Recipients of marketing messages who get more than one copy of the same message tend to be irritated at the duplicate e-mails and mail packs. They are generally less responsive to the marketing messages themselves.

A major benefit therefore is to prevent this from happening.

For marketers other benefits from merge-purge include:

• Deduplication between the multiple sources of lists
• Suppression of prospects on rental files who are already customers of the mailer
• Overlaying demographic and psychographic data to increase response rates
• More accurate segmentation for testing purposes
• Application of statistical models using multi-list variables to identify the best prospects
• Control over the logistics of the overall mailings
• Media and postage cost efficiencies
• Improvement to various database functions

• Reduced marketing costs associated with cleaner lists 

• Brand preservation 

• Enhanced customer retention 

• Increased customer acquisition

For list owners, benefits include:

• Reduced opt-out rates 

• Fewer customer complaints 

• Increased rentals and/or sales 

• Higher satisfaction rates

The following screen shot gives an example of a merge-purge analysis with suppression (S), duplicate (D), records stopped from output as on the suppression list (X) and output records (O).  The software used is DoubleTake, part of Tech4T's RADIUS suite.

To summarise, Tech4T can provide the technologies and methodologies to cost-effectively resolve any merge-purge issue and save you both time and money. In a very simplistic way the following example helps sum up the key benefit.