, uses the information to update its proprietary mailing list. In the last year alone, ADVO made tens of millions of updates to its list covering the spectrum of new addresses, seasonal changes, street name changes, carrier route changes and more. ADVO's list includes 132 million residences and 13 million businesses -- virtually all 145 million U.S. mailing addresses.

"Going forward, we have an even stronger platform for ensuring that our list remains the gold standard of the direct mail advertising industry," added Mark Gundersen, ADVO Director of Network Services.

Address accuracy and completeness is extremely important for ADVO's clients, which include 17,000 national, regional and local advertisers. Virtually all businesses are eager to reach new households so that they can ensure 100% market penetration of their inserts in their stores' retail trade areas. If a home becomes vacant, eliminating that address will reduce waste in paper, printing and distribution costs, allowing advertisers to extend their budget to new prospects. And, with ADVO's sub-ZIP Code targeting and distribution capabilities based on carrier route data, being able to quickly reflect changes in the postal walk-sequence order enhances the company's ability to provide superior targeting to its clients.

In addition to using its proprietary mailing list to support its nationwide shared mail program, ADVO markets the list to third parties through its exclusive relationship with American List Council (ALC). Direct mailers using this list will also benefit from this latest enhancement.

ADVO's close work with the Postal Service spans 50 years. The company's mailing list was used as the base for the 1980 and 1990 censuses.

About ADVO

ADVO is the nation's leading direct mail media company, with annual revenues of nearly $1.4 billion. The company's industry-leading targeting technology, coupled with its unparalleled logistics capabilities, enable retailers seeking superior return on investment to target, version and deliver their print advertising directly to consumers most likely to respond.

ADVO's proprietary mailing list is a key enabler of its coast-to-coast media distribution platform. Serving 17,000 national, regional and local retailers, the company reaches 114 million households, more than 90% of the nation's deliverable home addresses, with its ShopWise® shared mail advertising.

Demonstrating ADVO's effectiveness as a print medium, the company's "Have You Seen Me?®" missing child card, distributed with each ShopWise® package, is the most recognized mail in America. This signature public service program has been responsible for safely recovering 140 children. The program was created in partnership with the National Center for Missing & Exploited Children and the U.S. Postal Service in 1985.

ADVO employs 3,700 people at its 24 mail processing facilities, 33 sales offices and headquarters in Windsor, CT. The company can be visited online at http://www.ADVO.com.

 

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Source: ADVO, Inc.