- United Kingdom
One of the largest-selling magazine companies in the world, reaching millions of consumers and appearing in 50 editions, 21 languages and in more than 60 countries. Their products are marketed through a wide range of channels including direct mail, display marketing, direct response television, catalogs, retail and the Internet.
The international publisher has over 6 million active customers with 1 million of them moving annually. Deliverability of the publisher’s products, subscriptions, billing statements, renewal notices and marketing offers to the end consumer is a key component to the success of their business and their bottom line.
The international publisher is charged by the USPS® for the Address Change Service (ACS) each time a mailing component does not reach the end consumer due to a change in address. As industry response rates continue to decline and postage costs continue to rise, the ability to proactively service their customers prior to a move becomes even more crucial.
CDS Global is a USPS certified and licensed NCOALink® provider. Traditionally, NCOALink has been used during the merge/purge process for list hygiene prior to a direct mail.
CDS Global created a solution to identify changes of address and to update these records within the publisher’s customer database file for each event-driven activity, rather than just for merge/purge, resulting in significant additional updates to customer file records.
By ensuring high deliverability to customers, the CDS Global solution resulted not only in ACS savings close to $50,000 and savings of nearly $30,000 in missed issue change of address customer service calls for the international publisher, but also improved the overall customer experience.
Due to the findings from CDS Global, the publisher has seen a 14 percent reduction in their overall change of address files on their customer database and a 30 percent decrease in missed issue change of address customer service calls.