How to turn unaddressed direct mail into targetted, addressed direct mail

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How to turn un-addressed direct mail into
targetted, addressed direct mail

• Graham Rhind
• GRC Database Information
• Postbus 15213
• 1001 ME AMSTERDAM
• graham_at_grcdi.nl
• http//www.grcdi.nl

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Why?

• Targetting saves money (on data, printing,
  postage etc.)

• It prevents irritation (and therefore loss of
  custom)

• It allows tailoring of messages to individuals
  through personalisation

• It increases return on investment

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The foundation of any marketing campaign is the
data, and the effective use of this data,
dictated by database design and structure. Data
quality is crucial the the success or failure of
any database effort.
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A key to successful direct marketing is customer
satisfaction.
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The key to handling the variations in
international data formats to ensure successful
and targetted direct marketing is knowledge, and
the intelligent application of the knowledge.
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Mr Graham Rhind Owner GRC Database
Information Nieuwe Prinsengracht 80-hs 1018 VV
AMSTERDAM The Netherlands
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PZ TECHNOLOGIES, INC. President 4605 COULBOURN
MILL ROAD US-SALISBURY MD 21804-1955 USA
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• Are things getting better?

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Remember that, generally, more is written on an
envelope than a postal address a given name, a
job title and a company name, for example. A
correct postal address is not enough to satisfy
the recipient.
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HE AEE
Research on almost 1 million cleaned Dutch
address records shows s-Gravenhage (The Hague)
written in 57 ways, 53 of them wrong (over 50 of
all cases).
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U.K. address format
Mr John Smith Room 17 Kennington House 23 Elm
Court 123 St Helens Avenue Ewelme Benson OXFORD Ox
fordshire OX9 6RY United Kingdom
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The Worlds Simplest Address Structure
Ralph Smith Pitcairn Islands South Pacific (via
New Zealand)
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Would this letter to Belgium arrive?
M Jan Janssen 23 Albert Woutersstraat LOUVAIN 3012
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Would this letter to Belgium arrive?
M Jan Janssen 23 Albert Woutersstraat LOUVAIN 3012
Yes, but would it be opened?
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Would this letter to Belgium arrive?
M Jan Janssen 23 Albert Woutersstraat LOUVAIN 3012
What about in the correct format?
M Jan Janssen Albert Woutersstraat 23 3012
LOUVAIN
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Would this letter to Belgium arrive?
M Jan Janssen 23 Albert Woutersstraat LOUVAIN 3012
What about in the correct format?
M Jan Janssen Albert Woutersstraat 23 3012
LOUVAIN
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Would this letter to Belgium arrive?
M Jan Janssen 23 Albert Woutersstraat LOUVAIN 3012
What about in the correct format?
M Jan Janssen Albert Woutersstraat 23 3012
LOUVAIN
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Would this letter to Belgium arrive?
M Jan Janssen 23 Albert Woutersstraat LOUVAIN 3012
What about in the correct format?
M Jan Janssen Albert Woutersstraat 23 3012
LOUVAIN
This is correct
Dhr Jan Janssen Albert Woutersstraat 23 3012
LEUVEN
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Who are you trying to please?

• The postal carrier?
• Your database manager?
• Your customer?

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Who are you trying to please?

• The postal carrier?
• Your database manager?
• Your customer?

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Example The Netherlands

• Correct for the local post office

DE C V OPYNENSTR 1 4001 VL TIEL

• Correct for your database purposes

BURG DE C V OPYNENSTR 1 4001 VL TIEL

• Correct in the eyes of the recipient

Burgemeester de Cock van Opijnenstraat 1 4001 VL
TIEL
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The global market

• 241 countries
• 5000 - 10000 languages
• 130 address formats
• 36 personal name formats

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Thank-you Graham Rhind GRC Database
Information Postbus 15213 1001 ME AMSTERDAM The
Netherlands graham_at_grcdi.nl http//www.grcdi.nl



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Personal Names - Issues

• name composition
• name order
• name changes due to context (marriage, position
  etc.)
• nick names
• genders
• householding
• salutation, seniority, academic title

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Global variations in naming conventions
Hungarian Given name follows family name, for
example Matura Andras. Married females may take
a modified form of their husbands family name
Pósciné Munkcási Gabriella (Gabriella Pósci,
married to Munkcási) IcelandFamily names are
formed from the fathers given name with the
suffix sen (for males) or -dottír (for females).
For example, if Magnus Magnussen marries Bjork
Jandottír, their daughter might be called Sally
Magnusdottír. IslamicMost people do not have
family names but take a series of names which
might indicate filiality, occupation, religious
or tribal affiliations. For example Abu Jafar
Mohammed ibn Musa al-Khwarizmi (meaning
Mohammed, the father of Jafar and the son of
Musa, from Kwarizmi). MacedoniaFemales take a
feminised version of their husbands family name
Magda Manuseva is the wife of Bojan Manusev. The
NetherlandsThe official name of Kees van Dijk
might be Cornelus Bartholomeus Josephus Maria van
Dijk. PortugalPeople have two given names and
two family names, one from each parent, for
example Sergio Hercules Ulhôa Lisboa. If he
marries Maria Rosa Soares Magellen their childs
name might be José Hercules Soares Ulhôa.
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Countries where people usually write their names
with the family name first   Algeria Benin China
(not Tibetan) Congo (Kinshasa) Hong
Kong Hungary Indonesia (Chinese and Malay) Ivory
Coast Japan (Japanese style) Macao Macedonia
Malaysia (Chinese and Malay) Myanmar Singapore
(Chinese and non-Muslim Malays) South
Korea Taiwan Turkmenistan Vietnam
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Personal Names
Gender
Bobby in the USA male or female
Joan female in the UK, male in Catalonia
Jean female in the UK, male in France
Jan female in the UK, male in The Netherlands
and the Czech Republic
Nicola/Michele female in the UK, male in Italy
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Casing
Examples of casing differences MacDonald OFearg
hail van den Broek IJssel Street rue Br na
gCrann eLIKWATINI kwaNALA